Marketing & Communications
Director, Audience Management
- Boston, MA
- Smithfield, RI
Salary depends on a variety of factors including location and experience. Your recruiter will discuss with you.
Salary: listed in the job description
or discussed with your recruiter
Job Description:
The Role
The role of Director, Audience Management on the Audience Management Team, will be responsible for the development and management of audiences based on defined business objectives for owned channel marketing. This includes understanding business objectives, applying prior findings, documenting designs, sizing target populations, adhering to quality control principles and coordinating timely delivery of audiences. This role will have a deep understanding of all marketing data needs, how data and rules are applied to target a population to power marketing and personalization, how audience design impacts measurement, and how measurement methodology influences audience design.
Fidelity is currently implementing a new Customer Data Platform. The Audience Management Team plays a critical role in defining the requirements and influencing the solution design of the new platform. To realize the benefits of the CDP the Audience Management practice will need to evolve. This role will collaborate across the team and with partners to develop and roll out an Audience Management playbook. The playbook would define the guidelines to design, create and maintain audiences to drive ease of use and reuse; establish guidelines and standards for activation of audiences across campaign types to enable marketing, personalization and measurement.
The Director, Audience Management will be focused on:
• Audience Strategy & Design: Collaborate with marketing and business partners to understand audience requirements and shape strategy based on what is possible from a data perspective and prior findings
• Audience Execution & Management: Build single use and scalable, reusable audiences; ensure flawless execution by instituting robust QC checks
• Documentation and Operational Governance: Ownership of creating team playbook and standard operating procedure documentation based on in-depth technical understanding and how to apply it to achieve marketing objectives in new CDP
• Campaign Migration: Migrate audiences off legacy platforms to new CDP
• Customer Data Platform Enablement: Influence the innovation and capability agenda; champion adoption of new CDP
The Expertise and Skills You Bring
• BA/BS degree is required, an MBA is desired
• Experience: 10+ years of experience in one or more of the following areas: campaign management, customer segmentation, data mapping or customer data platform implementation.
• Experience working with data & analytics teams and technology teams to launch innovative marketing for a large and/or regulated company
• Expert at working with structured databases and fluency in SQL
• Prior hands-on experience with implementing and adopting a new Customer Data Platform (Segment or similar platform); ability move from planning to hands-on keyboard audience development.
• Ability to understand Marketer's needs to define business requirements and use cases for Marketing Technology and Data teams to inform the implementation plan and build of Customer Data Platform and Measurement Platform
• Experience working with new data platforms and/or campaign management tools to identify gaps, propose potential solutions, establish documentation and processes to support scale and adoption
• Adept at working with multiple sources of data and identifying the best way to connect data sets
• Knowledge and expertise to partner with Marketing colleagues to design and implement targeted marketing campaigns
• Experience in owned channel marketing, audience management, metadata management and the major marketing platforms (Salesforce (including CRM And Salesforce Marketing Cloud), Adobe, Google, etc.)
Additional experience and skills which are valuable to the role:
• Ability to streamline and automate processes to improve efficiency and reduce errors
• Highly collaborative and enjoy working in a highly matrixed environment
• Attention to details, program management skills, ability to multi-task and prioritize
• Ability to articulately communicate technical concepts to non-technical partners.
• Ability to thrive in a fast-paced environment and are easily adaptable to change and able to lead team members through change
The Team
This role will be part of a Marketing Channels Team that together leads strategy, performance and personalization of all Marketing Channels. The Marketing Channels Team is one of several teams that make up the Marketing and Social Platforms Team which is led by the firm’s CMO. The Journey Orchestration Team is a newly formed team created to lead the strategic initiative to transform our go to market approach to engage customers through tailored experiences across channels.
Certifications:
Company Overview
Fidelity Investments is a privately held company with a mission to strengthen the financial well-being of our clients. We help people invest and plan for their future. We assist companies and non-profit organizations in delivering benefits to their employees. And we provide institutions and independent advisors with investment and technology solutions to help invest their own clients’ money.
Join Us
At Fidelity, you’ll find endless opportunities to build a meaningful career that positively impacts peoples’ lives, including yours. You can take advantage of flexible benefits that support you through every stage of your career, empowering you to thrive at work and at home. Honored with a Glassdoor Employees’ Choice Award, we have been recognized by our employees as a top 10 Best Place to Work in 2024. And you don’t need a finance background to succeed at Fidelity—we offer a range of opportunities for learning so you can build the career you’ve always imagined.
Fidelity’s hybrid working model blends the best of both onsite and offsite work experiences. Having the majority of our associates work onsite is important for our business strategy and our culture. We also value the benefits that working offsite offers associates. Most roles listed as Hybrid will require associates to work onsite all business days of every other week in a Fidelity office. This does not apply to roles listed as Remote or Onsite.
