Senior Manager – Personalisation & AI Activation

Role overview

Strategy and activation

• Own the personalisation roadmap and prioritise use cases by customer value, commercial impact, data readiness, feasibility, and speed to market.
• Develop AI-enabled use cases such as next-best-action, next-best-offer, propensity targeting, churn prevention, recommendations, and lifecycle interventions.
• Translate model outputs into business rules, audience logic, and activation journeys; ensure use cases are explainable and scalable.
• Establish experimentation and measurement standards, including control groups, holdouts, A/B tests, incrementality, ROI, and post-implementation reviews.
• Coordinate journey design and channel sequencing across CRM, Loyalty, Ecommerce, Product, and channel teams.
• Partner with Analytics, Data Science, MarTech, Engineering, and governance teams to operationalise models and capabilities.
• Ensure privacy, consent, responsible AI, and customer-experience guardrails; align stakeholders and drive delivery accountability.

Qualifications and experience

• 7–9+ years in personalisation, CRM, lifecycle marketing, customer strategy, digital marketing, MarTech, analytics-led activation, or a related field.
• Demonstrated experience designing and scaling personalisation, lifecycle, or audience strategies and using predictive models or AI-enabled customer use cases.
• Strong understanding of segmentation, lifecycle journeys, next-best-action, behavioural targeting, and controlled experimentation.
• Ability to turn analytical insight into commercial activation and measure outcomes.
• Experience in complex, multi-brand, multi-channel, or multi-market organisations is preferred.
• Bachelor’s degree in Marketing, Business, Analytics, Economics, Data Science, Information Systems, or a related field; an advanced qualification is advantageous.

Technical and functional skills

• Knowledge of personalisation, CRM, lifecycle marketing, Customer 360, segmentation, audience management, and customer decisioning.
• Practical knowledge of predictive analytics, propensity modelling, recommendation strategies, and AI-enabled activation.
• Experience with experimentation, A/B testing, holdout groups, and incrementality measurement.
• Understanding of CRM, CDP, marketing automation, decisioning, and activation platforms.
• SQL, BI tools, or analytical platforms are advantageous but not mandatory.
• Strong commercial and analytical judgement, senior-level presentation, storytelling, stakeholder management, and cross-functional leadership.

About CSi and Landmark Group