Martech Manager - Personalisation

Role overview

Strategy and activation

• Own the group-wide roadmap and prioritise opportunities by business impact, customer value, and implementation feasibility.
• Develop AI-enabled personalisation use cases and use predictive models, customer behaviour, and propensity insights to improve targeting.
• Work with Data Science, Analytics, and Technology teams to operationalise recommendations and automate customer engagement.
• Translate Customer 360 insights into scalable segmentation and targeting strategies across brands and channels.

Lifecycle and experimentation

• Design personalisation across acquisition, onboarding, engagement, retention, and reactivation, using relevant content, offers, and recommendations.
• Partner with CRM and Marketing teams to deliver targeted campaigns and improve customer engagement and long-term value.
• Establish A/B testing, define measurable success metrics, conduct incrementality testing, and use results to optimise strategies.

Commercial impact and platforms

• Measure results against conversion, retention, revenue, and customer lifetime value; build business cases and provide stakeholders with ROI visibility.
• Partner with MarTech and Technology teams to use CRM, CDP, marketing automation, and personalisation platforms.
• Translate business use cases into platform requirements and support scalable, automated engagement solutions.

Collaboration, governance, and monitoring

• Collaborate with Marketing, CRM, Loyalty, Digital Product, Data Science, Analytics, and Engineering teams; align priorities with brand and commercial objectives.
• Set standards for use-case development and measurement, promote responsible customer-data use, and develop repeatable frameworks that scale across brands and markets.
• Track performance, identify targeting and conversion gaps, refine the roadmap, and share learnings across teams.

Qualifications and experience

• 7–9+ years of relevant experience in personalisation, lifecycle marketing, CRM, customer engagement, or MarTech.
• Proven experience developing and executing personalisation strategies; strong understanding of Customer 360, segmentation, predictive analytics, and lifecycle management.
• Experience translating AI or machine-learning insights into 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, measurable business impact, and cross-functional stakeholder experience.
• Retail, e-commerce, loyalty, or omnichannel customer engagement experience is preferred.

Technical and functional skills

• Personalisation strategy and execution; AI-driven customer activation; Customer 360 and audience segmentation.
• Lifecycle marketing and CRM; predictive analytics and propensity-based targeting; MarTech and customer data platforms.
• A/B testing and incrementality measurement; customer journey optimisation; marketing automation; commercial performance and ROI measurement.

Leadership competencies