Senior Analyst, Optimization - Omnichannel & Experimentation

JOB SUMMARY:

The Senior Personalization Analyst is responsible for supporting end-to-end personalization and experimentation across Universal Destinations & Experiences, spanning digital and marketing channels and supporting UOR, USH, USJ, and new ventures. This role combines experimentation strategy, execution, measurement, audience expertise, and marketing technology knowledge to help identify opportunities, translate business objectives into testable experiences, coordinate activation, evaluate performance, and recommend next steps.

The Senior Personalization Analyst maintains a strong understanding of the Adobe marketing technology ecosystem, including Adobe Experience Platform (AEP), Real-Time CDP (RTCDP), Adobe Journey Optimizer (AJO), Adobe Target, Adobe Analytics, and Customer Journey Analytics (CJA), and understands how data, audiences, decisioning, activation, and measurement connect across the customer journey. Working across Marketing, Product, Analytics, Technology, CRM, channel teams, and other partners, this role helps ensure experimentation and personalization initiatives are feasible, well-executed, measurable, and aligned to business and guest experience objectives while supporting consistent practices across channels and destinations.

Execution, Activation & Martech Enablement

• Own end-to-end delivery of personalization and experimentation initiatives from approved concept through activation, monitoring, completion, and documentation.
• Maintain a strong working understanding of the Adobe marketing technology stack, including AEP, RTCDP, AJO, Adobe Target, Adobe Analytics, CJA, and related capabilities, and understand how identity, data, audiences, decisioning, orchestration, activation, and measurement work together.
• Translate approved concepts into executable requirements, including audience definitions, experience or treatment requirements, channel considerations, tracking needs, dependencies, responsibilities, and timelines.
• Partner with technical and channel teams to configure or enable experiences, audience activation, journeys, campaigns, and experiments as appropriate to the initiative.
• Coordinate functional and analytical QA, including validation of audiences, targeting, eligibility, traffic or treatment allocation, tracking, experience rendering, and measurement readiness.
• Monitor live initiatives, identify execution or data issues that may affect customer experience or test validity, and coordinate resolution with the appropriate partners.
• Maintain clear documentation and governance throughout the experimentation lifecycle.

Measurement, Insights & Optimization

• Own measurement and reporting for personalization and experimentation initiatives, evaluating performance against established hypotheses, KPIs, success criteria, and business objectives.
• Use Adobe Analytics, CJA, AEP/RTCDP, reporting tools, and other available data sources to analyze customer behavior, audience performance, journey outcomes, conversion, engagement, and other relevant business measures.
• Assess results using appropriate experimentation and analytical methodologies, including test/control comparisons, statistical significance, segmentation, and incremental impact where applicable.
• Analyze performance across audiences, channels, customer journey stages, destinations, and experiences to identify meaningful patterns, opportunities, and limitations.
• Quantify potential or realized business impact where appropriate and use insights to inform scaling, iteration, future testing, and prioritization decisions.
• Translate complex results into clear, actionable recommendations and develop stakeholder-ready reporting, dashboards, readouts, and learning summaries.
• Partner with advanced…