Job Description
The Digital Optimization Manager is responsible for leading A/B testing and targeted initiatives within the brand site, identifying optimization opportunities and high-value segmentation strategies. This individual will partner with business owners, data and insights and agency partners in crafting comprehensive test and/or target plans, activating in owned properties and reporting on performance inclusive of insights and recommendations. The ideal candidate must be a self-starter and a quick learner with a desire to learn new tools and techniques. Success in this role greatly depends on his/her ability to analyze optimization campaign results, provide actionable insights and build collaborative working relationships with team members across the organization.
- Minimum 3+ years web analytics experience
- Minimum 2+ years leading a team of direct reports
- Experience leading personalization, audience targeting and A/B testing strategy
- Advanced knowledge of Adobe Target, Adobe Analytics and Adobe Audience Manager
- Knowledge of statistical testing methodology
- Serve as a leader for optimization analysis to create comprehensive and clear presentations of A/B testing campaign results for distribution to business partners and senior leadership
- Identify success metrics across testing and targeting initiatives for reporting
- Deliver in-depth analysis of A/B testing and optimization campaigns for the primary brand website across a diverse group of business segments
- Facilitate the establishment of consistent reporting standards, templates and data visualizations within analytics tools and presentation applications across the optimization analytics organization
- Work with business and agency strategy teams to provide data requests and analysis in support of A/B tests or targeted experiences to validate or refine proposed campaigns
- Work with implementation specialist to clarify campaign requirements and oversee accurate implementation of data tracking for optimization campaigns
- Accurately deliver quality assurance over optimization campaigns to validate accurate content delivery and data capture
- Provide insight from site data and communicate opportunities for optimization and/or issues across web and mobile apps
- Work with other data management, analytic, technology and business groups within the enterprise to ensure that the data needed is available for analysis
- Manage the compilation and dissemination of regular (e.g. weekly, monthly, quarterly, etc.) reports on performance of optimization campaigns
- Seek opportunities to improve the report processes, data collection, delivery methods, and value
- Exercise judgment and interpretation of requests to deliver the appropriate metrics with the necessary context
- Provide guidance and support to casual users/consumers of the metrics
- Ability to develop and execute campaign recipes within Adobe Target
- Deep understanding of A/B testing, audience segmentation and content targeting
- Experience providing actionable analytics and proposing optimization tactics
- Excellent written and verbal communication skills
- Advanced experience in communicating with senior managers
- Experience in strategic marketing and planning
- Must be able to manage time effectively within a complex environment
- Understanding of direct marketing and personalization
- Campaign analysis experience
- eCommerce experience preferred
- Bachelor’s Degree or equivalent experience