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Manager, Audience Strategy & Growth

Toronto, Canada
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Role Description:


We’re searching for a hardworking & results-oriented Audience Strategist to lead eBay’s Customer segmentation strategy. This segmentation will be based on numerous inputs including (but not limited to): Customers’ lifecycle stage, purchase journey status, enthusiast vs. generalist buying habits & propensity to Sell. 

You’ll sit within the US Marketing Team (part of our larger North America Team). Your work will involve active engagement with NA Verticals teams, Analytics and multiple areas of the Global Marketing Organization (e.g. Customer Science, Customer Marketing & Performance Marketing).

In this role, you will drive multiple Teams to be increasingly Customer centric & successfully harness MarTech to deliver effective personalization at scale. This is a dynamic, fast-paced role that requires strong collaboration and communication skills to consistently deliver customer facing impact.

You'll Be Responsible For:

  • Strategic Segmentation Planning: You’ll work closely with our Global Customer Science Team & Marketing Partners to define Customer Segments. Importantly, you will account for overlapping Segments, Customer migration & define objectives for each segment.     

  • Audience Briefs: Once your Segmentation plans are defined, you’ll provide tactical direction to our Database Marketing (DBM) Team to create these Audiences & make them available for targeting across Marketing Channels. Although formal SQL experience is not required, a basic understanding will be advantageous.

  • Test & Learn:A core part of this Role will be to conduct rigorous testing (both A/B & MVT) for your Audience Segments. You will lead the strategic design, steward the implementation & leverage the insights of this experimentation to continuously optimize.  

  • Reach & Treatment: For the Customer segments that you define, you will provide strategic direction on the optimal Marketing Channels (both Paid & Owned) to reach these Customers. Likewise, you will provide a direction on both the contact (i.e. frequency) & content strategy. Although you will not be expected to develop Creative Briefs, you must be able to articulate your strategic objectives to Marketing Managers & Creative Partners.  

You're Experienced In:

  • Customer Lifetime Value (CLV): You already have an understanding of CLV & other Customer Centric metrics. You’re able to leverage these to develop optimization plans & testing plans. 

  • Omni-Channel Marketing: You understand the role, capabilities and impact of campaigns in both Owned (Email, Site, Push) and Paid (Display, Paid Social, Search & EPN) Channels.

  • Optimization & Decision-Making:You are driven to deliver and will constantly strive to ensure the optimal Customer experience. You are comfortable and experienced in creating and understanding detailed analyses. You are able to create quant-driven hypotheses and analyze results. You are able to define, size and prioritize competing opportunities based on impact and feasibility, return and qualitative inputs.

  • Communication & Influence:You are able to prepare and present concise, relevant and impactful content for all levels of the organization from Marketing Managers to senior leadership (ideally up to the C-Suite level). You are able to leverage a range of communication styles and approaches to effectively drive or influence outcomes across the organization.  

  • Education: Full 4-year undergraduate degree from a respected University. MBAs are also encouraged.

You're Passionate About:

  • Customer Centricity: You're deeply focused on the Customer and can be empathetic to their different needs across their overall Lifecycle & individual Purchase Journey.

  • Lifecycle Marketing: You love strategizing on how to best serve different strategic Customer audiences/segments. A data-driven mindset is a prerequisite. 

  • Segmentation: You leverage your understanding of the Customer (both the individual and the collective audience) to create smaller, more precise sub-Segments.  

  • E-Commerce: You have real passion for e-commerce & want to work on complex challenges in a dynamic environment. Prior Marketing experience for a two-sided Marketplace (not strictly e-commerce) is valued.  

  • eBay: You're ready to join us right after our 25th anniversary! Your passion for our Marketplace & Customers (esp. Sellers) will help drive our continued success.

We love creating opportunities for others by connecting people from widely diverse backgrounds, perspectives, and geographies. So, being diverse and inclusive isn’t just something we strive for, it is who we are, and part of what we do each and every single day. We want to ensure that as an employee, you feel eBay is a place where, no matter who you are, you feel safe, included, and that you have the opportunity to bring your unique self to work. To learn about Diversity & Inclusion at eBay click here: https://www.ebayinc.com/our-company/diversity-inclusion/

eBay Inc. is an equal opportunity employer.  All qualified applicants will receive consideration for employment without regard to race, color, religion, national origin, sex, sexual orientation, gender identity, veteran status, and disability, or other legally protected status.  If you are unable to submit an application because of incompatible assistive technology or a disability, please contact us at talent@ebay.com.  We will make every effort to respond to your request for disability assistance as soon as possible.

For more information see:  EEO is the Law Poster and EEO is the Law Poster Supplement

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