Web Personalization & Experience Optimization Practice Lead

Verndale; Massachusetts; Remote; USD 80,000 - 120,000; Full time

Job summary

An established industry player is seeking a Web Personalization & Experience Optimization Practice Lead to help clients unlock personalized web experiences. This pivotal role involves shaping and scaling personalization offerings while leading client engagements on platforms like Optimizely and Sitecore. The ideal candidate will possess deep expertise in digital personalization, experimentation, and consultative leadership. Join a passionate team dedicated to driving growth through meaningful human connections in the digital world. If you're ready to make an impact and thrive in a collaborative environment, this opportunity is perfect for you!

Benefits

Medical Coverage

Dental Coverage

Life Insurance

Disability Insurance

401(k) Savings Plan

Paid Holidays

Personal Time Off

Qualifications

• 8-10+ years of experience in digital personalization and experimentation.
• Hands-on expertise with Optimizely and Sitecore for web personalization.

Responsibilities

• Develop and deliver personalized digital strategies for clients.
• Lead client-facing engagements and drive personalization workshops.

Skills

Digital Personalization

Experimentation

Web Analytics

Stakeholder Management

A/B Testing

Consultative Leadership

Education

Bachelor's degree in Marketing

Bachelor's degree in Digital Strategy

Bachelor's degree in Human-Computer Interaction

Tools

Optimizely

Sitecore

GA4

Looker Studio

Job description

Web Personalization & Experience Optimization Practice Lead

At Verndale, we guide our clients to create more human experiences that drive business outcomes. We combine award-winning digital expertise, with an intimate understanding of people’s behavior, to inspire, design and build connections at scale.

As we expand our Marketing Services practice, we're seeking a Web Personalization & Experience Optimization Practice Lead—an experienced strategist and builder who can help clients unlock the power of personalized web experiences. This role will shape and scale our personalization offering, lead client engagements on platforms like Optimizely and Sitecore, and guide the use of experimentation and data to create measurable business impact.

This is an opportunity to be part of the evolution of a team and an organization that is on a path of dramatic growth. If you’re passionate about building personalized, test-and-learn digital journeys—and love working at the intersection of strategy, data, and technology—this is your opportunity to lead from the front.

Verndale is fully remote enabled, and we embrace the evolving definition of the workplace. This position can be remote, or hybrid out of our Boston location.

Responsibilities

Day-to-day, the Web Personalization & Experience Optimization Practice Lead will develop and deliver personalized digital strategies that improve user experiences and business performance. This role leads client-facing engagements, drives personalization workshops, contributes to pre-sales, and scales our capabilities across platforms and teams, including:

Lead and Evolve the Personalization Practice

• Define and scale our personalization and experimentation offering, including strategy, platform enablement, and roadmap design.
• Develop and operationalize frameworks for crawl-walk-run personalization maturity models.
• Guide the implementation of personalized experiences on platforms like Optimizely (CMS & ODP) and Sitecore (including CDP & personalization tools), Webflow and ContentStack.
• Drive innovation by integrating emerging trends in customer data, machine learning, and real-time targeting into our offerings.
• Ensure quality and consistency across strategy development, execution, and reporting.

Drive Client Impact

• Lead discovery, personalization workshops, and use case ideation sessions to align strategies to business goals.
• Architect end-to-end personalization strategies that include segmentation, content targeting, decisioning models, and A/B testing.
• Oversee experience development, testing plans, and performance measurement frameworks.
• Collaborate with design, development, analytics, and content teams to execute experiences across web and customer journey touchpoints.
• Present strategies, business case, findings, and recommendations to marketing and C-level stakeholders that lead to ROI for personalization efforts.

Support Sales & Business Development

• Partner with Business Development and Client Services to shape personalization solutions for proposals and pitch meetings.
• Participate in early-stage client conversations and solution architecture development.
• Contribute to thought leadership, including POVs, white papers, case studies, and event participation.
• Collaborate in developing packaged personalization offerings that drive revenue and retention.

Mentor, Scale, and Enable

• Coach and support cross-functional teams in applying personalization strategies and tools.
• Lead internal enablement on personalization platforms and experimentation methodologies.
• Support resourcing and hiring for the personalization practice as it scales.
• Maintain platform certifications and advise on training paths for the broader team.

Qualifications

This pivotal role requires deep experience in personalization strategy, experimentation, and platform execution, with an emphasis on consultative leadership and technical fluency.

• 8–10+ years of experience in digital personalization, experimentation, or digital experience optimization.
• Hands-on expertise designing and launching web personalization on Optimizely (CMS & ODP) and Sitecore (XP, CDP).
• Strong understanding of segmentation, audience targeting, content variation, and decision logic.
• Experience designing and running A/B, multivariate, and multi-armed bandit tests.
• Proven ability to lead workshops, facilitate ideation, and drive strategy alignment.
• Comfortable using web analytics platforms (e.g., GA4, Looker Studio) to inform strategies and measure performance.
• Familiarity with CDPs, customer journey orchestration tools, and composable architectures.
• Experience in a consulting or agency environment, with direct client-facing responsibilities.
• Demonstrated success contributing to or leading new business efforts (scoping, pitching, and solution development).
• Excellent storytelling, facilitation, and stakeholder management skills.
• Strong documentation and communication capabilities across technical and non-technical audiences.
• Bachelor’s degree in Marketing, Digital Strategy, Human-Computer Interaction, or a related field preferred.

About Verndale

Verndale is a digital experience agency dedicated to driving growth by helping businesses create meaningful human connections in an increasingly digital world. With offices in Boston, Montreal, Los Angeles, Quito, and hubs across the Americas, we partner with marketing and technology leaders to deliver personalized web, mobile, and ecommerce solutions that elevate customer experiences. At Verndale, we thrive on collaboration and innovation, offering a full range of services that span strategy, design, development, personalization, SEO, analytics, and digital advertising. We celebrate diversity and inclusion, striving to create a climate of respect essential for both individual and company success.

If you're ready to be part of a passionate team dedicated to making an impact and driving growth, we invite you to explore a career at Verndale.

Compensation & Benefits

Verndale is proud of the fun, diverse, and respectful company environment we enjoy on a daily basis. Competitive compensation and comprehensive coverage for medical, dental, life, disability and a 401(k) savings plan are offered to all full-time employees. Ample company paid holidays and personal time off make having a work-life balance possible. For some roles, remote work is a definite possibility; we believe in hiring the best and keeping our own happy and motivated.

Verndale is an Equal Opportunity Employer. All employment decisions shall be made without regard to age, race, creed, color, religion, sex, national origin, ancestry, disability status, veteran status, sexual orientation, gender identity or expression, genetic information, marital status, citizenship status or any other basis as protected by federal, state, or local law.