Digital Marketing, Personalization Specialist

Upbound Group; Plano (TX); On-site; USD 90,000 - 130,000; Full time

Job summary

Upbound Group is seeking a hands-on Personalization Specialist to own the audience playbook, testing backlog, and day-to-day execution of personalization across web, app, and other channels. This role is an individual contributor focused on building, running, and scaling personalization day to day—not strategy ownership or people management.

You will design, implement, and govern audience segments in the CDP, partner with CRM teams, and drive measurable growth with governance that prevents tech

Qualifications

• 4–6+ years in personalization, experimentation/CRO, lifecycle/CRM, or digital optimization roles, with a track record of shipping tests and personalized experiences.
• Hands-on experience building and running A/B and multivariate tests and personalization campaigns on platforms such as Optimizely, Adobe Target, Dynamic Yield, or similar.

Responsibilities

• Own and manage the audience playbook across the organization
• Maintain the enterprise audience playbook as the single source of truth for segments, eligibility rules, signal sources, and naming/taxonomy — so every team personalizes against the same definitions.
• Build, QA, and govern audiences and segments in the CDP and personalization platform, translating audience criteria into live, reliable, reusable segments.
• Enforce governance standards that prevent personalization tech debt: audience minimums, frequency/fatigue limits, signal hygiene, and quality review on high-impact rollouts.
• Partner with CRM teams to enhance and optimize enterprise audience strategies, ensuring personalization capabilities complement existing audience building processes and deliver a consistent customer experience.

Skills

Personalization

Experimentation

CRO

Lifecycle/CRM

Digital optimization

Analytics

Tools

Optimizely

Adobe Target

Dynamic Yield

Job description

Position Overview

Turn personalization strategy into shipped, measured growth. The Personalization Specialist owns the audience playbook, the testing backlog, and the digital execution that make the personalization strategy mature, consistent, and provably effective across journeys. This is a hands-on individual contributor role focused on building, running, and scaling personalization day to day — not strategy ownership or people management.

Job Description

Personalization Specialist

Position Overview

Turn personalization strategy into shipped, measured growth. The Personalization Specialist owns the audience playbook, the testing backlog, and the digital execution that make the personalization strategy mature, consistent, and provably effective across journeys. This is a hands-on individual contributor role focused on building, running, and scaling personalization day to day — not strategy ownership or people management.

Key Responsibilities

• Own and manage the audience playbook across the organization
• Maintain the enterprise audience playbook as the single source of truth for segments, eligibility rules, signal sources, and naming/taxonomy — so every team personalizes against the same definitions.
• Build, QA, and govern audiences and segments in the CDP and personalization platform, translating audience criteria into live, reliable, reusable segments.
• Enforce governance standards that prevent personalization tech debt: audience minimums, frequency/fatigue limits, signal hygiene, and quality review on high-impact rollouts.
• Partner with CRM teams to enhance and optimize enterprise audience strategies, ensuring personalization capabilities complement existing audience building processes and deliver a consistent customer experience.

Connect to and help manage the strategy

• Partner with the Personalization & Testing Manager to translate the personalization strategy and roadmap into a prioritized, sequenced backlog of tests and personalization use cases.
• Run intake and triage for personalization requests from marketing, product, CX, and analytics; keep stakeholders aligned on what is live, what is next, and why.
• Document hypotheses, decision logic, targeting rules, and outcomes so strategy stays tightly connected to execution and learnings are not lost.
• Identify high-impact personalization opportunities across the customer journey by defining key moments that matter and partnering with cross-functional stakeholders to prioritize personalization initiatives.

Build out campaigns that expand personalization and drive measured growth

• Design, build, QA, and launch A/B, multivariate, and personalization campaigns across web, app, and other owned channels as assigned.
• Define success metrics, guardrails, and a holdout/incrementality approach for each test; analyze results and report lift with statistical rigor.
• Scale winning experiments into durable “always-on” personalization with documented targeting and measurement expectations.
• Track program-level impact — conversion, engagement, and revenue — and produce regular reporting that ties personalization activity directly to business growth.
• Partner with Creative Services to define personalization content strategy, including content variant requirements, audience sizing, and traffic thresholds to ensure experiments are adequately powered and content is optimized for targeted customer segments.

Job Requirements

• 4–6+ years in personalization, experimentation/CRO, lifecycle/CRM, or digital optimization roles, with a track record of shipping tests and personalized experiences.
• Hands-on experience building and running A/B and multivariate tests and personalization campaigns on platforms such as Optimizely, Adobe Target, Dynamic Yield, or similar.
• Working fluency with segmentation and CDPs (e.g., Salesforce Data Cloud, Segment, Sitecore, Zeta Global) — able to turn audience criteria into governed, production-ready segments.
• Strong analytical skills; comfortable pulling and interpreting data in GA4, Amplitude, Looker, or similar, and applying experimental-design fundamentals (significance, guardrails, holdouts).
• Excellent documentation, organization, and cross-functional communication; able to run a backlog and keep partners aligned without day-to-day management support.
• Ability to use AI tools responsibly to accelerate delivery while maintaining governance, privacy, accuracy, and brand standards.

Preferred

• Experience in fintech, retail, eCommerce, or financial services.
• Familiarity with identity/signal governance, event taxonomy, and data-quality practices that power personalization.
• Experience with predictive segmentation or AI-assisted decisioning.
• Front-end familiarity (HTML/CSS/JavaScript) for test QA and lightweight personalization builds.
• Familiarity with SQL and Python for light weight ETL workflows, EDA and Data transformation.

SPONSORSHIP

Applicants must be authorized to work for ANY employer in the U.S. We are unable to sponsor or take over sponsorship of an employment visa at this time.

Upbound Group is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.