Digital Growth & Personalization Manager

Digital Growth & Personalization Manager
Role Overview

As a Digital Growth & Personalization Manager, you will lead the evolution of our web presence from static experiences to dynamic, persona-driven journeys. This role will be pivotal in architecting a personalization ecosystem on the team that is the primary driver of our transition from “one-size-fits-all” testing to sophisticated, AI-driven experimentation.

Responsibilities

• Personalization Roadmap: Help design and manage a quarterly roadmap focused on high-impact personalization workstreams, moving beyond A/B tests to complex experience Targeting (XT) and Automated Personalization.
• Scalable Automation: Implement and oversee automated experimentation workflows using Adobe Target’s AI/ML capabilities to dynamically serve the highest-performing experiences to specific users at scale.
• Audience Architecture: Partner cross-functionally within and beyond our Digital team to define and build high-value audiences within Adobe Target based on firmographics, intent data, and user behavior.
• Technical Orchestration: Translate complex business requirements into technical specs for our engineering partners.
• Advanced Analytics: Analyze experiments not just for “winners,” but for segment-specific lift. Identify where experiences are over-performing or under-performing for specific industries or company sizes.
• QA & Governance: Conduct rigorous T&O QA to ensure personalized experiences render flawlessly across various segments and devices.
• Strategic Communication: Lead performance reviews that go beyond data reporting; provide “the story” of how personalization is shortening the sales cycle and improving the user journey.

Necessary Experience

• 5+ years of growth/experimentation experience with a heavy emphasis on segmentation-based testing.
• Adobe Target Mastery: Deep hands-on experience with Adobe Target, specifically leveraging Experience Targeting (XT) and Auto-Target features to deliver real-time personalized content.
• Data fluency: Mastery of web analytics and the ability to pull insights that inform the next phase of a personalization loop.
• Technical Liaison: Proven ability to communicate data layer requirements and tag implementation needs to developers to unlock deeper personalization triggers.
• Stakeholder Management: Experience presenting complex “personalization-first” strategies to executive leadership, focusing on long-term scalability rather than just quick wins.

Preferred Experience

• B2B Personalization: Experience in a B2B environment using tools like Marketo, Clay, CommonRoom, Demandbase and 6sense in conjunction with Adobe Target.
• AI/ML Optimization: Familiarity with using Adobe Target’s AI capabilities to automate the discovery of the best-performing experience for each individual visitor.
• Visual Stack: Experience with Tableau to visualize user friction points that personalization can solve.

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