We are seeking an experienced and commercially minded Personalisation & AI Activation leader to drive the development and execution of AI-powered personalisation strategies across brands, channels and customer touchpoints.
The role will own the group-wide personalisation roadmap, translate Customer 360 insights into actionable customer engagement strategies, and identify opportunities to improve customer experience, conversion, retention and lifetime value.
The ideal candidate combines strong lifecycle marketing and personalisation expertise with practical experience in AI-driven activation, experimentation, customer segmentation and cross-functional stakeholder management.
Key Responsibilities
- Own and drive the group-wide personalisation roadmap across brands and markets.
- Identify high-impact personalisation opportunities across digital and customer engagement channels.
- Prioritise initiatives based on business impact, customer value and implementation feasibility.
- Establish a scalable approach to personalisation across customer journeys.
- Develop and execute AI-enabled personalisation and customer activation use cases.
- Leverage predictive models, customer behaviour and propensity insights to improve targeting.
- Work with Data Science, Analytics and Technology teams to operationalise AI-driven recommendations.
- Identify opportunities to automate and optimise customer engagement.
Customer 360 & Advanced Segmentation
- Translate Customer 360 insights into scalable segmentation and targeting strategies.
- Develop audience strategies based on customer behaviour, preferences and lifecycle stages.
- Partner with Data and CRM teams to improve the relevance and effectiveness of customer communications.
- Drive consistent personalisation across brands and channels.
Lifecycle Marketing & Customer Engagement
- Design personalisation strategies across acquisition, onboarding, engagement, retention and reactivation.
- Identify customer journey improvements through relevant content, offers and recommendations.
- Partner with CRM and Marketing teams to execute targeted customer campaigns.
- Improve customer engagement and long-term customer value.
- Establish a structured approach to A/B testing and personalisation experiments.
- Define measurable success metrics for personalisation initiatives.
- Drive incrementality testing to assess the actual business impact of activation use cases.
- Use test results and customer insights to continuously optimise strategies.
Commercial Impact & ROI
- Identify high-impact quick-win projects that can deliver measurable business value.
- Measure the effectiveness of personalisation initiatives against conversion, retention, revenue and customer lifetime value.
- Build business cases for new personalisation and AI activation opportunities.
- Provide stakeholders with clear visibility into ROI and business outcomes.
- Partner with MarTech and Technology teams to leverage CRM, CDP, marketing automation and personalisation platforms.
- Translate business use cases into functional requirements for platform activation.
- Identify opportunities to enhance platform capabilities and activation effectiveness.
- Support the adoption of scalable and automated customer engagement solutions.
8. Cross-Functional Collaboration
- Collaborate with Marketing, CRM, Loyalty, Digital Product, Data Science, Analytics and Engineering teams.
- Translate complex analytical insights into practical business initiatives.
- Align personalisation priorities with brand and commercial objectives.
- Influence stakeholders to support new use cases and ways of working.
Governance & Scalability
- Establish consistent standards for personalisation use-case development and measurement.
- Promote responsible use of customer data in alignment with applicable privacy and governance requirements.
- Identify dependencies and operational challenges affecting activation.
- Develop repeatable frameworks that can scale across brands and markets.
Performance Monitoring & Continuous Improvement
- Track personalisation performance and provide actionable recommendations.
- Identify gaps in targeting, engagement and conversion performance.
- Continuously refine the personalisation roadmap based on customer insights and business results.
- Share learnings and best practices across teams.
Qualifications & Experience
- 7-9+ years of relevant experience in personalisation, lifecycle marketing, CRM, customer engagement or MarTech.
- Proven experience developing and executing customer personalisation strategies.
- Strong understanding of Customer 360, segmentation, predictive analytics and customer lifecycle management.
- Experience translating AI or machine learning insights into practical marketing activation use cases.
- Hands-on exposure to CRM, CDP, marketing automation or personalisation platforms.
- Experience with experimentation, A/B testing, incrementality measurement and campaign performance analysis.
- Strong commercial understanding with an ability to demonstrate measurable business impact.
- Experience working with cross-functional stakeholders in a complex business environment.
- Retail, e-commerce, loyalty or omnichannel customer engagement experience is preferred.
Key Technical & Functional Skills
- AI-Driven Customer Activation
- Customer 360 & Audience Segmentation
- Lifecycle Marketing & CRM
- Predictive Analytics & Propensity-Based Targeting
- MarTech & Customer Data Platforms
- A/B Testing & Incrementality Measurement
- Marketing Automation
- Commercial Performance & ROI Measurement
- Ability to identify and prioritise personalisation opportunities aligned with business objectives.
- Strong focus on measurable revenue, conversion, engagement and retention outcomes.
- Ability to translate complex customer insights into practical actions.
- Demonstrated ability to take initiatives from concept through implementation and measurement.
- Strong communication and influencing skills across business and technical teams.
- Ability to identify opportunities to apply AI and emerging technologies to customer engagement.
- Comfortable working across multiple functions, brands and markets.
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