Manager, Digital Development

About Us

SPH Media's mission is to be the trusted source of news and lifestyle content in Singapore and Asia. One of our core purposes is to produce credible, balanced, and objective news and analysis, always with a view to uphold the public good and fostering an informed, engaged citizenry.

We welcome talented individuals to join us and grow a career in a vibrant and collaborative environment built around a culture of respect and inclusivity.

As an employer, we are committed to rewarding our people fairly and developing them in their careers.

About the Role

The Digital Development (Audience) Manager will lead the development, optimisation and commercial adoption of SPH Media's digital audience and contextual targeting solutions across direct and programmatic channels.

This role is responsible for translating audience insights, behavioural signals and contextual intelligence into scalable audience products and solutions that drive advertiser adoption, campaign performance and digital revenue growth.

The role sits at the intersection of audience strategy, ad technology, data monetisation and commercial enablement, working closely with Ad Sales, Ad Operations, Tech, Product, Data and Editorial teams to strengthen SPH Media's audience-led advertising proposition.

Success in this role will be measured by the ability to:

• Increase adoption of audience-led advertising solutions
• Drive revenue contribution from audience-enabled campaigns
• Improve audience scalability, usability and performance
• Strengthen internal understanding and usage of audience capabilities
• Develop commercially relevant audience products aligned to market demand

Roles & Responsibilities

Audience Strategy & Development

• Identify and develop high-value audience segments and audience products that increase advertiser adoption and monetisation opportunities across direct and programmatic channels.
• Translate audience consumption insights, behavioural data and advertiser demand into commercially viable audience solutions.
• Define and maintain audience segmentation logic, taxonomy structure and governance standards across platforms.
• Continuously review audience performance, scale and usability to optimise effectiveness and improve inventory availability.

Audience Operations & Platform Management

• Build, manage and maintain first-party audience segments across DMP/CDP and contextual targeting platforms while ensuring alignment with taxonomy, brand safety and operational standards.
• Ensure operational readiness and audience availability across all connected systems and platforms (e.g. Ad Server, GAM, DSPs, CDP, POS systems and activation platforms).
• Work closely with Tech and Product teams on audience platform enhancements, migration initiatives and new capability rollouts.
• Support audience quality assurance, troubleshooting and optimisation across platforms.

Commercialisation & Revenue Growth

• Partner closely with Sales teams to drive adoption of audience-led advertising solutions through proactive recommendations, audience packaging and strategic consultation.
• Support the development of audience-led sales narratives, persona frameworks and go-to-market materials for advertisers and agencies.
• Develop scalable audience packages and contextual advertising solutions aligned to key industry verticals and market opportunities.
• Identify opportunities to improve audience match rates, campaign performance and monetisation outcomes.

Campaign Performance & Reporting

• Monitor and analyse audience inventory, scale, usage trends and campaign performance across digital campaigns.
• Develop, maintain and automate audience and performance reporting dashboards for internal stakeholders and advertisers.
• Maintain audience performance benchmarks across industries and campaign objectives.
• Provide regular reporting on audience usage, revenue contribution and operational metrics to internal stakeholders including Ad Products, Finance and Product teams.

Brand Safety & Audience Governance

• Serve as the custodian of brand safety standards and contextual targeting governance across digital campaigns.
• Work closely with Ad Operations and Sales teams to define, implement and optimise brand safety filters and contextual suitability guidelines for different advertiser categories.
• Continuously review and refine audience governance frameworks, IVT safeguards and platform-level controls to ensure campaign quality and advertiser trust.

Stakeholder & Partner Management

• Collaborate cross-functionally with Ad Sales, Ad Operations, Product, Data, Tech, Editorial and external partners to support audience monetisation initiatives and operational execution.
• Support onboarding and management of audience-related vendors, technology partners and pilot projects.
• Drive internal education and adoption of audience solutions, contextual targeting capabilities and audience best practices across commercial teams.

Who we are looking for

The ideal candidate should possess a strong understanding of:

• Audience segmentation and taxonomy
• Contextual targeting and cohort strategy
• Brand safety and IVT (Invalid Traffic)
• Programmatic advertising ecosystem
• Ad servers, DSPs, DMP/CDP platforms
• Audience analytics and campaign performance reporting
• Emerging audience technologies including AI-driven audience modelling and predictive targeting