Personalization Strategy Lead - Hybrid/Remote

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

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