Responsibilities

• Aggregate Masco’s fragmented 1PD into a more powerful enterprise audience asset
• Turn data into actionable audience insights and segments that brands can deploy
• Improve media efficiency and return on investment through smarter audience led activation
• Lead enterprise media and platform partnerships to unlock scale benefits
• Enable privacy safe collaboration with platforms and retailers via clean rooms
• Enterprise 1PD Aggregation & Audience Intelligence
• Lead the enterprise strategy for bringing together Masco 1PD across BUs, in partnership with IT, Legal, Privacy, and brand teams.
• Define shared audience and identity frameworks (taxonomy, segmentation logic, signal prioritization) that enable cross BU learning while preserving brand autonomy.
• Mine aggregated 1PD to surface enterprise level insights, behavioral patterns, and high value segments that individual brands cannot identify independently.
• Audience Segmentation & Media Ready Activation
• Translate enterprise insights into deployable audience segments built specifically for:
• Paid media activation
• Lookalike (LAL) and modeled audiences
• Retail and platform-based targeting
• Establish mentorship on how enterprise-determined audiences should be activated, refreshed, and measured across media platforms—without accomplishing campaigns.
• Ensure audience strategy directly advises prospecting efficiency, mid-funnel performance, and conversion outcomes.
• Media Effectiveness & Measurement
• Establish enterprise standards for media efficiency, attribution, and full-funnel value measurement (e.g., MMM or equivalent experience inputs and outputs).
• Ensure audience led strategies are tightly connected to media performance evaluation, not just reach or cost metrics.
• Identify opportunities to improve media efficiency and effectiveness across national media, retail media networks, and performance channels using Masco level audience insights.