Sr. Director - Audience Intelligence

About the Role

The Senior Director of Audience Intelligence will lead Gap Inc.’s centralized Audience Intelligence team, working across all four brands (Athleta, Banana Republic, Gap, and Old Navy) and owning the audience data and segmentation strategy for the marketing organization. Sitting within the Marketing Intelligence organization, the Audience Intelligence team empowers modern media strategy and decisioning through a profound understanding of Gap brands' audiences. Reporting directly to the VP, Head of Marketing Intelligence, you will be responsible for building a scalable, integrated audience data and segmentation strategy, empowering brand marketing and media teams to maximize the effectiveness of paid and owned strategies.

You and your team will be a key part of a new approach for Gap Inc., and you will be tasked with integrating previously disparate efforts across the four brands to create a more holistic data strategy that drives increased cohesion and efficiency across the organization. You will manage a matrixed team of centralized and embedded resources within the four Gap brands to ensure a scaled, strategic impact. Your team will work closely with the Media Shared Services organization serving as the internal experts on Gap’s audience to enable these teams to optimize media strategies. You will also closely collaborate with the MadTech product and the Data Science teams to identify and prioritize capabilities for Gap Inc.’s data stack including the Consumer Data Platform (CDP), machine learning models, data partnerships, and AI efforts.

This hybrid opportunity is located at our beautiful San Francisco hub office.

What You'll Do

• Establish an enterprise-wide audience data, insights, and segmentation strategy, ensuring a holistic understanding of the customer across all four brands, with specific focus around segmentation, profiles, consumer journey behaviors and motivators, and competitive insights

• Define segmentation approach for current, lapsed, and net new customers to inform paid vs. earned vs, owned channel planning decisions

• ​​Empower modern media strategy and decisioning through a profound understanding of Gap brands’ and their audiences, collaborating with Media Shared Services team to optimize and adjust strategy based on audience insights

• Establish and champion a consistent framework for how audience insights are leveraged in the brief and planning process by Brand Marketers and the Media Shared Services organization

• Lead process of leveraging first- and third-party data sets to build target audiences that will optimize media effectiveness across Gap’s brands

• Spearhead consistent evaluation of audience data practices at an enterprise level to identify opportunities for greater cross-brand synergies and holistic audience insights that can help Gap Inc. grow its customer base

• Define key audience segments based on customer insights aligned to growth targets and priorities, and forecast key consumer and business trends that can drive growth for Gap Inc. and its brands

• Provide brands with the analytical expertise to empower performance media initiatives through audience insights and segmentation

• Serve as Gap Inc.’s key thought leader for audience insights and segmentation best practices, consistently and effectively communicating actionable insights, trends, and recommendations to the Media Shared Services organization and individual brand teams

• Work closely with Media Agency partners in regards to data strategy and sharing, establishing a collaborative approach that maximizes Gap Inc.’s integrated deployment of owned data and Media Agency’s data

• Collaborate with the Marketing Effectiveness teams to establish audience level measurement methodology to validate the CLV and ROAS impact of audience attributes

• Manage and develop a team of specialists nested within the brands, dedicated to audience data strategy, insights, and segmentation, and coordinate efforts to ensure effective allocation of resources across the team

• Collaborate with other cross-functional partners outside the Marketing Shared Services, including the Digital & Tech organization, which owns important inputs including customer data, and data analysis capabilities in service of functions outside of marketing

Who You Are