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Senior Manager, Personalization Capabilities Lead


Menomonee Falls, Wisconsin
posted April 27, 2021

With a focus on evolving Kohl’s to be world class in customer engagement, the senior manager, personalization squad leader will drive the strategy and project manage the cross-functional personalization teams focused on driving customer engagement, ensuring the team meets expected results and is driving progress towards defined business objectives. The leader will drive the creation and building of one-to-one personalization technical capabilities with as much automation as possible, leveraging customer and product data and behavioral indicators to drive revenue growth. The leader will need to define the optimal mix of third-party and existing technical capabilities to build a best-in-class, one-to-one personalization capabilities platform.


Lead Squad Progress and Drive Outcomes

  • Build out the strategy and road map for personalization initiative testing and ensure it aligns to the broader vision.
  • Develop and oversee test programs and pilots to improve the effectiveness of growth personalization tactics.
  • Partner with stakeholders to develop testing strategies and tactics.
  • Generate hypotheses and partner to define analytical/testing opportunities to provide new insights to further advance targeted personalization strategies.
  • Responsible for delivering on testing and revenue goals for specific growth initiatives.
  • Serve as agile steward and coach, ensuring a data-driven mindset, and encourage the team to generate bold and innovative solutions.
  • Use customer insights, industry examples and leadership input in creating new test hypotheses.
  • Run ideation as necessary to fill test backlog.

1:1 Personalization Strategies: Product Recommendations, Personalization Offers, Behavioral Trigger-Based Programs

  • Demonstrate in-depth knowledge and proficiency in marketing technology solutions (homegrown and third party), algorithms, machine learning, automated workflows, and various CRM solutions.
  • Develop and lead strategy for development teams to deliver best-in-class personalization technology capabilities through optimal mix of in-house and third-party solutions, leveraging data across multiple ingestion points, algorithms and delivery/activation capabilities.
  • Architect and project manage the development of product recommendations and personalization offers, technical capabilities, and testing agendas.
  • Lead business/foundational/platform-based features/initiatives spanning across applications and environments, involving multiple iterations.
  • Leverage analytics and data science teams for actionable insights, algorithms and test design.
  • Drive successful execution of product recommendations and offers-related testing.
  • Lead the creation of new technical personalization capabilities and features to be developed and tested through iterative frameworks.
  • Partner with stakeholders to identify, develop and test new personalization tactics/capabilities that drive total enterprise traffic and improve customer value perception.

Team Leadership and Executive Communications

  • Embrace a data-driven, agile mindset and encourage team to generate bold and innovative solutions.
  • Create an effective work environment by developing a common vision, setting clear objectives, expecting teamwork, recognizing outstanding performance, and maintaining open communications.
  • Develop staff through coaching, providing performance feedback, providing effective performance assessments, and establishing performance and development plans.
  • Ensure daily follow-up with squad team members on deliverables and hold team accountable for timely and accurate completion.
  • Manage resourcing and all squad-related activities. Escalate squad issues to leadership as they arise.
  • Inform leadership and key stakeholders of performance on regular basis.
  • Collect learnings from test program and share across teams and the organization.
  • Communicate challenges and opportunities in a proactive manner to key partners.



  • Bachelor's degree in electronic or software engineering, computer science, MIS, or a related field
  • Six-plus years experience in technology, marketing, business brand or customer engagement strategy
  • Demonstrated problem-solving, critical-thinking, and analytical skills
  • Proven people leadership experience
  • Experience building strategic road maps and leveraging strategic insights to prioritize ideas
  • Strong communication, influencing and partnering skills
  • Ability to translate insights into actionable plans


  • Degree or equivalent experience in MIS, engineering, business or a related field, particularly in the marketing technology space
  • Prior agency or consulting experience