The Program Manager Personalization & Optimization contributes to TaylorMade Golf’s success by leading a team of specialists to ideate, create and run personalization campaigns and optimization tests. Responsibilities include analysis, reporting, and actionable recommendations across the digital D2C ecosystem. The role brings significant analytical focus on a broad range of data and testing assets to identify opportunities and evaluate the success of programs aimed at improving customer experience, engagement, and ROI. This role is key in driving incremental revenue through thoughtful personalization campaigns aimed at creating unique online experiences tailored to specific segments, interests and habits. A successful Manager in this role relies on extensive collaboration with the broader digital commerce team and other cross-functional teams (designers, developers, agency partners) to act as a trusted advisor within the organization.
Essential Functions and Key Responsibilities:
- Manage the optimization roadmap, A/B tests and team coordinating the testing projects based on hypotheses and data requirements
- Manage the personalization campaign roadmap, analyze results, adjust, test and report out to the larger team
- Work cross-functionally to build personalization campaigns to support digital programs, product launches and promotions with a focus on driving incremental revenue
- Work closely with design team for frontend UI/UX optimization testing ideas along with content needs and requests to support personalization campaigns
- Setup and manage personalization campaigns within Salesforce Marketing Cloud Personalization (MCP)
- Drive the growth of the personalization program by spearheading projects to connect further data sources to MCP, both internal and external
- Lead research efforts to identify and prioritize opportunities for website testing, personalization, and usability improvements based on industry best practices, prior learnings, and forecasted results
- Maintain testing plans, and provide recommendations on copy, images, layouts, and offers to test across the digital team
- Provide mock-up examples of recommended design and copy changes as needed
- Set up campaigns in Optimizely with proper page targeting, audience targeting and metrics
- Perform QA and engage other team members to test experiment variations before launch to ensure proper functionality
- Track and report on optimization and personalization program results in a monthly update to the larger digital team and key stakeholders
- Maintain test repository with history of hypotheses, test results and learnings which can be viewed across the organization
- Maintain best practices playbook for campaign creation and optimization strategy
- Provide appropriate input and recommendations to internal teams
- Maintain buying funnel analysis reporting
- Assist in regions growth and expansion of optimization and personalization programs
- Lead, develop and manage a small team to perform at the highest level and support business needs. Ensure efficiency through collaboration, training and development of the internal teams.
- Performs other related responsibilities as required
Knowledge and Skills Requirements:
- General knowledge of statistical concepts related to website testing
- General knowledge of HTML/JS/CSS
- General knowledge of quantitative and qualitative research practices
- General knowledge of user insight tools, Quantum Metric preferred
- Demonstrated ability to clearly and effectively communicate complex quantitative subject matter to non-quant audiences, both orally and in writing
- Ability to work collaboratively in various settings and tight deadlines
- Excellent organizational, time management, and interpersonal skills
- Ability to identify and develop talent and to lead and inspire others
- Superior attention to detail and keen troubleshooting skills
- Proficient in Microsoft Suite (Word, Excel, Outlook, PowerPoint)
Education, Work Experience, and Professional Certifications:
- Bachelor's degree in graphic design, development analytics or related field.
- 5+ years’ experience in digital Optimization
- Demonstrated experience of website testing platforms, Optimizely preferred
- Demonstrated experience (1+ years) of website personalization programs
- Salesforce marketing cloud preferred
- Experience utilizing A/B and multivariate testing concepts
- Prior supervisory experience preferred.
Work Environment / Physical Requirements:
- Normal office conditions with consistent computer usage
- Ability to work extended hours as necessary
- Light physical effort equal to frequent lifting or moving of lightweight materials
TaylorMade is a performance driven organization and our total rewards approach to compensation is designed to support this. We consider many factors in determining base compensation, including position scope, job related knowledge, education, skills, experience, and work location. The expected annual base pay range for this position is $110,000 - $125,000. Additional benefits, such as health & wellness, performance bonuses, product discounts, holidays, paid time off, etc. may also be offered in accordance with our plans.
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TaylorMade Golf Company is an equal opportunity employer. All qualified applicants receive consideration for employment without regard to race, religious creed, color, national origin or ancestry, physical or mental disability, medical condition, genetic information, marital status, sex, pregnancy, gender, gender identity, gender expression, age, sexual orientation, military and veteran status or any other basis protected by federal, state or local law, ordinance, or regulation.
Top Skills
What We Do
Overview:
Headquartered in Carlsbad, California, TaylorMade Golf is a leading manufacturer of high performance golf equipment, golf balls and accessories. TaylorMade has a history of innovative industry-leading products such as the newly launched Stealth family headlined by the 60-layer Carbon Twist Face Stealth Carbonwood Driver. TaylorMade's technological advancements touch all sectors of the golf industry with products like P Series irons, Milled Grind 3 wedges, TP5/TP5X golf balls and Spider putters. A major force across the world's professional tours, TaylorMade has an unrivaled athlete portfolio that includes Tiger Woods, Dustin Johnson, Rory McIlroy, Collin Morikawa, Tommy Fleetwood, Rickie Fowler, Matthew Wolff, Harry Higgs, SH Park, Charley Hull, Maria Fassi and Sierra Brooks.
History:
In the spring of 1979 a golf equipment salesman named Gary Adams took out a $24,000 loan on his home and founded the TaylorMade Golf Company. He rented a 6,000 square-foot building that at one time housed a television assembly plant. Counting him, there were three employees and a single, innovative product: a 12-degree driver cast of stainless steel. This new metalwood looked and sounded different from a wooden wood, and most important, it performed differently. The clubhead's perimeter-weighting offered greater forgiveness on mis-hits, while the lower center of gravity made it easier to launch the ball in the air. Adams, the son of a golf professional, was adamant that TaylorMade clubs maintain ties to what true golfers perceived an authentic golf club should look and feel like. They were committed to combining innovation with authenticity, to always be passionate about the game, and pledged to be competitive - to work hard to establish itself and grow. These four tenets would take them far.
Since the creation of the first metalwood in 1979, the TaylorMade Golf Company has established a legacy of breaking from tradition to reach new thresholds of performance.
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