Audience Planning Specialist

The Audience Planning team at Inspire translates consumer strategy from our brands into paid media audience strategy and targeting execution to ensure the media plans reach the right customers to drive incremental sales. The Audience Planning Specialist works across all national paid media campaigns for Inspire’s six brands. This role is the operational hub of the Audience Planning team and owns critical steps in turning audience strategy and audience-driven learning agendas into effective and measurable audience segment execution and tests, working with internal teams, external agencies, MarTech providers, and paid media platforms. This role assists the Director in orchestrating the portfolio-wide audience test and learn agenda, applying insights and best practices across the portfolio. This person is expected to be an independent self-starter, demonstrate initiative, work with a matrixed internal and external team, and own critical parts of the audience planning process.
Responsibilities:
Paid media campaign audience planning responsibilities
Assist the Audience Planning team in translating brand briefs into paid media audience strategies and bring the audience strategies to life through compelling data-driven strategy presentations.
Work with the Audience Planning team, agency team, Demand Generation Analytics, and the buying teams to translate audience strategy into individual segments across target data sources (including Inspire’s data cleanroom, Inspire’s CDP, and platform targeting) and paid media investments for a plan.
Own the campaign audience requests/launch trackers/message mapping to ensure that audiences from all target data sources are created, executed, and measured correctly across all campaigns for the portfolio of six brands.
Own the initiation of the tag process and ensure the audience taxonomy hygiene is flawless to instrument audiences and campaigns for analytics.
Work with the Audience Planning managers, Demand Generation Analytics, and the buying teams to execute the campaign learning agendas using audience measurement tools, ensuring clean and actionable insights.
Work with the Director, Audience Planning, to map and orchestrate the portfolio-wide learning agenda, and to apply repeatable learnings from one brand or campaign across the portfolio.
Work with the Audience Planning team, agency team and the Demand Generation Analytics team to ensure Data Cleanroom audience builds connect to the audience strategy, are developed on schedule, instrumented to answer test questions, and are sent to the correct media destinations.
Hands on keys user of Inspire’s CDP, building audiences and connecting them to paid media destinations.
Build platform native audiences in paid media platforms, and work with biddable to ensure the audiences are mapped to the correct buys.
Collaborate with the Audience Planners, buying teams, and Demand Generation Analytics to monitor audience performance in paid media campaigns, and recommend KPI-based audience optimizations.
Support the Director to enhance the overall Audience Planning process; the Specialist will own the team’s ways of working playbook documentation and evolve it as the team’s capabilities and processes evolve.
Work with the Director on portfolio projects, such as audience orchestration across paid, owned, and earned comms channels.
Work with paid media platform reps (like Meta, Snap, etc) to understand, document, and use each partner’s targeting capabilities to ensure Inspire remains best-in-class for audience planning.
Create, own, and evolve the audience planning teams templates used for audience strategy and tactical execution.
EDUCATION QUALIFICATIONS:
Required Minimum: Bachelor’s degree
EXPERIENCE QUALIFICATIONS:
1-2 years of relevant experience in marketing and / or media, ideally in an addressable media environment.
Demonstrated experience in project management/operations required.
REQUIRED KNOWLEDGE, SKILLS, AND ABILITIES:
Proactive self-starter who can work with minimal supervision and direction.
Detail and deadline-oriented with exceptional organizational skills
Ability to balance multiple projects and shifting deadlines.
Team player skilled at operating in a matrixed organization.
Excellent verbal and written communication skills for frequent contact with the internal and external teams.
Basic understanding of paid/owned media, media planning, and media math.
Analytical and strategic, with the ability to synthesize and organize complex data into simple, actionable direction.
Passion for test and learn frameworks and consumer insights.
Hands on keys experience with social and programmatic media platforms is a plus.
SQL knowledge and experience is a plus.
Advanced Excel and PowerPoint skills with the ability to turn data and insights into digestible visuals.
Strong sense of curiosity and desire to understand why things work the way they do.
Personal integrity, self-starter, and an appreciation for the power of true teamwork.
Inspire is a multi-brand restaurant company whose portfolio includes more than 33,300 Arby’s, Baskin-Robbins, Buffalo Wild Wings, Dunkin’, Jimmy John’s, and SONIC restaurants worldwide. We’re made up of some of the world’s most iconic restaurant brands, but we’re much more than just a restaurant company. We’re a team of hundreds of thousands who individually and collectively are changing the way people eat, drink, and gather around the table. We know that food is much more than a staple—it’s an experience. At Inspire, that’s our purpose: to ignite and nourish flavorful experiences.