• Supervise and mentor a high-performing team of marketing analysts and personalization specialists. • Define the roadmap and strategy for our personalization program, prioritizing high-impact tests and audience activations. • Manage project workflows, resource allocation, and timelines to ensure campaigns are launched error-free and on schedule. • Foster a culture of "test and learn," guiding the team in hypothesis generation, experimental design, and statistical validation. • Lead the strategy for Adobe Real-Time CDP. • Define and build high-value audience segments for activation across web, email, and paid media. • Oversee the execution of A/B and multivariate tests using Adobe Target. • Design automated triggers and personalized experiences that nurture customers from awareness to conversion. • Drive specific strategies to convert non-members into members through targeted offers and streamlined digital pathways. • Utilize predictive modeling and behavioral data to lift sales across all business lines. • Partner with product owners to identify underperforming funnels and implement data-driven optimizations to increase revenue per visitor.