Manager, Digital Development

About SPH Media

SPH Media aims to be the foremost trusted provider of news and lifestyle content in Singapore and Asia. Our fundamental mission is to deliver credible, balanced, and impartial news and analysis while upholding the public interest and encouraging an informed and engaged citizenry. We invite talented professionals to build and advance their careers within a dynamic, respectful, and inclusive workplace. We are dedicated to rewarding our employees fairly and supporting their professional growth.

Role Overview

The Digital Development (Audience) Manager will spearhead the creation, enhancement, and commercial adoption of SPH Media's digital audience and contextual targeting products across both direct and programmatic advertising channels. This position involves transforming audience insights, behavioral data, and contextual signals into scalable audience solutions that drive advertiser interest, improve campaign effectiveness, and increase digital revenue. The role acts as a bridge between audience strategy, advertising technology, data monetization, and commercial enablement, collaborating closely with teams in Ad Sales, Ad Operations, Technology, Product, Data, and Editorial to reinforce SPH Media’s focus on audience-driven advertising.

Key Performance Objectives

• Boost the adoption rates of audience-centric advertising products.
• Enhance revenue generated by audience-enabled campaigns.
• Strengthen the scalability, usability, and effectiveness of audience segments.
• Elevate internal awareness and application of audience capabilities.
• Create commercially relevant audience products that correspond to market demands.

Responsibilities

• Identify lucrative audience segments and develop audience products that stimulate advertiser uptake and monetization on both direct and programmatic platforms.
• Convert audience consumption data, behavioral patterns, and advertiser requirements into viable commercial audience solutions.
• Establish and oversee standards for audience segmentation logic, taxonomy systems, and governance across platforms.
• Regularly assess audience performance and optimize scale and usability to maximize effectiveness and inventory accessibility.
• Manage and maintain first-party audience segments within Data Management Platforms (DMP/CDP) and contextual targeting platforms, ensuring compliance with taxonomy, brand safety, and operational standards.
• Guarantee audience readiness and availability across all integrated systems, including Ad Servers, Google Ad Manager (GAM), Demand-Side Platforms (DSPs), CDPs, and Point of Sale (POS) and activation platforms.
• Collaborate with Technology and Product teams on platform enhancements, migrations, and implementation of new features.
• Assist in quality assurance, troubleshooting, and continuous optimization of audience data and platforms.
• Work in partnership with Sales to encourage adoption of audience-driven advertising offerings through proactive consultations, audience packaging, and strategic advice.
• Support the creation of sales materials including audience sales narratives and persona frameworks designed for advertisers and agencies.
• Develop scalable audience and contextual advertising solutions targeted at major industry sectors and market trends.
• Spot opportunities to improve audience match rates, campaign efficiency, and monetization results.
• Oversee monitoring, analysis, and reporting on audience inventory, scaling, usage patterns, and campaign metrics across digital campaigns.
• Create and automate reporting dashboards related to audience and performance metrics for internal and advertiser use.
• Maintain benchmarks for audience performance across various industries and campaign goals.
• Regularly report on audience utilization, revenue impact, and operational indicators to internal departments including Ad Products, Finance, and Product teams.
• Act as the guardian of brand safety and contextual targeting protocols in digital advertising campaigns.
• Coordinate with Ad Operations and Sales to define, roll out, and optimize brand safety filters and contextual suitability guidelines tailored to different advertiser categories.
• Continuously update audience governance frameworks, implement safeguards against invalid traffic (IVT), and manage platform controls to ensure high campaign quality and maintain advertiser trust.
• Collaborate across departments (Ad Sales, Ad Operations, Product, Data, Tech, Editorial) and with external partners to support audience monetization and operational activities.
• Facilitate onboarding and management of audience-related vendors, technology collaborators, and pilot initiatives.
• Promote internal education and encourage the use of audience products, contextual targeting, and best practices among commercial teams.

Ideal Candidate Profile

• In-depth knowledge of audience segmentation and taxonomy design.
• Experience with contextual targeting strategies and cohort analysis.
• Familiarity with brand safety measures and detection/prevention of invalid traffic (IVT).
• Understanding of the programmatic advertising ecosystem including ad servers, DSPs, and data management platforms (DMP/CDP).
• Capability to analyze audience data and produce campaign performance reports.
• Awareness of emerging audience technologies, such as AI-powered audience modeling and predictive targeting techniques.