Senior Manager, Website Personalization and Optimization

Jobtailor; Minnesota; On-site; USD 180,000 - 240,000; Full time

Job summary

Thomson Reuters is seeking a Senior Director of Personalization to own the strategy and vision across its digital properties. You will translate business goals into a sequenced roadmap, define audience segmentation and journey customization, and lead testing programs to maturity.

You will collaborate with product, analytics, and engineering to deliver measurable ROI, establish governance, and scale personalization across customer journeys.

Qualifications

• 8–10+ years in digital marketing, web personalization, optimization, or related roles.
• 5+ years driving web personalization across a large organization, ideally with Adobe Target.
• 3+ years managing and developing teams, including coaching across experience levels.
• Hands-on expertise with Adobe Target, Analytics, Audience Manager, and Experience Manager.
• Experience translating personalization strategy into operational roadmaps and measurable results.
• Deep understanding of audience segmentation, activation, testing methodologies, and data governance.
• Ability to communicate complex concepts to non-technical stakeholders.

Responsibilities

• Own the personalization strategy and vision for digital properties.
• Translate business goals into a sequenced personalization roadmap.
• Establish audience segmentation, content targeting, and journey customization.
• Drive continuous testing and learning of personalization strategies.
• Partner with leadership to align strategy, ROI, and executive communications.
• Operationalize the program with processes, governance, and scalable workflows.
• Lead, coach, and develop optimization specialists and teams.

Skills

Web Personalization

Digital Marketing

Optimization

A/B Testing

Audience Activation

Data Strategy

Leadership

Communication

Influencing Without Authority

Strategic Planning

Tools

Adobe Target

Adobe Analytics

Adobe Audience Manager

Adobe Experience Manager

CDPs

AI-Native Tools

Job description

• Own the personalization strategy and vision for Thomson Reuters' digital properties
• Translate business goals into a sequenced personalization roadmap
• Establish audience segmentation, content targeting, journey customization, testing approaches, and personalization maturity standards
• Build capability roadmaps covering data infrastructure, audience layers, frameworks, testing, and technology architecture
• Articulate the business case and ROI of personalization investments across customer journeys
• Partner with the Senior Director on stakeholder alignment, strategy translation, and executive communication
• Operationalize the personalization program through processes, workflows, governance, and scalable ways of working
• Build use cases, sequencing, dependencies, and resource requirements with Digital Product Managers and stakeholders
• Translate business requirements into technical specifications, data strategy, instrumentation, and analytical tagging
• Work with Adobe, WebOps, and CDP teams to understand technology constraints and data flows
• Drive continuous testing and learning of personalization strategies
• Create documentation, maintain learning repositories, and produce organizational knowledge artifacts
• Guide the Program Manager on cadence, milestones, risks, and dependencies
• Leverage AI-native tools to enable personalization and speed to market
• Lead, coach, and develop optimization specialists
• Own team direction, culture, effectiveness, and contribution to organizational objectives
• Coordinate across reporting lines on strategy, standards, and data requirements
• Translate personalization architecture and ROI implications for business stakeholders and technical teams
• Escalate blockers and dependencies to the Senior Director

Requirements

• 8–10+ years in digital marketing, web personalization, optimization, or related roles
• 5+ years driving web personalization activities across a large organization, ideally leveraging Adobe Target
• 3+ years managing and developing teams, including coaching across different experience levels
• Track record of building personalization capabilities or programs from the ground up or significantly maturing existing programs
• Experience translating personalization strategy into operational roadmaps and delivering against them
• Hands‑on expertise with Adobe or equivalent personalization technology platforms
• Experience with Adobe Target, Adobe Audience Manager, Adobe Analytics, and Adobe Experience Manager
• Experience with A/B testing and experimentation methodologies
• Deep understanding of audience segmentation, audience activation, targeting rules, and measuring personalization impact
• Understanding of data strategy, data governance, and audience activation platforms
• Success working in complex, matrixed organizations and influencing across reporting lines without direct authority
• Experience in B2B or enterprise software is a plus
• Ability to understand personalization maturity, audience segmentation, content targeting, and testing methodologies
• Deep understanding of data architecture, CDPs, analytical tagging, business reporting, optimization/testing, and audience activation
• Ability to translate technical concepts into business language
• Ability to turn strategy into concrete programs with phases, dependencies, and success metrics
• Ability to operate independently in ambiguity and changing priorities
• Ability to manage diverse personalities and experience levels, coach employees, set expectations, establish boundaries, and create psychological safety
• Ability to communicate complex technical and strategic concepts to non-technical audiences
• Ability to understand customer journeys and business models, particularly in B2B environments
• Ability to influence cross-functional teams without formal authority
• Preferred: familiarity with marketing automation platforms and email personalization
• Preferred: background in web development, statistics, or analytics
• Preferred: experience presenting to executive leadership
• Preferred: proven track record of developing high‑performing teams
• Preferred: experience using AI to advance personalization capabilities

Core Competencies

Demonstrates expertise in developing and executing personalization strategies, leveraging tools like Adobe Target and analytics to enhance customer journeys. Proven ability to translate complex technical concepts into actionable business strategies while leading and developing high‑performing teams.

Highest‑signal resume keywords

• Web Personalization
• Adobe Target
• Audience Segmentation
• A/B Testing
• Data Strategy

ATS Optimization Keywords

Hard Skills

• Digital Marketing
• Optimization
• Personalization Architecture
• Analytical Tagging
• Content Targeting
• Testing Methodologies
• Data Governance
• Audience Activation
• Personalization Maturity
• Business Reporting

Soft Skills

• Team Leadership
• Stakeholder Communication
• Influencing Without Authority
• Coaching
• Adaptability

Industry Keywords

• B2B Software
• Customer Journeys
• Complex Organizations
• Personalization Investments
• Optimization Programs

Tools & Technologies

• Adobe Audience Manager
• Adobe Analytics
• Adobe Experience Manager
• AI-Native Tools
• Marketing Automation Platforms