Test & Learn Personalization Strategist

About the Role

We’re seeking a data-driven and collaborative Test & Learn & Personalization Strategist to help drive experimentation and audience-based optimization across our T1 brand websites.

This role will co-lead a cross-functional test-and-learn program, partnering closely with Analytics, Media, UX, and agency teams to identify, prioritize, and evaluate opportunities to improve site performance. While not owning overall site experience strategy or directly executing within platforms, this role plays a critical part in ensuring that testing, audience insights, and personalization opportunities are continuously identified and activated.

As a key part of Demand Generation, this role will help ensure that inbound traffic is met with relevant, data-informed experiences, particularly across upper- and mid-funnel journeys.

Key Responsibilities

Test & Learn Leadership (Cross-Functional)

• Co-lead a cross-functional test-and-learn program across T1 brand websites
• Partner closely with Analytics to define hypotheses, success metrics, and testing frameworks
• Help prioritize and maintain a testing roadmap aligned to business and campaign goals
• Ensure learnings are documented, shared, and applied across teams

Analytics Partnership

• Work in close partnership with Analytics to design, evaluate, and scale experimentation efforts
• Collaborate on test readouts, performance insights, and optimization recommendations
• Help translate data into clear, actionable next steps for cross-functional teams

Personalization (Strategy & Coordination)

• Help identify and define audience-based personalization opportunities across T1 websites
• Partner with internal teams and agency to activate and refine audience experiences
• Contribute to personalization strategy through insights, testing, and audience learnings (does not own end-to-end strategy or execution)
• Maintain working knowledge of tools such as Adobe Target and Adobe Audience Manager to effectively collaborate with execution teams

Media & Entry Point Optimization

• Partner with Media teams to align campaign audiences with onsite experiences
• Identify and test entry point and landing experience opportunities based on traffic source and audience intent
• Support optimization of upper- and mid-funnel journeys through coordinated testing and insights
• Partner with Media and Creative teams to test and optimize dynamic and automated creative variations, enabling scalable experimentation and personalized experiences across audiences and entry points

Agency Management

• Manage agency partners responsible for test execution and personalization activation
• Ensure agency deliverables are strategically aligned, high quality, and delivered on time
• Provide clear direction on testing priorities, audience use cases, and optimization opportunities

Cross-Functional Collaboration

• Partner with UX, Product, Content, Analytics, and Demand Generation teams to bring testing and personalization initiatives to life
• Act as a connector across teams to ensure alignment between audience strategy, media, and onsite experience

Basic Qualifications

• Bachelor's degree
• 3+ years of experience in digital marketing, experimentation, personalization, or website optimization
• Experience working with A/B testing and personalization platforms (Adobe Target preferred, not required to be hands-on)
• Familiarity with Adobe Audience Manager or similar audience platforms
• Strong experience partnering with analytics teams to drive data-informed decisions
• Experience working with or managing external agencies
• Understanding of audience segmentation, media-to-site alignment, and customer journeys
• Automotive or similar industry experience preferred

Key Competencies

• Strong test-and-learn mindset with ability to influence without direct ownership
• Excellent cross-functional collaboration and coordination skills
• Ability to translate data into clear direction and prioritization
• Comfortable operating in a matrixed environment without direct control over execution