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.

MAJOR RESPONSIBILITIES:

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 analytics, data science, or channel measurement resources when initiatives require specialized methodologies or additional data integration.

Omnichannel Experimentation & Personalization Strategy

• Partner with business, marketing, product, channel, analytics, and technology stakeholders to identify personalization and experimentation opportunities and translate them into clear hypotheses, test plans, and measurable objectives.
• Support prioritization of the experimentation and personalization roadmap by considering customer value, business impact, audience opportunity, feasibility, scalability, and strategic priorities.
• Define appropriate test designs, audiences, success metrics, measurement approaches, and experience requirements based on the business question and capabilities of the applicable channel or platform.
• Help identify opportunities to connect experiences across channels and customer journey stages, balancing enterprise consistency with destination, market, channel, and audience-specific needs.
• Apply experimentation and personalization best practices while adapting approaches to evolving business priorities, technology capabilities, and operating models.

Global Partnership, Governance & Capability Development

• Serve as a subject matter resource for personalization, experimentation, and the Adobe MarTech ecosystem within the broader Optimization program.
• Support initiatives across UOR, USH, USJ, and new ventures, adapting approaches to differences in business priorities, customer behavior, market conditions, data availability, channel maturity, and technology implementation.
• Partner across Marketing, Product, CRM, Analytics, Technology, channel teams, and other stakeholders to align on roles, dependencies, decisions, and next steps throughout the experimentation lifecycle.
• Help establish and maintain scalable processes, templates, documentation, measurement standards, governance, and best practices for omnichannel experimentation and personalization.
• Facilitate knowledge sharing across channels and destinations so learnings can be reused, scaled, or incorporated into future customer experiences.
• Stay current on emerging personalization, experimentation, decisioning, analytics, and marketing technology capabilities and identify opportunities to evolve the program.
• Understands and actively participates in Environmental, Health & Safety responsibilities by following established UO policy, procedures, training and team member involvement activities.
• Performs other duties as assigned.

QUALIFICATIONS:

• Strong understanding of personalization and experimentation across digital and marketing channels, including the ability to connect business objectives, customer experiences, activation requirements, and measurement strategies.
• Strong working knowledge of the Adobe Experience Cloud / MarTech ecosystem, including Adobe Experience Platform (AEP), Real-Time CDP (RTCDP), Adobe Journey Optimizer (AJO), Adobe Target, Adobe Analytics, and Customer Journey Analytics (CJA), or comparable platforms.
• Understanding of customer data, identity, audience creation and segmentation, targeting, journey orchestration, decisioning, activation, and measurement concepts across channels.
• Strong knowledge of experimentation methodologies, including hypothesis development, A/B and multivariate testing, test/control design, statistical significance, success criteria, and interpretation of results.
• Ability to move comfortably between strategy, execution, and measurement and to coordinate work across technical and non-technical teams.
• Experience analyzing personalization and experimentation performance and translating results into actionable business and customer experience recommendations.
• Working knowledge of digital analytics, customer journey measurement, KPI frameworks, attribution considerations, and business impact sizing.
• Experience with reporting and visualization tools and the ability to develop clear stakeholder-ready dashboards, readouts, and presentations.
• Working knowledge of SQL, enterprise data environments, or data validation techniques preferred.
• Strong project management, organizational, problem-solving, and quality assurance skills with the ability to manage multiple priorities and dependencies.
• Excellent written and verbal communication skills with the ability to explain technical, analytical, and customer experience concepts to diverse stakeholder groups.
• Demonstrated ability to collaborate across geographically dispersed and cross-functional teams and adapt to evolving business and technology needs.

EDUCATION:

• Bachelor's degree in Marketing, Analytics, Business, Information Systems, Computer Science, Communications, or a related field required;
• or equivalent combination of education and experience.

EXPERIENCE:

• 5+ years of experience in personalization, experimentation, digital marketing, marketing technology, digital analytics, product optimization, CRM, or a related discipline.
• Experience supporting end-to-end digital initiatives across strategy, execution, measurement, or optimization required.
• Experience with Adobe Experience Cloud / MarTech capabilities, audience segmentation, customer journey orchestration, experimentation platforms, and analytics/reporting strongly preferred.
• Experience supporting multiple channels, businesses, markets, or destinations and working across cross-functional teams preferred.

Your talent, skills and experience will be rewarded with a competitive compensation package.

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