At Fidelity, we value honesty, integrity, and the safety of our associates and customers within a heavily regulated industry. Certain roles may require candidates to go through a preliminary credit check during the screening process. Candidates who are presented with a Fidelity offer will need to go through a background investigation, detailed in this document, and may be asked to provide additional documentation as requested. This investigation includes but is not limited to a criminal, civil litigations and regulatory review, employment, education, and credit review (role dependent). These investigations will account for 7 years or more of history, depending on the role. Where permitted by federal or state law, Fidelity will also conduct a pre-employment drug screen, which will review for the following substances: Amphetamines, THC (marijuana), cocaine, opiates, phencyclidine.
We invite you to Find Your Fidelity at fidelitycareers.com.
Fidelity Investments is an equal opportunity employer. We believe that the most effective way to attract, develop and retain a diverse workforce is to build an enduring culture of inclusion and belonging.
Fidelity will reasonably accommodate applicants with disabilities who need adjustments to participate in the application or interview process. To initiate a request for an accommodation, contact the HR Accommodation Team by sending an email to accommodations@fmr.com.
Company overview
At Fidelity, we are passionate about making our financial expertise broadly accessible and effective in helping people live the lives they want! We are a privately held company that places a high degree of value in creating and nurturing a work environment that attracts the best talent and reflects our commitment to our associates. We are proud of our diverse and inclusive workplace where we respect and value our associates for their unique perspectives and experiences. For information about working at Fidelity, visit FidelityCareers.com. Fidelity Investments is an equal opportunity employer. Fidelity will reasonably accommodate applicants with disabilities who need adjustments to complete the application or interview process.
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This is my Fidelity
Benefits that adapt to everything life sends your way
401(k) with company match
Medical, dental, vision and prescription drug coverage
16-week maternity leave & 12-week parental leave
Student loan assistance
Fidelity is invested in you
Committed to Professional Development
At Fidelity, we are constantly adapting to the changing needs of our customers, new technologies, and better ways of working. And we empower our employees to do the same, with an emphasis on developing skills and connections that will help propel you forward in your career while being able to make an impact for Fidelity’s customers around the world.
We offer a wide range of options for professional development including online, in-person, and mentor driven solutions. Special interest and networking groups are also part of our culture of empowerment, personal and professional enrichment, diversity and inclusion, and knowledge sharing.
Continuing Education & Training
- Assess, build, and align your development plan through resources like our skill-building classroom and online courses.
- Video-based training for technology, leadership, management & more.
- Ongoing skills development and coaching opportunities.
- Paid training with a facilitator who is dedicated to your onboarding and will track and evaluate your progress, giving you strategies to improve.
- A range of talent development programs to support career mobility.
Mentoring
- Utilize the skills of experienced leaders to enrich your career.
- Dedicated mentors to help you grow into new areas of Fidelity’s business as you develop new skills.
- An open atmosphere of knowledge sharing and collaboration.
- Opportunities to pay it forward, sharing the knowledge you develop and as you help others define how they want their career to take shape.
Our Commitment to Diversity and Inclusion
"Fidelity believes in, and is committed to, fair and equitable treatment for every associate and customer, and to creating a safe and respectful environment, in which everyone is treated with kindness, compassion and respect." Abby Johnson | Chairman and CEO Fidelity Investments
At Fidelity, we are committed to building an enduring culture of inclusion and belonging that will attract, develop and retain a diverse workforce.
Fidelity’s ten affinity groups are self-organized groups of employees with common interests in areas such as race, ethnicity, gender or sexual orientation, or who share similar interests based on similar sets of experiences.
These Employee Resource Groups and Special Interest Groups are models of inclusion for Fidelity. They’re also a powerful form of engagement and development and can provide a pathway to visible leadership roles. Our affinity groups make a large contribution on the business, helping to ensure our products and services are delivered in a welcoming and equitable environment.
- Over 22K employees participate in an affinity group.
- Over 1,400 affinity group members volunteered for Fidelity Cares in 2020.
- 74% increase in affinity group memberships over the last three years.
Giving Back to Our Communities
Throughout Fidelity, you’ll find a genuine commitment to social responsibility – where we strive to make an impact for customers, while also making an impact on the world.
Fidelity Cares
- Provides associates with opportunities to actively volunteer and share their talents.
- Hosts numerous company-wide volunteer events (in-person and virtual).
- Partners with nonprofit organizations to support our local communities.
- More than 12,000 associates donate time annually – from interns to SVPs.
- Impact includes refurbishing schools, donating books and supplies, and teaching financial literacy.
Fidelity Charitable®
- Created to make it easy for people to support charitable organizations they care about.
- Helped deliver $7.3 billion in donor-recommended grants to charity in 2019.
- Supported more than 300,000 unique charities around the world.
- Since its inception, more than $42 billion has been given to public charities.
