As Audience Lead, you’ll work across agile Test & Learn squads to create end-to-end audience strategies that maximise learning and test success. You’ll translate insights into hypotheses, size opportunities, and connect audience strategies to the wider personalisation plan to deliver impact. Collaborating with squads, business owners, and teams such as Measurement, Insights, and EA, you’ll ensure smooth implementation and that successful tests flow seamlessly into BAU. Develop and communicate a holistic audience strategy aligned to Personalisation OKRs, using data insights and market trends. Collaborate with cross-functional teams and Test & Learn squads to design audience strategies that maximise learning, success, and scalability. Streamline audience selection processes and definitions to drive pace and simplicity. Use insights from tests to refine strategies, shape the Personalisation roadmap, and support business cases for scaling successful tests. Maintain strong stakeholder engagement across key teams including Insights, EA, Measurement, and Finance. Strong background in customer insight, analytics, and data-driven decision-making. Commercial acumen with strategic thinking and problem-solving skills. Proven ability to lead cross-functional initiatives and influence diverse teams. Skilled in translating complex analysis into clear, actionable strategies and compelling stories. Effective prioritisation and stakeholder management across matrixed environments.