Marketing Analytics & Audience Management Specialist H/F PSA Retail France SAS

This role offers a unique opportunity to shape the future of Stellantis' marketing strategies, drive innovation in data-driven decision-making, and enhance customer engagement. You will collaborate closely with marketing teams, leveraging advanced analytics and data-driven insights to optimize programs and maximize ROI across all customer channels.

Main Responsibilities:

Audience Identification & Segmentation
- Build the foundation and framework for audience creation and management in collaboration with Data Privacy, BI, Marketing analytics and operations.
- Design and execute audience segmentation, targeting, and engagement strategies across all CRM owned and paid channels.
- Leverage the CDP to identify and define and segment marketable audiences based on behavior, demographics, and other customer and vehicle data points.
- Develop and refine segmentation strategies for email, and digital marketing campaigns (such as A/B testing & personalization) to maximize engagement and conversion rates.
- Continuously analyze audience performance metrics and adjust segmentation strategies to improve outcomes.
- Develop a comprehensive 360-degree customer view by integrating app, web, and marketing data using Salesforce data Cloud, CDP, GA4 and Databricks

Data Management & Gap Analysis
- Identify and address data gaps that limit effective audience targeting.
- Collaborate with internal teams to prioritize data enrichment initiatives to enhance the completeness and accuracy of audience profiles.
- Partner with Analytics, Digital Tracking & Martech and ICT teams to ensure data is correctly ingested, processed, and updated within the CDP and our audience management system.

Cross-Functional Collaboration
- Partner with the Customer Data Platform Manager to define business requirements, implementation plans, and monitor the effectiveness and performance of resulting audience plans.
- Collaborate with marketing stakeholders to translate business objectives into data-driven audience strategies.
- Serve as a liaison between marketing, analytics, and technology teams to align on audience development goals and execution.

Optimization & Reporting
- Track and analyze the performance of segmented audiences across channels and campaigns.
- Provide actionable insights and recommendations for campaign optimization based on audience engagement data.
- Create detailed reports and dashboards to communicate audience performance and opportunities to key stakeholders.