Director, Marketing Personalization

Director, Marketing Personalization  | Tripadvisor

About Tripadvisor 

At Tripadvisor, we believe there’s good out there. We understand that travel brings out the best in us, while lifting deserving businesses and strengthening the communities we meet along the way. We know that as the world’s largest travel site, we’re here to inspire and empower people to explore our world with confidence — and share their trip experiences with others. And every day, we see our ideas come to life in work that enables travelers to discover all the good the world has to offer. As part of the Tripadvisor team, you’ll have the opportunity to do the same.

We believe that we are better together, and at Tripadvisor we welcome you for who you are.  Our workplace is for everyone, as is our people powered platform.  At Tripadvisor, we want you to bring us your unique perspective and experiences, so we can collectively revolutionize travel and together find the good out there. 

Job Location: U.S. Virtual

This role is a remote position in the United States. Occasional travel to company offices as necessary.

About the role 

Tripadvisor seeks an experienced and passionate Director of Personalization to own and develop personalization programs across CRM and on-site marketing, including but not limited to email, push notifications, interstitials, SMS, emerging channels, and landing pages.

The right candidate is customer obsessed, innovative, data-driven, curious, growth oriented, and deeply experienced in customer engagement and personalization strategies, with focus on loyalty and offers/promotions. Must be comfortable with analytics and ML data models.

You will lead the team in driving step-change growth through Personalization initiatives that will impact hundreds of millions of members across their traveler journey. This will require the development and scaled execution of engaging and personalized content and recommendations that cement Tripadvisor as the most  trusted travel partner. You will lead the team in utilizing customer segmentation, journey mapping, sophisticated customer insights, predictive analytics and data modeling, and advanced test and learn techniques to maximize the impact of the channels and drive engagement and growth.

You will serve as a subject matter expert on personalized and engaging communication, with an orientation around the consumer lifecycle and measurable actions that drive long-term business results. You will use your deep experience and expertise in MarTech, tracking, and attribution to partner with Analytics and Data Science on measurement to collect and leverage 0 and 1st party data to craft a personalization execution strategy for marketing.

This is an entrepreneurial, analytical role, with an opportunity to innovate, test and learn, and push the boundaries on what “great” looks like in the travel industry.

What You’ll Do

• Own and lead roadmap development and team in executing new Personalization initiatives for Marketing, while using advanced analytics and AI to optimize existing campaigns

• Ownership of channel  goals across multiple lines of business and growth areas

• Utilizing channel best practices and consumer psychology to innovate within the channels and maximize channel outcomes

• Partner to develop new thinking and new development of the overall communication for our members and develop omni-channel strategies [e.g., email, push, and SMS] for distinct customer segments

• Collaborate with Engineering, Analytics, Data Science, Brand, Product, and Marketing partners to ensure that communications are sent at the right time, with the right message, across the right channel based on signals, data, and user needs

• Translate business goals into accurate delivery and infrastructure requirements, including but not limited to: specifying required data, segmentation & targeting logic, and dynamic content requirements

• Partner with data science to build world-class models to drive personalized communications and actions

• Track, analyze, and report on key performance metrics, identifying areas of opportunity to improve KPIs, while also owning your team’s outcome and ensuring targets are delivered

• Core KPIs for the role are: member revenue growth, member engagement, channel health and engagement, and user satisfaction

Skills & Experience 

• Minimum 10+ years’ of CRM experience with deep focus on personalization, with 5+ years of management experience

• Experience with very large sets of data for big multi-category companies, with complex data structures

• Deep experience with developing and evo