Senior Manager, Audience Planning, RIsk & Security
About The Position
The Senior Manager, Audience Planning is the audience subject matter expert for global Risk & Security buying group. This role bridges global strategy and regional execution by defining who is the buying group audience and why they buy, then translating those insights into precise, actionable plans that drive campaigns across markets. As the primary audience partner to campaign and integrated marketing leaders, this role establishes the strategic foundation that informs all downstream marketing activity. They work closely with Activation & Experience teams (media, email, experience, discovery) to ensure audience strategies are accurately executed in campaigns, while coordinating with regional audience planning partners to adapt plans for local markets.
Requirements
- ABM strategy and orchestration expertise
- Channel mix selection and customer journey design
- Audience research and synthesis capabilities
- Data triangulation and strategic analysis
- GTM strategy and planning experience
- Deep understanding of marketplace dynamics and competitive positioning
- Regional GTM and localization expertise
- Proficiency with MarTech and data platforms (Workfront, Power BI, GWI, Claude AI)
- 7-10+ years in B2B marketing, audience planning, product marketing, or strategic planning
- 3+ years managing global-to-regional marketing strategy
- Proven ability to translate corporate strategy into actionable field marketing programs
- Deep understanding of B2B buying behaviors and buyer group dynamics
- Experience with both quantitative and qualitative research methodologies
- Bachelor's degree required; MBA or advanced degree in marketing, business, or related field preferred
Nice To Haves
- Risk & Security Domain Knowledge: Strong grasp of cybersecurity, GRC (governance, risk, and compliance), threat detection, vulnerability management, and security operations.
- Knowledge of security buyer personas including CISOs, Risk Officers, Compliance Directors, and Security Operations Managers.
Responsibilities
- Own the Buyer Group Audience Strategy
- Serve as the go-to expert for your buyer group within the integrated marketing planning process
- Build and maintain addressable audience segments, augmenting them with proprietary data for precise targeting
- Design end-to-end customer journeys and connection strategies that define channel mix, sequence, and messaging for each buying stage
- Generate & Synthesize Insights
- Triangulate insights from CRM, intent data, product usage, analytics, and qualitative research to understand persona pain points, motivations, media habits, and journey signals
- Direct qualitative research to uncover local and regional nuances in buying behavior
- Translate insights from the central Audience Insights team into actionable strategies for your buyer group
- Enable Campaign Execution
- Partner with Integrated Program Directors, Activation & Experience teams, and creative to ensure audience strategies translate into effective campaigns
- Provide data requirements and segment logic to Data & Analytics teams for audience activation
- Deliver persona insights that inform all messaging and creative development
- Bridge Global & Regional
- Coordinate with regional campaign partners to adapt strategies for local markets while maintaining global consistency
- Ensure regional strategies reflect local market behaviors, media consumption patterns, cultural nuances, and compliance requirements
- Feed regional performance data and localization insights back to inform global strategy
- Build trust with regional sales and marketing leadership through clear communication and actionable insights
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What This Job Offers
Job Type
Full-time
Career Level
Mid Level
