Digital Personalization Strategist

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Job description

Open: Digital Personalization Strategist

Location: 100% Remote (Must be in Illinois, Arizona, Florida or the tri-state area)

Pay: Up to $130,000/year (Additionally, 20% bonus potential)

Overview

As the Digital Personalization Lead, you will be responsible for planning, developing, executing and optimizing data-driven client segmentation and 1:1 personalization strategies across Client's Asset Management's digital properties. You will translate business goals into KPIs and metrics that drive content consumption, engagement, and sales leads in support of growing our brand and business.

You will work closely with internal teams and/or external vendors to design, build, run, and analyze experiments and personalized experiences across the marketing organization. You will translate data and insights to build capabilities that enable personalized experiences, as well as, work in close collaboration with tech and marketing leaders to ensure accuracy and consistency in the data and experience.

Program & Strategy

• Support an ongoing roadmap to drive content personalization, creating segmented experiences to increase engagement, capturing qualified leads and increasing client lifetime value.
• Lead the development and management of an integrated, responsive, and scalable content personalization program to ensure we are delivering relevant communications across NTAM's digital touchpoints.
• Develop plans to test new functionality and identify opportunities to leverage capabilities to meet the unique needs of our audiences.
• Identify and document category opportunities, which should include a business case, a path to growth, an execution plan, and partnership buy-in.
• Build out and drive the end to end personalization strategy to scale engagement opportunities through personalization of offers, content, products, and channel communications while ensuring it aligns to the broader vision.
• Partner with stakeholders on creation of new personalization capabilities and features to be developed and tested through iterative frameworks.

Data, Segmentation & Measurement

• Develop a strong understanding of NTAM's data capabilities and infrastructure to prioritize personalization requirements and gaps.
• Maintain and support buildout of tagging and data structures across digital properties utilizing data-layers
• Support and develop processes and documentation for tagging, testing, QA, and reporting
• Utilize first party online/offline data and third party data to build highly personalized 1:1 models to leverage across experiences and communication channels.
• Measure and report on segmentation, strategies, program and campaign level implementations, ensuring continuous optimization.
• Build learning agendas, analyze results, and integrate findings into the organization for on-going execution and refinement
• Capture marketing use cases and goals to inform on data collection, enrichment, and advanced analytics requirements.
• Collaborate with other cross-functional teams to ensure leverage of personalization tools and data sets to deliver a unified POV of our audiences.
• Present data-driven findings in a clear and concise manner to a variety of audiences, including senior management.

Digital Marketing

• Architect, configure, administer, and operate the personalization and targeting platform to create data driven, dynamic and personalized journeys and messaging for targeted segments, ensuring touchpoints are as relevant as possible.
• Adapt marketing base plans to audience segment needs and drivers, resulting in personalized marketing execution and testing plans aimed to drive increased engagement, leads and loyalty.
• Work with the marketing team to ensure end-to-end tracking of campaigns and ensure consistent segments are used across media and site strategies, driving a unified content and promotional story.
• Work with various marketing partners to test different segment strategies with a goal of increasing client interaction across our digital ecosystem.
• Develop deep understanding of triggers and value-driving behaviors to move prospects and clients through the engagement funnel
• Define and lead the personalized programmatic solutions relevant to specific segments, inclusive product, offer, content, and channel strategies.

Technology

• Work with technology to support the configuration, administration, and operation of personalization technologies, Adobe Target
• Debug, troubleshoot, and fix the configuration and integration issues.
• Accelerate implementation and achieve ROI using Adobe Target
• Configure personalization elements in Adobe Target
• Work with UX/UI teams to take finalize content for personalization or A/B testing
• Perform unit and integration testing and facilitate troubleshooting as required
• Build internal tooling and leverage external tools to fuel creation of personalized content banners, digital offers, and align with marketing activations.
• Help design Adobe Target technical solutions to drive multi-touch/multi-channel marketing, defined by the client's journey.

Qualifications

• Bachelor's degree
• Required: 6+ years of experience in technology, marketing, business brand or customer engagement strategy
• Required: 3+ years of experience with Experimentation/Testing or Personalization
• Required: Solid understanding of digital marketing & data reporting
• Required: Experience in developing marketing and personalization strategies
• Required: Understanding of marketing and personalization technology
• Required: Experience building strategic roadmaps and leveraging strategic insights to prioritize ideas
• Required: Strong communication, influencing and partnering skills
• Required: Demonstrated problem solving, critical thinking, and analytical skills
• Required: Ability to translate insights into actionable plans
• Preferred: 2+ years of experience working with Adobe Target, Adobe launch and Adobe Experience Manager
• Preferred: Working experience in HTML, Java script and CSS
• Preferred: Experience with tag management systems and data layers
• Preferred: Experience working with Adobe Analytics and/or Google Analytics
• Preferred: Experience with Marketo and Salesforce products
• Preferred: Understanding of database management and API