Personalization Manager

AARP; Washington (District of Columbia); Hybrid; USD 110,000 - 160,000; Full time

Benefits offered by this job

401(k)

Company pension plan

Health, dental, and vision plans

Life insurance

Paid time off and holidays

Tuition reimbursement

Job summary

AARP is seeking a Personalization Manager to lead the development and integration of our enterprise personalization strategy across teams and platforms. You will translate strategic direction into actionable personalization solutions while ensuring alignment with data governance, privacy requirements, and brand integrity.

In this role, you will collaborate with marketing, analytics, technology, product, and business stakeholders to identify high-impact use cases, drive member engagement, and

Qualifications

• Bachelor's degree in Marketing, Business, Analytics, Information Systems, Digital Experience, or a related field.
• Minimum 5 years of experience in personalization, customer experience, digital marketing, CRM, audience strategy, or a related discipline.
• Demonstrated experience developing and implementing personalization strategies that align with business objectives and customer/member experience goals.
• Strong understanding of data governance, privacy regulations, and responsible data usage practices, with experience applying these principles to personalization initiatives.
• Experience collaborating with cross-functional teams, including marketing, analytics, technology, product, and business stakeholders to deliver personalization solutions.
• Proven ability to identify, prioritize, and execute high-impact personalization use cases that drive customer engagement, satisfaction, and business performance.
• Knowledge of personalization technologies, customer segmentation methodologies, decisioning frameworks, and digital experience optimization techniques.
• Strong analytical, communication, and project coordination skills, with the ability to translate strategic direction into actionable recommendations and measurable outcomes.

Responsibilities

• Supports the development and integration of the enterprise personalization strategy aligned to enterprise goals, member needs, and experience priorities.
• Adheres to standards and guardrails for personalization, including data usage, decision logic, and principles.
• Collaborates with business units to translate strategic direction into actionable personalization solutions and provide guidance that supports ongoing growth and performance.
• Works with cross‑functional partners to operationalize personalization efforts, ensuring they align with data governance, privacy requirements, and brand integrity.
• Identifies priority use cases and opportunities where personalization will drive the greatest member and business impact.

Education

Bachelor's degree in Marketing, Business, Analytics, Information Systems, Digital Experience, or a related field

Job description

Overview

AARP is the nation's largest nonprofit, nonpartisan organization dedicated to empowering people 50 and older to choose how they live as they age. With a nationwide presence, AARP strengthens communities and advocates for what matters most to the more than 100 million Americans 50-plus and their families: health and financial security, and personal fulfillment. AARP also works for individuals in the marketplace by sparking new solutions and allowing carefully chosen, high-quality products and services to carry the AARP name. As a trusted source for news and information, AARP produces the nation's largest-circulation publications, AARP The Magazine and the AARP Bulletin.

The Personalization Manager supports the development and integration of the enterprise’s personalization strategy. This role works closely with cross‑functional partners to operationalize personalization efforts, ensuring they align with data governance, privacy requirements, and brand integrity. Collaborates with business units to translate strategic direction into actionable personalization solutions and provide guidance that supports ongoing growth and performance. Through hands‑on coordination, quality oversight, and continuous improvement, this role helps strengthen the organization’s personalization capabilities and impact.

Responsibilities

• Supports the development and integration of the enterprise personalization strategy aligned to enterprise goals, member needs, and experience priorities.
• Adheres to standards and guardrails for personalization, including data usage, decision logic, and principles.
• Collaborates with business units to translate strategic direction into actionable personalization solutions and provide guidance that supports ongoing growth and performance.
• Works with cross‑functional partners to operationalize personalization efforts, ensuring they align with data governance, privacy requirements, and brand integrity.
• Identifies priority use cases and opportunities where personalization will drive the greatest member and business impact.

Qualifications

• Bachelor's degree in Marketing, Business, Analytics, Information Systems, Digital Experience, or a related field.
• Minimum 5 years of experience in personalization, customer experience, digital marketing, CRM, audience strategy, or a related discipline.
• Demonstrated experience developing and implementing personalization strategies that align with business objectives and customer/member experience goals.
• Strong understanding of data governance, privacy regulations, and responsible data usage practices, with experience applying these principles to personalization initiatives.
• Experience collaborating with cross‑functional teams, including marketing, analytics, technology, product, and business stakeholders to deliver personalization solutions.
• Proven ability to identify, prioritize, and execute high-impact personalization use cases that drive customer engagement, satisfaction, and business performance.
• Knowledge of personalization technologies, customer segmentation methodologies, decisioning frameworks, and digital experience optimization techniques.
• Strong analytical, communication, and project coordination skills, with the ability to translate strategic direction into actionable recommendations and measurable outcomes.

AARP will not sponsor an employment visa for this position at this time.

Additional Requirements

• Regular and reliable job attendance
• Effective verbal and written communication skills
• Exhibit respect and understanding of others to maintain professional relationships
• Independent judgement in evaluation options to make sound decisions
• In office/open office environment with the ability to work effectively surrounded by moderate noise

Hybrid Work Environment

AARP observes Mondays and Fridays as remote workdays, except for essential functions. Remote work can only be done within the United States and its territories.

Compensation And Benefits

AARP offers a competitive compensation and benefits package including a 401(k); 100% company-funded pension plan; health, dental, and vision plans; life insurance; paid time off to include company and individual holidays, vacation, sick, caregiving, and parental leave; performance-based and peer-based recognition and tuition reimbursement.

Equal Employment Opportunity

AARP is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. AARP does not discriminate on the basis of race, ethnicity, religion, sex, color, national origin, age, sexual orientation, gender identity or expression, mental or physical disability, genetic information, veteran status, or on any other basis prohibited by applicable law.