Lowe s is a FORTUNE 100 home improvement company serving approximately 16 million customer transactions a week in the United States. With total fiscal year 2024 sales of more than $83 billion, Lowe s operates over 1,700 home improvement stores and employs approximately 300,000 associates. Based in Mooresville, N.C., Lowe s supports the communities it serves through programs focused on creating safe, affordable housing, improving community spaces, helping to develop the next generation of skilled trade experts and providing disaster relief to communities in need. For more information, visit Lowes.com.
Lowe s India, the Global Capability Center of Lowe s Companies Inc., is a hub for driving our technology, business, analytics, and shared services strategy. Based in Bengaluru with over 4,500 associates, it powers innovations across omnichannel retail, AI/ML, enterprise architecture, supply chain, and customer experience. From supporting and launching homegrown solutions to fostering innovation through its Catalyze platform, Lowe s India plays a pivotal role in transforming home improvement retail while upholding strong commitment to social impact and sustainability. For more information, visit Lowes India
About the Team
The Audience Architecture team is responsible for leading and discussing audience targeting strategies and audience enablement/implementations with partners, leading optimization strategies across assigned accounts, and working internally with the Programmatic and other media investment teams to make sure the audience strategies are implemented properly. The team will work with cross-functional teams to help deliver Lowe s omni-channel customer engagement and retention strategies for the Lowe s customer segments (and respective subsegments). The team will own the creation and orchestration of unified, prioritized audience strategies that target specific customer segments during moments that matter to drive personalization efforts at scale.
Job Summary
This will be an audience-focused role that involves working with stakeholders to syndicate audiences effectively, onboard them to various channels, and ensure seamless audience activation. The main purpose of the Analyst for Audience Architecture team is to size and build audiences that align with specific customer segments, enabling cross-functional teams to deliver a unified and personalized experience. You will be expected to understand the platform capabilities and availability of 1P/2P/3P data to build audiences at scale with efficiency and accuracy.
Core Responsibilities:
- Identify, size, and syndicate the highest value audience to target specific customer segments during key Home Improvement moments that matter to drive meaningful customer experiences.
- Work with Media teams and MarTech and manage day-to-day activation of audience.
- Assist in the maintenance of taxonomy maintaining a customer definition repository to instill audience unification across channels and initiatives.
- Support the Marketing governance process for audience creation, activation, and measurement.
- Participate in team meetings and knowledge sessions to share new learnings, strategies for targeting audiences and to provide feedback on the platform and governance.
- Support the orchestration of audience activation across cross functional teams & channels to deliver a unified, personalized experience.
Years of Experience:
Education Qualification & Certifications (optional)
Required Minimum Qualifications :
Skill Set Required
Primary Skills (must have)
- Curiosity- a desire to understand the audiences and the why and how behind their syndication.
- Analytical skills- the ability to leverage understanding of business and customer to verify the audience logic and recommend optimizations.
- Effective Communication- the ability to communicate and collaborate on challenges and recommendations to syndicate or optimize audiences with teams of all technical and analytical sophistication.
- Problem Solving- An understanding of how to approach any potential issues with the platform/data, along with a basic understanding of simple media channel-related troubleshooting.
- Data familiarity- Experience with leveraging 1P/2P/3P customer data to refine and define target audience creation.
- Highly organized with attention to detail
Secondary Skills (desired)
- Audience Syndication & Activation platforms - Epsilon, Audisense, Azira, Adobe Analytics, Meta Ads Manager, Campaign Manager 360
- Experience in Omni Channel Retail
- Proficiency in Microsoft Office (Excel & Powerpoint)
- BI and analytics tools like PowerBI, Tableau, SQL, R, Python
- Hands on experience of a DMP, CDP, CRM platform, other ad tech platforms for audience development, onboarding or/and syndication and taxonomy structure maintenance.
- Media Experience - Some experience working with Paid Media channels from campaign activation to audience strategy and targeting.
- Marketing background - Experience in audience development, data driven marketing and/or digital marketing with a strong understanding in ad tech landscape and addressable media ecosystem.
