Job description file in attachment
Job Description – Audience & Segmentation Specialist
Purpose of the Role
As Audience & Segmentation Specialist, you support the CRM Campaign team and marketing stakeholders (such as Media, MMD, D&A…) in building customer segmentations, preparing the setup of customer journeys, and manipulating customer campaign data. You will enable the activation offirst-party data for both internal CRM initiatives and external media applications, ensuring that customer data drives value across the ecosystem.
You will be the connection between CRM, Media and MMD teams: you will create customer segments that are shared with external partners through privacy-safe environments (e.g., Infosum). You help translate business needs into actionable data sets and segments, and you ensure these are technically correct, compliant, and usable for activation.
Your role focusses on supporting & coordinating technical and analytical activities: you transform customer data into target groups and ensure campaigns go live correctly using our Marketing activation & orchestration technology, and contribute to their activation on external platforms.
Key Responsibilities
Segmentation & Data Preparation- Advice, select, prepare and document the right customer segments based on campaign or media briefings based on predefined criteria
- Design segments to be used in CRM and (retail) media activations (via data bunkers).
- Collaborate closely with MMD & Media to understand audience strategies and translate them into usable customer data sets.
- Maintain accuracy and consistency in audience definitions across platforms
- Create SQL queries or configuration of target groups in segmentation tools.
- Automate recurring audience builds within Blueconic, Salesforce, or other tools.
- Ensure compliance with privacy and data governance guidelines.
KPI
- Accuracy and timeliness of segment delivery
- Reusability and efficiency across channels
- Data quality and compliance with standards
- Number of improvements in flows/automation
Time allocation
30%
(Retail) Media & First-Party Data Activation- Select & deliver validated audience segments to external activation platforms (e.g., via Infosum).
- Monitor segment usage, performance feedback and optimize audience definitions accordingly.
- Contribute to the definition of best practices for segment sharing and tracking.
- Support first-party delivery as a SPOC for MMD/Media.
KPI
- Number of successful segment activations
- Proactive identification of risks/issues
- Internal and external stakeholder satisfaction
Time allocation
20%
Customer Journey Building- Build and test Customer journeys in our campaigning tools (e.g., Marketing Cloud).
- Ensure customer communication is preserved – eg by also avoiding selection for new campaigns.
- Document flows, test scenarios and go-live validations.
KPI
- Quality and consistency of journeys
- Avoidance of double targeting
- Timely go-live of journeys
Time allocation
20%
Campaign / Project Execution- Ensure campaign execution from a segmentation/data readiness standpoint.
- Coordinate with CRM Campaign Analyst and D&A for insights and learnings.
- Follow escalation process for identified issues or risks
KPI
- Timely readiness of data and segments for execution
- Number of incidents avoided or resolved proactively
- Stakeholder feedback on execution quality
Time allocation
10%
Reporting & Insights- Deliver input data for campaign reports and dashboards.
- Contribute to campaign debriefs with key data findings.
KPI
- Quality and accuracy of data delivered for reports
- Number of valuable insights contributed to campaign reviews
Time allocation
10%
Collaboration & Support- Actively contribute to CRM, Media and MMD meetings.
- Prioritizes alignment across departments for segment-related activities.
- Pro-actively supports in optimizing naming conventions, testing methodologies, and targeting consistency.
KPI
- Number of optimization initiatives implemented
- Stakeholder satisfaction
- Contribution to interdepartmental alignment
Time allocation
10%
Required Profile
- Bachelor's or Master's degree in marketing, technology, data or equivalent.
- 1-2 years of experience in Marketing Automation, digital marketing and/or audience management.
- Good knowledge of segmentation tools, CRM platforms and data privacy principles.
- Experience with customer journey tools (e.g., Salesforce Marketing Cloud).
- Experience with retail media data activation or clean room environments (e.g., Infosum) is a plus.
- Analytical, accurate, structured and a strong communicator.
- Bilingual Dutch/French is a plus.
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