Sirius XM Radio Inc. Senior Manager, Digital Identification & Audience Management in Washington, District Of Columbia

Requisition ID


Job Title

Senior Manager, Digital Identification & Audience Management


District Of Columbia



Type of Position


Job Description

Location: Washington, D.C.

Position Summary:

The Senior Manager, Digital Identification & Audience Management will support SiriusXM in realizing its vision of delivering data driven, customer centric experiences.

This role will be highly collaborative, working with partners across the organization to understand and support stakeholder needs and deliver customized experiences, while making recommendations to improve products and features for Digital Identification and Audience Management (1st / 3rd party device graphs, management and application across systems/processes, activation, reporting).

This role will be critical in building processes and instituting technology solutions to recognize and improve on-site conversion rates and customer interactions. The ideal candidate will have an appetite for discovery -- recognizing opportunities for improvement and taking the initiative to bring those opportunities forward and/or recommend solutions. Key success metrics include: increased customer identification, sales lift through improved personalization, and operational improvements in identity management.

The Senior Manager will stay current on emerging technologies and business strategies in the Digital Identification, personalization and Audience Management space. They will ensure products are integrated with other marketing platforms through constant collaboration with other product and channel peers in order to implement a consistent omni-channel experience.

Frequent collaborators include other Digital Product Management teams, Digital Analytics, Marketing Operations, Customer Acquisition and Winback teams, IT planning and development. This role reports to the Director, Digital Operations.

Duties and Responsibilities:

Product Strategy and Roadmap

  • Actively manage a product roadmap to improve digital identification of anonymous visitors and personalization, working across the organization to build consensus, frequently communicating progress with leadership and stakeholders.

  • Champion the vision for a personalization platform, leading and managing inter-departmental communications, cross-functional projects, and product development teams in that vision.

  • Assist the Director, Digital Operations guide budget planning and manage product budget and timelines.

  • Liaise with the digital experience team, marketing operations and marketing lines of business to identify client business needs, map those needs to audience development tools, and activate solutions through processes and technology.

  • Identify optimization opportunities. Recognize data and technology gaps related to digital customer identification and personalization, informing appropriate teams, communicating impacts, and initiating path to resolution.

  • Define and test audience targeting and segmentation strategies, utilizing first, second, and third party data, incorporating behavioral, explicit and implicit data sources.

  • Assist in the evaluation of new technology, market trends and industry best practices, recommending improvements to streamline process flow.

  • Ensure all processes meet legal, privacy and compliance policies.


  • Oversee product backlog, ensuring alignment with business priorities.

  • Drive product development through the entire product management lifecycle, from prioritization to release. Includes developing requirements, user stories and scenarios, and managing business acceptance criteria through the sprint planning cycle.

  • Partner with other marketing stakeholders to identify product development dependencies across digital channels (website, mobile apps, email).

  • Be the end-user advocate for identification and personalization. Guide decisions that achieve the desired business objectives, with weight to risks, stability, maintainability and reliability.

  • Communicate and coordinate across business, UX, analytics, development and solutions teams to manage the scope of each product launch.

  • Request, test, and implement platform tags supporting first party and third party audience development. This person will be the product manager and point of escalation for troubleshooting on-site tags for remarketing and conversion audiences.


  • Improve site performance by leading efforts with analytics and UX teams to launch and test personalized on-site experiences, publishing results and making forward recommendations to maintain a continuous test-and-learn approach This includes landing page development and optimization leveraging personalization insights.

  • Improve the customer experience by aligning on-site digital marketing efforts with efforts in other channels, strengthening the foundation for cross-channel personalization.

  • Define baseline of key metrics with analytics team and drive output of business metrics and reporting, communicating insights and informing future product roadmap and development.

  • Develop go-to-market launch recommendations for website personalization, including continuous optimization tactics that leverage current product and platform capabilities.

  • Assess and define any capability gaps across activation needs and assign into product backlog.

  • Partner with content management and testing teams to ensure that the required capabilities and data are available within the timeframe required for activation of key personalization campaigns.

Supervisory Responsibilities:

  • None.

Minimum Qualifications:

  • Bachelor's degree in related area or equivalent, relevant experience. MBA/Master's preferred.

  • 5-10 years in digital marketing operations, including direct response marketing.

  • Experience working with personalization, CRM, and/or ecommerce technology. Experience within the Oracle and/or Adobe marketing cloud a plus.

  • Must be fluent in website analytics and a/b/mv testing and targeting with ability to interpret reporting, extract insights, and make recommendations.

  • A background in website conversion optimization, database marketing or direct response email/digital advertising or other role demonstrating success with personalization.

  • Experience in comparable/related industry are preferred but not required. (mainstream subscription services, automotive industry or automotive aftermarket, traditional direct marketing, internet services, entertainment, satellite television, credit card services, or cellular services.)

Requirements and General Skills:

  • A "can-do" attitude and a drive for continuous improvement.

  • Comfortable working equally with marketing and IT teams, with strong interpersonal skills and ability to interact and work with staff at all levels.

  • Able to clearly communicate ideas, document plans, and manage workflows.

  • Strong analytical skills with the ability to use data to objectively measure results and derive insights.

  • Good public speaking and presentation skills.

  • Excellent written and verbal communication skills.

  • Ability to work independently and in a team environment.

  • Ability to pay attention to details and be organized.

  • Ability to project professionalism over the phone and in person.

  • Commitment to "internal client" and customer service principles.

  • Willingness to take initiative and to follow through on projects.

  • Spelling, grammar, proofreading and editing skills.

  • Creative writing ability.

  • Excellent time management skills, with the ability to prioritize and multi-task, and work under shifting deadlines and direction in a fast-paced environment.

  • Must have legal right to work in the U.S.

Technical Skills:

  • Proven web analytics and personalization skills strongly preferred. Hands on experience with Adobe Analytics and Adobe Target a plus.

  • Strong understanding of structured data logic and ability to translate business requirements into database needs (experience with SQL, R a plus).

  • Experience with JIRA/Kanban and Agile process.

  • Hands-on experience with data onboarding and audience management platforms (tag managers, DMP, CDPs) highly preferred.

  • The concepts of ID- and cookie-based tracking are fundamental. This person will steward the development of identification and personalization efforts with IT planning and development teams, and must have a conceptual understanding of how those efforts are enabled.

  • Experience with tag management as a function is desired, and hands-on experience with a tag management platform is a plus.

  • Thorough working knowledge of MS-Office Suite (Word, Excel, PowerPoint). The above-average user of Excel will function more efficiently.

As an EEO/Affirmative Action Employer all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, veteran status.

The requirements and duties described above may be modified or waived by the Company in its sole discretion without notice.

Company EEO Statement

Our goal at SiriusXM is to provide and maintain a work environment that fosters mutual respect, professionalism and cooperation. SiriusXM is an equal opportunity employer that does not discriminate on the basis of actual or perceived race, creed, color, religion, national origin, ancestry, alienage or citizenship status, age, disability or handicap, sex, gender identity, marital status, familial status, veteran status, sexual orientation or any other characteristic protected by applicable federal, state or local laws.