Senior Executive – Audience Creation

Role Summary

This role supports the development and activation of audience strategies for Volkswagen Group brands at a global level. Sitting at the intersection of audience intelligence and audience creation, the Senior Executive helps translate consumer insights, research and platform signals into clear, targetable audiences that can be activated across global markets.

Working closely with audience strategists, activation teams and local markets, the role focuses on applying audience frameworks, developing audience recommendations, building and refining audiences within platforms, and evaluating audience performance.

The Senior Executive will take ownership of day-to-day audience workstreams and help ensure global audience guidance is practical, consistent and activation-ready

Audience Intelligence & Insight Application

• Translate audience intelligence and platform signals into audience recommendations.
• Bring together inputs from tools such as Omni, research platforms and media insights to inform strategies.
• Support the evaluation of audience performance and contribute recommendations for future audience development.

Audience Creation & Activation Support

• Build, refine and manage audiences across DSPs and social platforms using established audience frameworks.
• Support audience testing, validation and troubleshooting during campaign activation.
• Evaluate audience performance and identify optimisation opportunities.

Global–Local Collaboration

• Help local teams adapt audience frameworks and recommendations to market needs.
• Build effective working relationships with regional activation teams and local stakeholders.
• Share learnings and best practices across markets to promote consistent audience activation.

Ways of Working & Knowledge Sharing

• Maintain clear and organised audience documentation, frameworks and activation guidance.
• Support the development of audience best practices and operational processes.
• Proactively share insights, learnings and platform updates with internal teams.

You will likely bring:

• Experience within digital media, audience targeting, analytics or marketing.
• Experience working with audience, media or consumer data to generate insights and recommendations.
• Confidence using Excel and working with large datasets.
• Familiarity with audience creation and activation platforms such as DV360, Meta and Amazon.
• Ability to interpret data from multiple sources and communicate findings clearly.
• Strong organisational skills and the ability to manage multiple projects simultaneously.
• Experience working with internal stakeholders in a collaborative environment.

Tools & Platforms

Familiarity with key digital and audience platforms, ideally including:

• DSPs: DV360, The Trade Desk or equivalent
• Social platforms: Meta, TikTok, YouTube
• Audience & insight tools: Omni, GWI, YouGov or similar
• Measurement platforms: GA4, platform analytics (nice to have)

Personal profile:

• Curious and passionate about audience strategy, data and digital media.
• Proactive and eager to learn new tools, methodologies and platforms
• Comfortable taking ownership of workstreams while collaborating closely with colleagues.
• Detail-oriented with strong problem-solving skills.
• Confident communicating with stakeholders across different markets and disciplines.
• Able to balance multiple priorities and consistently deliver high-quality work.
• Positive, collaborative and committed to continuous development.