Director Advertising Insights & Audience Strategy

Xumo, a joint venture between Comcast and Charter Communications, was formed to develop and offer a next-generation streaming platform for the entire entertainment industry. The company consists of three primary lines of business: Xumo devices, Xumo Play, and Xumo Enterprise. Powered by Comcast’s global entertainment platform, Xumo devices feature a world-class user interface with universal voice search capabilities, making it easy for consumers to find and enjoy their favorite streaming content. Xumo Play is a free ad-supported streaming TV (FAST) service offering hundreds of linear channels and on-demand options. Xumo Enterprise provides tools and services for content creators, distributors, and advertisers to make FAST content more accessible.

Job Summary

We are seeking a dynamic and collaborative individual to help drive efforts around our emerging Xumo Identity Platform. This individual will serve as the primary point person for the platform, driving its adoption and integration across the organization to deliver deeper audience insights and enable more effective targeting. This individual will also play a key role in translating audience insights into actionable strategies and compelling narratives that support both internal decision-making and advertiser engagement. This role sits at the intersection of data strategy, ad sales, marketing, product, and revenue enablement. The ideal candidate will have a deep understanding of audience segmentation, targeting, and a proven track record of translating data into actionable strategies that improve engagement and revenue outcomes.

Job Description

Additional Job Info/Summary:
Success requires influencing and aligning senior stakeholders across business units through strong credibility and relationship building. Success also requires balancing long-term platform vision with near-term impact—driving adoption of XIP while ensuring its outputs are relevant, actionable, and aligned with business and advertiser needs.

• Position is office based in Philadelphia, PA or Irvine, CA- 4 days a week in office/1 day remote

Core Responsibilities

• Identify and prioritize high-value and differentiating audience segments within XIP
• Partner with Direct Ad Sales to understand advertiser needs and translate audience insights into narratives and go-to-market approaches that inform advertiser strategy and drive measurable revenue outcomes
• Develop and drive audience-based go-to-market strategies, including packaging and positioning
• Incorporate feedback from sales teams and campaign performance to refine and improve audience offerings over time
• Serve as the business owner of audience strategy powered by the Xumo Identity Platform
• Lead cross-functional collaboration with ad sales, marketing, product, and technology teams to integrate audience segmentation models into broader analytics and business workflows
• Partner with content and editorial teams to align audience segmentation strategies with content and programming decisions, enabling more effective targeting and improved yield
• Draft and manage requirements and other supporting business documentation
• Develop and evolve audience segmentation frameworks to support personalization, targeting, campaign effectiveness, and overall business value
• Collaborate with analytics, marketing, product, and revenue stakeholders to identify and activate high-impact use cases
• Establish processes and best practices for segment governance, audience taxonomy, and performance tracking
• Drive adoption of data-driven decision making by making audience insights accessible and actionable across teams
• Track performance and ROI of targeted campaigns and translate results into insights that inform future segmentation, targeting, and strategy
• Stay up-to-date on industry trends and best practices in data-backed audience development and segmentation
• Other duties and responsibilities as assigned
• Consistent exercise of independent judgment and discretion in matters of significance
• Regular, consistent, and punctual attendance
• Ability to operate in a fast-paced environment with evolving priorities

Employees at all levels are expected to:

• Understand our Operating Principles; make them the guidelines for how you do your job.
• Own the customer experience - think and act in ways that put our customers first, give them seamless digital options at every touchpoint, and make them promoters of our products and services.
• Know your stuff - be enthusiastic learners, users and advocates of our game-changing technology, products and services, especially our digital tools and experiences.
• Win as a team - make big things happen by working together and being open to new ideas.
• Be an active part of the Net Promoter System - a way of working that brings more employee and customer feedback into the company - by joining huddles, making call backs and helping us elevate opportunities to do better for our customers.
• Drive results and growth.
• Support a culture of inclusion in how you work and lead.
• Do what's right for each other, our customers, investors and our communities.

Disclaimer:

• This information has been designed to indicate the general nature and level of work performed by employees in this role. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities and qualifications.

Skills

Audience Building, Campaign Development, Customer Segmentation Analysis, Data-Driven Decision Making, Digital Advertising, Stakeholder Influence, Targeted Advertising

Compensation

This job can be performed in California with a good faith estimated pay range upon hire of $135,819.09 USD - $251,516.83.Comcast intends to offer the selected candidate base pay within the posted range for this role at the time of posting dependent on job-related, non-discriminatory factors such as experience. The application window is 30 days from the date job is posted, unless the number of applicants requires it to close sooner or later.

Base pay is one part of the Total Rewards that Comcast provides to compensate and recognize employees for their work.    Most sales positions are eligible for a Commission under the terms of an applicable plan, while most non-sales positions are eligible for a Bonus.  Additionally, Comcast provides best-in-class Benefits to eligible employees.  We believe that benefits should connect you to the support you need when it matters most, and should help you care for those who matter most.  That’s why we provide an array of options, expert guidance and always-on tools, that are personalized to meet the needs of your reality – to help support you physically, financially and emotionally through the big milestones and in your everyday life. Please visit the compensation and benefits summary on our careers site for more details.

Education

Bachelor's DegreeWhile possessing the stated degree is preferred, Comcast also may consider applicants who hold some combination of coursework and experience, or who have extensive related professional experience.

Certifications (if applicable)

Relevant Work Experience

10 Years +Comcast is an equal opportunity workplace. We will consider all qualified applicants for employment without regard to race, color, religion, age, sex, sexual orientation, gender identity, national origin, disability, veteran status, genetic information, or any other basis protected by applicable law.