Job Title: Audience Manager (Paid Media)
Duration: 6 months
Reporting to: Paid Media Lead
About the Role
The Marketing Centre of Excellence (CoE) has been established to build world‑class capabilities across key marketing disciplines, spanning strategic planning through to rapidly evolving digital channels. It shifts the focus from product‑led to customer‑and capability‑led marketing, supporting the delivery of the One Aviva strategy. The Marketing CoE operates alongside Data and Digital CoEs, enabling Go‑To‑Market (GTM) teams to translate business objectives into customer‑centric campaigns, communications, and experiences.
The CoE comprises five specialist teams: Marketing Strategy, Reporting & Planning, CRM, Content & Creative, Digital Marketing & Paid Media, Customer Insight & Research.
This role sits within the Digital Marketing and Paid Media team, offering an exciting opportunity for an Audience Manager to lead audience strategy across paid media programmes.
Key Responsibilities
* Develop and deliver a robust audience strategy and framework to drive improved performance, efficiency, and cross‑sell opportunities within existing customer cohorts
* Audit current audience and MarTech set‑up, identifying opportunities for optimisation and growth.
* Define and track KPIs to measure audience performance across full‑funnel paid media activity.
* Lead execution of audience strategies across multiple business lines (General Insurance, Pensions, Protection, Health, Wealth & Advice)
* Leverage 1st party data and MarTech solutions (including Adobe CDP) to generate actionable insights and drive growth
* Collaborate with internal teams (Paid Media, Search, Social, CRM, Data, Tagging) and external agencies to activate data‑driven audience strategies.
* Champion a customer‑first approach, using journey insights to improve experiences and drive commercial outcomes
* Identify, evaluate and implement new market solutions and technologies to support multi‑product growth ambitions
* Act as a key stakeholder across a matrix organisation, connecting business strategy, technical capability, and media performances
About You
You are a strategic, data‑driven marketer with strong experience in audience development and paid media activation. You are comfortable working with complex data environments and thrive in highly regulated, matrixed organisations. You are an effective collaborator, able to influence stakeholders and translate technical capabilities into tangible business outcomes.
Skills & Experience Required
* Proven experience designing and implementing audience strategies across full‑funnel paid media programmes
* Strong track record of driving growth, efficiency, and cross‑sell performance within existing customer bases]
* Experience working with complex MarTech ecosystems, including CDPs (Adobe experience beneficial), clean rooms, and media partners
* Expertise in leveraging 1st, 2nd, and 3rd party data to create actionable audience insights
* Experience managing end‑to‑end implementation projects, including use case mapping, data analysis, and roadmap development
* Strong stakeholder management experience, partnering across CRM, Analytics, Legal, IT, Web, Tagging, and Data teams
* Deep understanding of paid media planning, activation, and optimisation, across platforms such as Meta Ads, Google Ads, and other digital channels
* Highly analytical with the ability to extract insights from complex data and translate them into business impact
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