Audience Strategy ___ Planning Manager, Marketing - Boots UK

Job reference: 127734BR Previous
Location: Nottingham Support Office
Function area: Marketing and Brand
Shift pattern: Full-time
Contract type: Permanent
Hours per week: Over 35 hours per week
The Audience Strategy and Planning Manager’s role is to put the customer at the heart of our integrated media campaigns. The ASPM supports the media strategy and planning teams in delivering audience led plans aligned to customer journeys.

The ASPM translates customer profiles and segments into media audiences; they drive the use of first party data to deliver highly performing campaigns. They understand how the audience strategy contributes to achieving commercial and strategic objectives.

The ASPM will contribute to the campaign performance reporting from an audience perspective. They will work in close collaboration with Insight, Data Science & Analytics to refine our understanding and usage of audiences.

Key Responsibilities:

• Strategic audience planning: understands how commercial and marketing objectives can be delivered through the combination of audience profiling and targeting within integrated media campaigns.
• Accountable for strategic and tactical decisions on audience profiles and targets, within the context of media plans using insight, customer journeys, performance data and analytics
• Supports the acceleration of 1PD across media channels; works closely with the media agency, Data Science and Martech teams to identify opportunities to leverage customer data and improve campaign performance through personalization
• Utilizes qualitative and quantitative insight as well performance data and analytics to inform audience recommendations
• Works closely with data science and AI teams to drive mass personalization across channels.
• Drives meaningful innovation; identifies new, innovative ways of reaching customers. Understands how Martech can support the delivery of effective audience strategy and planning.

A bit about you:

• Experience in audience analytics, profiling and/or audience strategy & planning
• Experience of leveraging first party data to improve channel/campaign performance
• Demonstrable expertise in key media channels, particularly across addressable media; solid knowledge of ATL, paid digital channels, organic channels & CRM. Demonstrable ability to develop effective audience recommendations to support communication plans.
• Good understanding of Martech, including AI, to support innovation in audience planning and optimisation.
• Demonstrable success in driving commercial results through audience planning.

A bit about the team:

The Omni-channel media team has been created to ensure our paid, owned and earned media strategy delivers demonstrable commercial performance for the business. This will be achieved through:

1. Improved Individual channel performance: acceleration of mass personalization and our ability to optimize campaigns through data + tech + content
2. Improved cross-channel performance through re-engineering our planning process to be customer-centric, not product or channel centric. We will also establish robust cross channel performance tracking and reporting.
3. Ensure the integrated media plan is informed by the customer journey and aligned to our commercial objectives
4. Develop new media solutions for our brand partners to generate profitable and sustainable growth

Fast paced and extremely passionate, our Marketing team drive our success and keep our customers coming back for more, through inspiring and innovative communications. Promoting our latest products, delivering great offers that make our customers feel good and inspiring our colleagues.

Boots UK is part of the Retail Pharmacy International Division of Walgreens Boots Alliance and is the UKs leading pharmacy-led health and beauty retailer. With over 2500 stores in the UK our purpose is to help our customers look and feel better than they ever thought possible. You can learn more by visiting

What we can offer you:

• 25 days annual leave, plus statutory bank holidays & option to buy an additional 5 days annual leave
• Annual discretionary bonus plan
• Market leading staff discount scheme including Boots Opticians - frames and contact lenses
• Competitive company pension scheme
• Flexible benefits scheme available ranging from private medical insurance, cycle to work scheme and many more
• Onsite Staff Shop, Opticians, Gym, Costa, Canteen and Dry Cleaning
• Boots Benevolent Fund - a registered charity that can offer support to eligible current and former colleagues in the UK, as well as their immediate relatives and dependants, at times of financial hardship

Diversity and inclusion is at the centre of everything we do. We are an equal opportunity employer committed to a diverse and inclusive workforce.