Audience & Messaging Specialist

Role Description

As an Audience & Messaging Specialist, you build and maintain Seco’s audience segmentation and messaging frameworks – ensuring marketing programs and campaigns are built on a deep, shared understanding of our customers by defining target audiences, developing persona-driven insights, and creating messaging frameworks that guide engagement across the funnel. You translate insights into clear guidance that teams across our marketing and communications ecosystem rely on. In this role, you connect regularly with Marketing Strategy & Customer Insights, Marketing Program, Communications, and Marketing Activation colleagues to keep our messaging aligned, evidence-based, and audience-first.

What You Will Do

• Develop and refine audience segmentation and persona frameworks that guide our marketing and communication efforts.
• Develop clear, targeted messaging platforms that align with Seco 2030 strategic goals.
• Work with cross-functional teams to shape narratives, tone, and message architecture for different audiences and funnel stages.
• Create and maintain messaging frameworks rooted in real customer motivations, needs, and behaviors.
• Partner with Insights to evaluate messaging effectiveness and turn data into clear improvements.
• Support the team in feeding insights and performance learnings back into personas and message frameworks.

Qualifications

• At least 7 years' experience in audience strategy, customer insights marketing, customer experience, demand generation with strong segmentation expertise.
• Background in B2B audience strategy, messaging, content strategy, or brand communications.
• Experience developing audience segmentation or personas grounded in insights.
• Familiarity with program-led or portfolio-based marketing models.
• Strong writing skills – clear, structured messaging is central to the role.
• Experience working with data, measurement, or performance insights, especially when translating complex findings into practical guidance.
• You are curious, structured, and creative.
• Collaborate openly, adapt quickly, and bring a thoughtful, audience-first approach to every conversation.

Location & Work Model

Fully Remote: Candidates must reside in Mexico, the United States, or Canada and have a suitable home office environment, including reliable internet connectivity and a distraction-free workspace. No office attendance is required for this position.

Benefits

• We invest in our people and support both professional and personal wellbeing.
• Competitive salary and performance-based incentives.
• 401(k) with up to 8% company match.
• Generous PTO and 11 paid holidays.
• Comprehensive health, dental, and vision coverage.
• Company car, laptop, phone, and tools to succeed.
• Tuition reimbursement and paid volunteer time.
• Wellness programs and employee referral bonus.

Our Culture

Our values guide how we work every day:

• We Win Together
• We Stay Curious
• We Act Responsibly
• We Put Customers at the Center

We are committed to creating an inclusive environment where individuals can grow, contribute, and make a meaningful impact.