Head of Personalization Intelligence

Job Description:

Role Summary

The Head of Personalization Intelligence will lead the data, analytical, and insight capabilities that power personalized client experiences.

Reporting directly to the Managing Director, Analytics & Information Executive, this leader will build and advance the intelligence layer of personalization , creating a connected capability that enables the organization to:

Understand the client → Detect meaningful signals → Determine relevance and value → Make insights available for action → Measure outcomes → Learn and improve

The role will bring together signal development, client personas and insights, lifetime value, analytical intelligence, and measurement to create an increasingly dynamic understanding of clients and their needs.

This leader will work closely with Product, Marketing, Technology, and Enablement partners to ensure personalization intelligence can be translated into experiences across channels, with an increasing focus on enabling timely and real-time insights and signals .

Key Responsibilities

Build the Personalization Intelligence Strategy

• •Define and lead the strategy for the data and intelligence capabilities that enable personalization.
• •Create a connected ecosystem across signals, client understanding, value, analytics, and measurement rather than a collection of individual models or use cases.
• •Establish common data, analytical, and measurement frameworks that can be reused across products and channels.
• •Advance the organization toward increasingly dynamic, individual-level and real-time client intelligence.

Understand the Client

• •Lead the development of personas, segments, client insights, and other analytical frameworks that deepen understanding of client needs, behaviors, preferences, and opportunities.
• •Integrate behavioral, transactional, engagement, and other available data to create a more holistic view of the client.
• •Translate complex data into actionable insights that Product, Marketing, and other partners can use to inform their strategies.

Detect Meaningful Signals

• •Lead the development of signals that identify changes in client behavior, needs, intent, engagement, and opportunity.
• •Establish scalable, reusable signal frameworks that can support multiple products, experiences, and channels.
• •Determine which signals should evolve toward real-time availability based on their potential client and business value.
• •Establish appropriate standards and governance for personalization data and signals.

Understand Client Value

• •Lead the development and evolution of lifetime-value methodologies.
• •Bring together client value, needs, behaviors, and signals to provide a richer understanding of both current and potential client relationships.
• •Develop analytical approaches that balance near-term opportunities with longer-term client value.

Make Intelligence Available for Action

• •Partner with Technology and Enablement to translate personalization intelligence into scalable data and analytical capabilities that can be consumed across channels.
• •Define the data, signal, model, and analytical requirements necessary to move from batch-oriented insights toward more dynamic and real-time intelligence.
• •Partner with Technology to shape the data and analytical architecture required to make insights available at the point of interaction.
• •Ensure personalization intelligence is structured in ways that can be consistently understood and consumed by downstream platforms and channels.

Measure, Learn & Improve

• •Establish a consistent measurement framework for personalization across the organization.
• •Develop methodologies for measuring incrementality, client outcomes, business outcomes, and longer-term value.
• •Advance experimentation and test-and-learn approaches that distinguish correlation from incremental impact.
• •Create feedback loops that incorporate channel interactions and outcomes back into signals, personas, models, lifetime value, and future insights.
• •Use measurement not simply to report performance, but to continuously improve the underlying personalization intelligence.

Cross-Functional Partnership

Success will require strong partnership while maintaining clear accountability across the personalization ecosystem.

• Product
• Owns business objectives, sales priorities, goals, offers, and incentives. Personalization Intelligence provides the client data and insights that help inform these strategies.

• Marketing
• Owns messaging, content, and creative. Personalization Intelligence provides the personas, signals, audience intelligence, and measurement that help inform more relevant communications.

• Technology
• Provides the technology and architecture required to operationalize capabilities at scale. Personalization Intelligence partners with Technology to define the data and analytical requirements and shape the capabilities required for increasingly real-time intelligence.

• Enablement
• Owns the platforms and activation capabilities that receive personalization data and enable execution into channels. Personalization Intelligence ensures that data, signals, and analytical outputs are structured and available for effective consumption.

• Personalization Intelligence
• Owns the underlying data, signals, analytical methodologies, client insights, personas, lifetime-value frameworks, and measurement capabilities that enable personalization across the ecosystem.

Leadership Expectations

The Head of Personalization Intelligence will:

• •Build a unified personalization intelligence capability across previously separate analytical disciplines.
• •Create a clear vision for how client intelligence evolves from primarily historical and batch-oriented analytics toward increasingly predictive, dynamic, and real-time insights.
• •Establish standards and governance for personalization data, signals, analytics, and measurement.
• •Build reusable analytical capabilities rather than one-off solutions for individual channels or use cases.
• •Partner effectively across Product, Marketing, Technology, Enablement, Data, and Analytics organizations.
• •Influence senior stakeholders across organizational boundaries without requiring ownership of downstream execution.
• •Lead and develop a high-performing team spanning analytics, data science, decision science, client insights, and measurement.

Ideal Experience

• •Senior leadership experience across personalization, client analytics, decision science, data science, marketing analytics, or related disciplines.
• •Demonstrated experience building scalable analytics and personalization capabilities.
• •Deep expertise in areas such as segmentation, behavioral signals, predictive modeling, lifetime value, experimentation, incrementality, and measurement.
• •Experience applying advanced analytics, machine learning, and AI to client intelligence and personalization.
• •Experience partnering with Technology teams to operationalize analytical capabilities and move toward real-time use cases.
• •Strong track record working across Product, Marketing, Data, Analytics, and Technology organizations.
• •Ability to translate complex analytical capabilities into clear business strategies and influence senior stakeholders.

What Success Looks Like

The goal is not simply to create more personalized interactions. It is to build a continuous intelligence loop that gets smarter with every interaction:

Understand the client → Detect signals → Determine relevance and value → Make insights available → Activate through partners → Measure outcomes → Learn → Improve

Over time, this creates a personalization ecosystem in which client understanding becomes richer, signals become more timely, insights become more actionable, and measurement continuously improves the intelligence that powers the next interaction.

The Head of Personalization Intelligence is accountable for creating and advancing that intelligence layer, while partnering with Product, Marketing, Technology, and Enablement t