Lead the creation and implementation of audience planning standards, driving customer-focused, value-led strategies across Personalisation. Serve as the go-to expert on audience frameworks, quality, and best practices, empowering the Planning Pod to deliver purposeful, measurable results. Shape the Audience Strategy: Define and continuously evolve the end-to-end audience framework for Personalisation, embedding best practices, guardrails, and governance to optimise engagement and reduce fatigue. Lead with Expertise: Act as the Audience Subject Matter Expert within the Planning Pod, prioritising customer plans against growth objectives. Drive Planning & Activation: Own prioritisation and operating rhythms for opportunity briefs, campaign activation, and post-launch learning—balancing short- and long-term value. Champion Measurement & Value: Partner with Measurement, Analytics, and Finance to ensure all activity is measurable, value-validated, and aligned to commercial priorities. Standardise & Scale: Develop tools, templates, and playbooks for opportunity sizing, acceptance criteria, and decision forums. Innovate & Benchmark: Stay ahead of market trends, integrating new capabilities (e.g., decisioning, cross-channel orchestration) into best practices. Refresh & Communicate: Run quarterly standards updates, refreshing segments, guardrails, and sharing impact insights across teams. Collaborate Across Functions: Build strong partnerships with Customer, Rewards, Journey, and Commercial teams to co-create actionable audience briefs and support forecasting. Set Measurement Standards: Operate with authority across matrixed teams, defining and maintaining measurement frameworks and methodologies for all analytical resources supporting Personalisation. Expertise in Audience Strategy: Deep experience in data-driven audience creation, analytics, and insights within a fast-paced, multi-channel environment. Framework Leadership: Proven ability to design and govern frameworks, lead decision forums, and simplify complex methodologies for diverse stakeholders. Influential Communicator: Strong stakeholder management, prioritisation, and storytelling skills to drive alignment and impact. Value Delivery: A track record of delivering measurable outcomes through Personalisation and CRM initiatives. Industry Knowledge: Experience in retail, loyalty, and customer programmes is highly desirable.