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Job Purpose
The AVP, Digital Experience & Personalization leads the strategy, operations, and optimization of digital customer experiences across web, mobile, and owned digital channels. This individual is responsible for delivering scalable, personalized, and high-performing digital experiences through integrated content operations, audience strategy, SEO, and marketing technology capabilities.This leader oversees the teams and platforms responsible for content authoring and publishing, digital experience delivery, personalization, search engine optimization, and customer audience activation. The role serves as a bridge across Marketing, Product, Technology, Analytics, Creative, and Data teams to ensure digital experiences support brand, acquisition, engagement, and retention goals.
Essential Responsibilities
- Define and lead enterprise digital experience strategy across web, mobile, landing pages, and owned digital channels.
- Oversee digital experience delivery processes including requirements, release management, QA, publishing workflows, and optimization.
- Establish scalable operating models for content delivery, personalization, and digital governance.
- Drive continuous improvement of customer journeys, site experiences, and conversion pathways.
- Define social media content strategy to drive engagement, brand awareness, recruiting, and employee advocacy.
- Own employee advocacy technology platforms.
- Measure, analyze, and report on owned channel engagement.
- Lead personalization strategy across digital touchpoints using customer data, behavioral signals, and audience insights.
- Oversee audience strategy, segmentation frameworks, and activation in partnership with CRM, analytics, and paid digital media teams.
- Guide use of CDP and personalization platforms to enable real-time targeting and next-best experience delivery.
- Prioritize personalization use cases that improve engagement, conversion, retention, and customer lifetime value.
- Own content operations including authoring, approvals, governance, publishing standards, workflows, and release calendars.
- Lead teams responsible for CMS operations, digital asset workflows, content quality standards, and publishing SLAs.
- Establish content governance models ensuring brand consistency, compliance, accessibility, and operational efficiency.
- Partner with marketing sponsors, compliance, and operations stakeholders on content prioritization and execution.
- Own enterprise SEO strategy including technical SEO, on-page optimization, content SEO, metadata standards, site architecture, and organic search growth.
- Partner with content and web development teams to improve discoverability, rankings, traffic quality, and conversion from organic channels.
- Monitor SEO performance and algorithm changes, translating findings into roadmap priorities.
- Oversee digital experience platforms such as CMS, CDP, personalization, testing, and analytics technologies.
- Partner with Technology and Engineering teams on platform roadmap, integrations, and digital capability enhancements.
- Ensure digital ecosystem supports scalability, governance, performance, and measurement needs.
- Define KPIs and reporting frameworks for digital experience health and business performance.
- Lead experimentation and optimization strategies including A/B testing, content testing, personalization measurement, and conversion optimization.
- Use analytics and customer insights to prioritize roadmap improvements.
- Lead and develop teams across digital experience delivery, personalization/audience strategy, content operations and publishing, and SEO/organic optimization.
- Build cross-functional operating models across Marketing, Compliance, Technology, Analytics, and Creative.
- Manage agency and vendor relationships where applicable.
Other Duties
- Performs other duties and/or projects as assigned.
Knowledge, Skills and Abilities
- Deep understanding of web operations, SEO, digital content governance, personalization, and customer journey optimization.
- Demonstrated ability to build operation models for enterprise digital marketing delivery and optimization.
- Proficient knowledge of enterprise CMS, personalization, and customer data platforms.
- Exceptional analytical skills with a proven ability to interpret customer insights and business needs and translate them into actionable solutions and targeting strategies.
- Exceptional written and verbal communication and presentation skills with a proven ability to convey complex information and ideas clearly and effectively to a variety of stakeholders and influence decision making at all levels of the organization.
- Strong leadership skills with an ability to build a high-performing team and develop direct reports.
- Strong understanding of digital marketing principles.
- Ability to thrive in a fast-paced, ambiguous environment.
- Excellent interpersonal skills with an ability to communicate clearly and build effective relationships with colleagues, department leaders, and senior management.
Qualifications
Bachelor's Degree in Marketing or a related field required.
8+ years of experience in digital marketing, digital experience, personalization, content operations, SEO, or marketing technology leadership required.
Experience with enterprise CMS, personalization, and customer data platforms such as Adobe Experience Manager, Adobe Target, and Adobe Experience Platform required. Experience with Adobe Real-Time CDP or similar CDP platforms preferred.
Experience building operation models for enterprise digital delivery and optimization required.
Familiarity with analytics and experimentation platforms preferred.
Knowledge of accessibility, governance, privacy, and digital compliance requirements preferred.
Experience in regulated or enterprise-scale organizations preferred.
Jackson is proud to be an equal opportunity workplace. The Company subscribes to and endorses federal and state laws and regulations relating to equal employment opportunity for all persons without regard to race, color, religion, gender, age, national origin, legally-recognized disability, marital status, legally-protected medical condition, citizenship, ancestry, height, weight, sexual orientation, veteran status, or any other factor not related to the needs of the job. The Company is committed to a policy of equal opportunity. Company facilities and campuses are tobacco-free environments.
