Senior Product Owner - Consumer and Customer Segmentation

Ikea Ab; Madrid; On-site; EUR 65,000 - 90,000; Full time

Job summary

IKEA is seeking a Senior Product Owner for Customer Segmentation in Madrid. You will lead data-driven segmentation initiatives, partner with Marketing Activation and MarTech teams to drive personalized experiences, and shape the product roadmap across Adobe Platform and related Martech tools.

You will collaborate with Engineering, Data Analytics and Design in Agile environments, define objectives, and liaise with senior stakeholders to align with marketing goals and business impact.

Qualifications

• Deep understanding of marketing & customer segmentation including lifecycle and demographic/psychographic/behavioral segmentation.
• Experience with Adobe Experience Platform and activating audiences for personalized marketing.
• Ability to define a product vision and strategy aligned with business goals and customer needs.

Responsibilities

• Define and communicate product vision and roadmaps.
• Research user needs via data and insights to remove friction.
• Lead segmentation efforts with Engineering, Data Analytics and Design in Agile ways.
• Activate segments across touchpoints and measure outcomes.

Skills

Segmentation

Adobe Experience Platform

Marketing strategy

Stakeholder management

Jira

Confluence

Data analysis

UX & customer journey

Tools

Adobe Experience Platform

Jira

Confluence

Job description

Why we will love you

You are a visionary product leader with a strong passion for customer‑centric marketing communication. You turn marketing technology trends into practical solutions that resonate with customers. If you thrive in agile environments and enjoy learning and growing, this is an opportunity to make a difference.

You lead by example, live IKEA’s culture and values, and build strong relationships across the organisation. We are looking for an experienced Product Owner or Senior Product Owner with at least five years of leadership experience guiding and mentoring product professionals.

You can create a clear product vision, navigate complex challenges in Agile or DevOps environments, and use data to make sound decisions. You build strategic partnerships with technical innovators and business stakeholders to advance marketing and customer segmentation capabilities.

To succeed in this role, you’ll need

• Deep understanding of marketing & customer segmentation: Experience with marketing strategy, customer lifecycle management and demographic, psychographic and behavioural segmentation.
• Adobe Experience Platform expertise:
• Practical experience developing, managing or activating audiences and segments in Adobe Experience Platform. You know how customer data and insights become actionable segments for personalised marketing and customer experiences.
• Product vision & strategy:
• Ability to define a product vision and strategy aligned with business goals and customer needs. Experience working with Engineering, Data Analytics and Design in Agile ways of working, using tools such as Jira and Confluence.
• Stakeholder management:
• Strong communication and negotiation skills, with the ability to work effectively with marketing teams, data scientists, engineers, business partners and senior leaders.
• Data analysis & interpretation:
• Analytical ability to interpret market data, customer insights and campaign performance metrics, informing product decisions and identifying segmentation opportunities.
• Agile methodologies:
• Practical experience with Scrum or Kanban, enabling efficient, value‑focused product development.
• UX & customer journey mapping:
• Ability to understand customer journeys, identify pain points and advocate for user‑centred design in marketing initiatives.
• Technical domain acumen:
• Technical understanding that bridges business needs and implementation across marketing automation, CRM, Adobe Experience Platform and data infrastructure.
• Prioritisation & roadmap planning:
• Skill in prioritising features, managing backlogs and creating actionable roadmaps aligned with marketing objectives.
• Communication, storytelling & problem solving:
• You explain complex ideas to technical and non‑technical audiences, identify challenges, develop creative solutions and adapt to changing customer behaviour.

A day in your life with us

As Senior Product Owner for Customer Segmentation, you will enable data‑driven decisions at scale, helping IKEA teams make smarter choices, optimise investment and deliver customer experiences. The role supports our commercial agenda, growth and visitation through actionable segments and marketing excellence.

You will lead MarTech SaaS applications and co‑create digital solutions with data and machine learning experts, business partners and customers. You will turn consumer, customer and member insights into segments that support personalised marketing across the organisation.

This is an opportunity to act as a senior leader, represent our area and become IKEA’s voice and knowledge leader for segmentation. You will make high‑impact decisions and help shape the future of Ingka’s marketing success.

• Define and communicate product vision: Set a clear product strategy and roadmap using discovery and optimisation.
• Understand user needs: Research co‑worker needs and business opportunities through quantitative and qualitative data, benchmarking and industry insight. Use the findings to remove friction.
• Set and track objectives: Collaborate on OKRs and define measurable success metrics and requirements.
• Lead stakeholder engagement: Be the main contact for marketing and customer segmentation, explain how these capabilities fit the MarTech landscape, and build trusted partnerships.
• Lead segmentation efforts: Work with Engineering, Data and business stakeholders to turn consumer insights and target groups into clear, actionable segments, including through Adobe Experience Platform.
• Enable activation and learning: Help teams activate segments across touchpoints, measure outcomes and continuously improve quality, usability and impact.

Together as a team

At Group Digital, Marketing & Loyalty, we set IKEA’s digital agenda and help the organisation stay responsive in a changing world. Through innovation, collaboration and commercial focus, we create digital products and services that connect us with customers.

Within Marketing Activation, we are transforming how we engage customers and co‑workers. Our vision is an IKEA experience at the right moment and in the right channels — attracting new customers and building lasting relationships.

Marketing Strategy & Planning is a cornerstone of this transformation. We enable teams with digital marketing capabilities that improve the co‑worker and customer experience. We are growing and offer opportunities to shape the future of marketing at IKEA.

The role is based in Madrid, Spain.

“In line with our value of togetherness, we believe the best way to collaborate and co‑create is when we meet in the office. We therefore expect you to spend the majority of your time in the office.”

“In this recruitment there is no relocation support provided by IKEA; hence we are looking for people living in the mentioned location.”

We will be interviewing continuously and look forward to hearing from you!

Internal title: Senior Product Owner