Manager, Digital Personalization

The Opportunity

Manages a team of digital marketing analysts and/or supervisors with a focus on setting objectives, plans, and tactics that directly impact the immediate or short-term (up to 1 year) digital marketing results. Oversees strategy execution across SEO, SEM, social media, email, and mobile marketing initiatives, ensuring alignment with business goals. Develops new digital marketing strategies, optimization processes, content standards, or operational plans in support of the organization’s broader business strategies.

Defines best practices for campaign performance, audience engagement, and digital analytics integration. Works on problems and issues that require understanding and consideration of other disciplines, such as integrating digital marketing with cross-functional business initiatives, optimizing audience segmentation strategies, and refining brand positioning efforts. Solutions draw upon best practices based on expertise and involve analysis of multiple factors, including performance metrics, market trends, and competitive insights.

Interacts with senior management on matters concerning the digital marketing function, department-wide initiatives, and customer engagement strategies. Influences and persuades others in sensitive, complex situations while preserving relationships, ensuring alignment on strategic priorities, marketing investments, and brand reputation efforts. We’re seeking an experienced and strategic Personalization Manager to lead the development, execution, and optimization of personalized digital experiences that drive engagement, conversion, and growth.

This role will oversee a team of personalization coordinators and collaborate cross functionally with Web, Content, Design, Demand Generation, and Analytics teams to deliver dynamic, audience-specific experiences across the digital ecosystem. Part of the Demand Generation & Marketing Automation team, this role requires hands-on experience with Adobe Target and a strong understanding of personalization strategy, testing methodologies, and performance optimization.

Education:

Bachelor’s Degree in Marketing, Data Science, Management Information Systems (MIS), and Computer Science.

Experience:

5+ years of experience in digital marketing, personalization, conversion optimization, or web experimentation, with at least 2+ years in a people leadership position. Proven hands-on experience with Adobe Target (Experience Targeting, A/B testing, Recommendations, Automated Personalization). Proficiency with web analytics tools (e.g., Adobe Analytics, Google Analytics, Looker Studio) and experience partnering with data and technical teams. Strong understanding of personalization strategy, customer segmentation, and UX best practices.

Demonstrated ability to work cross-functionally with web, creative, data, and marketing teams in a fast-paced environment. Analytical mindset with experience using tools like Adobe Analytics, Google Analytics, or other web performance platforms. Strong project management, communication, and problem-solving skills. Experience with customer data platforms (CDPs), audience targeting tools, or dynamic content platforms. Understanding of HTML/CSS and how personalization layers interact with front-end code.

Background in demand generation or performance marketing environments.

Manage and mentor a team of Personalization Coordinators, providing guidance, goal setting, and performance development. Oversee planning and execution of personalization campaigns and experiments, ensuring high-quality implementation and alignment with strategic priorities. Maintain and prioritize the personalization roadmap in partnership with key stakeholders.

Develop personalization strategies that support customer journey goals, demand generation campaigns, and site optimization efforts. Build and launch personalized content and experiences using Adobe Target, including A/B and multivariate testing, audience segmentation, and rules-based targeting. Collaborate with analytics teams to define success metrics and reporting frameworks for all…