Especialista en Personalización y Segmentación Digital - Multiple Teams

The Digital Content Sr Analyst is a seasoned professional role. Applies in-depth disciplinary knowledge, contributing to the development of new techniques and the improvement of processes and work-flow for the area or function. Integrates subject matter and industry expertise within a defined area. Requires in-depth understanding of how areas collectively integrate within the sub-function as well as coordinate and contribute to the objectives of the function and overall business. Evaluates moderately complex and variable issues with substantial potential impact, where development of an approach/taking of an action involves weighing various alternatives and balancing potentially conflicting situations using multiple sources of information. Requires good analytical skills in order to filter, prioritize and validate potentially complex and dynamic material from multiple sources. Excellent communication and diplomacy skills are required. Regularly assumes informal/formal leadership role within teams. Involved in coaching and training of new recruits Significant impact in terms of project size, geography, etc. by influencing decisions through advice, counsel and/or facilitating services to others in area of specialization. Work and performance of all teams in the area are directly affected by the performance of the individual.

Responsibilities:

• Work with internal content partners to ensure content is serving business objectives and meeting key performance indicators (KPIs)
• Create content and provide oversight of the content calendar for those topics and editing of content.
• Work alongside leadership to identify relevant paid/owned/earned content amplification opportunities and manage content distribution
• Ensure compliance with business, legal and compliance review of content and imagery
• Provide recommendations with agency partners to ensure that content is engaging, accurate and optimized for search
• Review and continuously monitor analytics and optimize content to ensure that traffic/engagement goals and program KPIs are being met
• Support specific partnership pilot programs and work with internal stakeholders to optimize content and distribution
• Collaborate to build a media plan with agency partners to strategically distribute content to target audiences
• Manage consumer strategy and pilots, as assigned, working to partner and share learnings with global teams
• Identify paid channels including social media and syndication partners that effectively align with content topics
• Understand and support quarterly paid media budget and manage marketing programs to determine best marketing channels for content
• Build targeted audience profiles and segments, as assigned, that strategically align with Citi produced content
• Manage retargeting strategy to reach existing Citi customers
• Demonstrate return on investment of content and provide leadership with data that supports need for ongoing content investment
• Partner with vendors to produce content that aligns with Citi goals and deliver content to targeted audience
• Work cross-functionally to develop partnership agreements in accordance with requirements of internal stakeholders
• Appropriately assess risk when business decisions are made, demonstrating particular consideration for the firm's reputation and safeguarding Citigroup, its clients and assets, by driving compliance with applicable laws, rules and regulations, adhering to Policy, applying sound ethical judgment regarding personal behavior, conduct and business practices, and escalating, managing and reporting control issues with transparency.

Qualifications:

• 5-8 years of experience in content marketing, content editing or related field

Education:

• Bachelors/University degree or equivalent experience

This job description provides a high-level review of the types of work performed. Other job-related duties may be assigned as required.

Descripción del Rol

Especialista técnico-estratégico que coordina la implementación, activación y medición dentro del ecosistema Adobe Experience Cloud. Su responsabilidad es liderar la implementación, administración y optimización de Adobe Audience Manager y Adobe Target dentro del ecosistema digital, asegurando la correcta recopilación, activación y personalización de audiencias. El especialista impulsa estrategias de segmentación, testing y personalización dinámica, alineadas con los objetivos de ventas online, marketing digital, conversión y experiencia del usuario.

Responsabilidades

•        Coordinar la implementación técnica de Adobe Audience Manager y Adobe Target, asegurando su integración con Adobe Analytics, Adobe Experience Platform y el CMS (como AEM)

•        Diseñar, configurar y gestionar audiencias en AAM basadas en reglas, comportamiento, atributos CRM y datos de terceros.

•        Supervisar la activación de audiencias en canales digitales (display, email, redes sociales, personalización onsite).

•        Administrar y configurar experimentos A/B tests y personalizaciones en Adobe Target, asegurando un enfoque de test & learn.

•        Implementar y validar mBoxes, offers y actividades multivariable mediante Launch o intregaciones personalizadas.

•        Colaborar con equipos de marketing, data y UX para definir hipótesis, segmentos y objetivos de optimización.

•        Monitorear resultados de tests y personalizaciones en Target, interpretando métricas como lift, convertion rate y engagement.

•        Mantener la calidad y gobernanza de los datos, verificando integraciones entre Analytics, Audience Manager y Target.

•        Documentar procesos de implementación, flujos de datos, taxonomías de audiencia y estructuras de naming.

•        Capacitar a stakeholders internos sobre el uso estratégico de AAM y Target para personalización basada en datos.

Formación Académica | Conocimientos Técnicos | Experiencia Laboral

•        Licenciatura o Ingeniería en Sistemas, Marketing Digital, Analítica, Ciencia de Datos o carrera afín | Título profesional requerido.

•        Deseable certificación en Adobe Audience Manager o Adobe Target.

•        De 4 a 6 años de experiencia comprobable en personalización digital, segmentación de audiencias o implementación de martech.

•        Experiencia práctica con proyectos de integración AAM-Target-Analytics (A4T) o dentro de Adobe Experience Cloud.

•        Para AAM: Creación y manejo de traits, segments, taconomías y destinos (destinations), conocimiento de fuentes de datos (first, second, third party) y métodos de integración y uso de Data Integration Library, API y reglas de ID sync.

•        Para Adobe Target: Configuración de actividades (A/B, XT, MVT, Automated Personalización, dominio de mBoxes, offer setup, profile scripts y QA, integración A4T (Analytics for Target) y Launch

•        Adobe Launch/ Tag Manager: experiencia en deploys, reglas y validación de tags.

•        JavaScript, HTML y Json: lectura y ajuste de scripts para personalizaciones.

•        Conocimiento general de CRO, CDP, data governance, privacidad (GDPR/CCPA) y cookies.

Habilidades de Liderazgo

•        Pensamiento analítico con orientación a la conversión y experiencia del usuario.

•        Capacidad de traducir requerimientos de negocio en configuraciones técnicas.

•        Comunicación efectiva con equipos técnicos y no técnicos.

•        Alta atención al detalle en validación y QA de datos.

•        Curiosidad y mentalidad experimental (“test & learn”)

•        Naturaleza emprendedora y apertura para aprender nuevas ideas

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Job Family Group:

Marketing

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Job Family:

Digital & Social Media Marketing

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Time Type:

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Most Relevant Skills

Please see the requirements listed above.

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Other Relevant Skills

For complementary skills, please see above and/or contact the recruiter.

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