Lead Analyst_Business Analytics_Audience Architecture

About Lowes:
Lowe s Companies, Inc. (NYSE: LOW) is a FORTUNE 50 home improvement company serving approximately 16 million customer transactions a week in the United States. With total fiscal year 2023 sales of more than $86 billion, Lowe s operates over 1,700 home improvement stores and employs approximately 300,000 associates. Based in Bengaluru, Lowe s India develops innovative technology products and solutions and delivers business capabilities to provide the best omnichannel experience for Lowe s customers. Lowe s India employs over 4,200 associates across technology, analytics, merchandising, supply chain, marketing, finance and accounting, product management and shared services. Lowe s India actively supports the communities it serves through programs focused on skill-building, sustainability and safe homes. For more information, visit, www.lowes.co.in.

About Team:

The Audience Architecture team is responsible for leading and discussing audience targeting strategies and audience enablement/implementations with partners, leading optimization strategies across assigned accounts, and working internally with the Programmatic and other media investment teams to make sure the audience strategies are implemented properly. The team will work with cross-functional teams to help deliver Lowe s omni-channel customer engagement and retention strategies for the Lowe s customer segments (and respective subsegments). The team will own the creation and orchestration of unified, prioritized audience strategies that target specific customer segments during moments that matter to drive personalization efforts at scale.

Job Summary:

The Lead Analyst is a key member of the Audience Architecture Team. This will be an audience-focused role that involves working with clients on audience strategy, channel onboarding, and audience syndication. You will be responsible for interacting with internal stakeholders to understand audience requirements and leverage retail, customer, and media knowledge to recommend target audience. You will also identify, size and build audiences to support the audience activation to target specific customer segments across cross functional teams & channels to deliver a unified, personalized experience. You will be expected to build audiences leveraging 1P/2P/3P data at scale with efficiency and accuracy. You will be responsible for recommending Audience strategy across channels and customer journey touchpoints. The Lead Analyst will also lead the audience discussions with marketing, channel teams, MarTech, DACI, Marketing Finance, and the 3rd party vendor.

Core Responsibilities:

• Identify, size, and syndicate the highest value audience to target specific customer segments during key Home Improvement moments that matter to drive meaningful customer experiences.
• Work with Media teams and MarTech and manage day-to-day activation of audience.
• Translate department specific marketing needs into audience architecture and syndication.
• Leverage business logic, customer data and platforms to optimize audience architecture design, building and syndication to paid and owned channels.
• Assist in the development of Marketing customer taxonomy maintaining a customer definition repository to instill audience unification across channels and initiatives.
• Support the Marketing governance process for audience creation, activation, and measurement.
• Lead team meetings and knowledge sessions to share new learnings, strategies for targeting audiences and to provide feedback on the platform and governance.
• Support the orchestration of audience activation across cross functional teams & channels to deliver a unified, personalized experience.
• Manage audience strategy for media teams, communicating strategies/recommendations to media teams using a consultative approach.
• Assist in the development of materials, including presentations and reports to inform and guide the marketing teams on audience strategy.
• Translate business requirements to Technology and Data Analytics & Measurement cross-functional partners for support to enable customer data (across 1P, 2P and 3P), Personalization/MarTech capabilities, and consolidated measurement plan.

Primary Skills (must have)

• Curiosity- a desire to understand the audiences and the why and how behind their syndication.
• Analytical skills- the ability to leverage understanding of business and customer to verify the audience logic and recommend optimizations.
• Effective Communication- the ability to communicate and collaborate on challenges and recommendations to syndicate or optimize audiences with teams of all technical and analytical sophistication.
• Problem Solving- An understanding of how to approach any potential issues with the platform/data, along with a basic understanding of simple media channel-related troubleshooting.
• Data familiarity- Experience with leveraging 1P/2P/3P customer data to refine and define target audience creation.
• Highly organized with attention to detail
• Hands on experience of a DMP, CDP, CRM platform, other ad tech platforms for audience development, onboarding or/and syndication and taxonomy structure maintenance.
• Marketing background - Experience in audience development, data driven marketing and/or digital marketing with a strong understanding in ad tech landscape and addressable media ecosystem.
• Experience with mentoring and developing talent

Secondary Skills (desired)

• Audience Syndication & Activation platforms - Epsilon, Audisense, Azira, Adobe Analytics, Meta Ads Manager, Campaign Manager 360
• Experience in Omni Channel Retail
• Proficiency in Microsoft Office (Excel & Powerpoint)
• BI and analytics tools like PowerBI, Tableau, SQL, R, Python
• Media Experience - Some experience working with Paid Media channels from campaign activation to audience strategy and targeting.

Lowes is an equal opportunity employer and administers all personnel practices without regard to race, color, religious creed, sex, gender, age, ancestry, national origin, mental or physical disability or medical condition, sexual orientation, gender identity or expression, marital status, military or veteran status, genetic information, or any other category protected under federal, state, or local law.