Be a part of a revolutionary change!

At PMI, we’ve chosen to do something incredible. With huge change, comes huge opportunity. So, wherever you join us, you’ll enjoy the freedom to dream up and deliver, better, brighter solutions in a space that allows you to move your career forward in endlessly different directions.

Job Title:

Lead Audience Strategy & Profiling

Purpose of this role:

The Lead Audience Strategy & Profiling will drive advanced consumer profiling and multi-category audience strategies, combining strategic vision with deep technical expertise. This role is highly analytical and hands-on, leveraging SQL and Python to uncover patterns in consumer interactions, build predictive models, and deliver actionable insights that shape personalized consumer experiences across channels.

Key accountabilities:

Audience Strategy & Profiling

• Develop and refine audience segmentation frameworks for omni-channel activation.
• Translate consumer interaction data into actionable recommendations for CX design and personalization.
• Partner with brand, portfolio, and engagement teams to integrate audience strategies across the organization.

Advanced Analytics & Technical Execution

• Perform complex data analysis using SQL and Python to identify trends, clusters, and predictive behaviors.
• Build and maintain automated scripts, dashboards, and data pipelines for audience insights.
• Apply statistical and machine learning techniques to improve segmentation and targeting.

Campaign Measurement & Optimization

• Conduct pre- and post-campaign audience analytics to evaluate performance and refine strategies.
• Provide global recommendations based on learnings from completed campaigns.

Capability Building & Leadership

• Contribute to SOPs, OEBs, and toolkits to embed audience strategy in organizational processes.
• Mentor team members on technical best practices and advanced analytics.

Qualifications & Skills:

Education: Bachelor’s or Master’s in data science, Statistics, Marketing Analytics, or related field.

Experience required:

• 5+ years in audience strategy, profiling, or marketing analytics roles.
• Proven track record in hands-on data analysis and modeling.
• Excellent stakeholder management and ability to influence decisions.

Technical Expertise:

• Advanced proficiency in SQL and Python (data manipulation, modeling, automation).
• Experience with BI tools (Power BI, Tableau) and data visualization.
• Familiarity with cloud platforms and big data environments is a plus.

Preferred Qualifications:

• Experience with machine learning for segmentation and predictive modeling.
• Knowledge of CRM systems and consumer experience design.
• Understanding of GDPR and data privacy regulations.

Our commitment to inclusion

PMI is on a continuous journey to ensure that all of our employees feel welcome and feel that they belong. We have a number of internal networks that are inclusive and open for anyone to join, including networks covering employees from ethnic minority backgrounds, LGBTQ+ and gender. We’re also extremely proud to be the first global company to be awarded Equal Salary Certification. We take wellbeing seriously, so we have trained mental health First Aiders to help support our employees, as well as support in the form of our LifeWorks app and Employee Assistance Programme. PMI is an equal opportunities employer, hiring solely on merit and business need. We encourage applications regardless of sex, gender identity, ethnicity, age, sexual orientation, gender reassignment, religion or belief, marital status, pregnancy, parenthood and disability. If you require reasonable adjustments in any recruitment process with us, please make us aware.