Audience & Segmentation Specialist

Title: Audience & Segmentation Specialist

About the position and the team

Be part of the TelevisaUnivision team, the leading Spanish-language media and content company in the world. TelevisaUnivision has the most extensive library of its own content and is a leader in production capacity in the sector, which drives its digital streaming, traditional television, and radio platforms.

We are a vibrant company with more than 10,000 collaborators in Mexico, Colombia, and the USA. We are united by a passion for entertainment, creativity, and great milestones. At TelevisaUnivision, you will find a friendly and equitable environment to grow personally and professionally.

Join and be part of this great dynamic team!

TelevisaUnivision is looking for an Audience & Segmentation Specialist for the Sales area.

The Sales area focuses on generating revenue and increasing market share by identifying and satisfying customer needs. This involves developing sales strategies, building customer relationships, presenting products or services, and closing commercial agreements to achieve sales goals and objectives.

About you:

Maximize the value of the platform's audience through the identification, deep understanding, and strategic segmentation of users, with the ultimate goal of optimizing advertising monetization and improving user experience. Work with 1P data and potentially with 2P and 3P, to build a 360-degree user profile. Develop methodologies and use tools (DMPs, CDPs) to create logical and actionable audience segments.

Your day to day:

• Deep Analysis of Audience Behavior
• Audience Data Integration and Management: Work with 1P, 2P, and 3P data to build complete and unified user profiles.
• Audience Segment Design and Creation: Develop and apply methodologies to create logical and actionable audience segments based on demographics, interests, behaviors, and content affinities.
• Segment Validation and Refinement: Test the effectiveness and size of the created segments, iterating to ensure they are relevant and monetizable.
• Precise Targeting Enablement: Provide audience segments to sales and programmatic teams to allow advertisers to target their campaigns to the most relevant audiences.
• Collaboration for Yield Optimization: Work with the yield and programmatic team to integrate audience segments into monetization strategies (Open Exchange, PMPs) and maximize inventory value.
• Audience Product Development: Collaborate in identifying and creating premium audience "packages" that the sales force can offer to advertisers.
• Advertising Performance Analysis by Segment: Measure how different audience segments respond to ads, providing insights for campaign optimization and demonstrating ROI to advertisers.
• Audience Insights and Trends Reporting: Generate reports and presentations that clearly communicate audience insights and segmentation trends to internal stakeholders (content, product, sales, leadership).
• Optimization of Ad Relevance for Advertisers: Contribute with segmentation insights to allow advertisers to personalize their advertising messages, increasing ad relevance and campaign effectiveness.

You must have:

• Advanced English
• Solid experience in collecting, cleaning, analyzing, and interpreting large volumes of user data, especially viewing behavior and engagement data on digital platforms.
• Data Management Platforms (DMPs/CDPs): Practical handling of Data Management Platforms (DMPs) or Customer Data Platforms (CDPs) for the creation, activation, and management of audience segments.
• Audience Segmentation: Demonstrable experience in designing, building, and validating audience segments based on various attributes (demographic, psychographic, behavioral, interest-based).
• Programmatic Advertising and AdTech: Understanding how audience segments are used in the programmatic ecosystem (DSPs, SSPs, Ad Exchanges) for ad targeting.
• Visualization and Reporting Tools: Ability to create clear reports and dashboards that communicate audience insights to non-technical teams (e.g., sales, marketing, product).
• Knowledge of Attribution Models: Understanding how segmentation impacts advertising performance measurement and attribution.
• Advanced SQL and Excel: Strong data handling skills, including SQL queries for data extraction and manipulation, and advanced Excel for analysis.
• 4 years of experience

Benefits:

At TelevisaUnivision, we value the comprehensive well-being of our employees. We believe that a healthy balance between personal and professional life is fundamental to success. Therefore, we offer: Legal benefits and Superior benefits that exceed legal requirements. Our goal is to create a work environment that fosters productivity, creativity, and personal and professional growth.

Our commitment to inclusion

TelevisaUnivision is an equal opportunity employer. All qualified applicants will be considered for employment without regard to sex, gender identity, sexual orientation, race, color, religion, nationality, disability, age, or any other characteristic protected by law.

Univision is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to sex, gender identity, sexual orientation, race, color, religion, national origin, disability, protected veteran status, age, or any other characteristic protected by law.