Senior Manager - Personalization Strategy & Standards

The Enterprise Digital Experiences (EDX) team leads development of the Mobile App & Website and is focused on building best-in-class digital experiences that maximize enterprise value through trusted, scalable platforms and modern ways of working. As the team looks to keep pace with evolving customer expectations, we believe that Personalization will play a pivotal role in driving customer engagement, revenue and satisfaction by demonstrating that we truly ‘know our customers’.

The role sits within the Customer Personalization team and will be crucial in helping drive personalization strategy, articulating enterprise and membership value, defining content standards, and advancing experimentation across digital experiences.

The Senior Manager will play a critical role in translating strategy into execution - driving research, operationalizing best practices, coordinating cross-functional efforts, and ensuring delivery of high-impact personalization initiatives. This role partners closely with business units, analytics, marketing, and product teams to enable measurable outcomes through personalization, experimentation, and content strategy.

Qualifications

• 6–9 years of experience in digital strategy, personalization, product, analytics, or consulting
• Experience working on cross-functional initiatives in matrixed organizations
• Strong analytical mindset with experience in experimentation and performance measurement
• Ability to translate strategic direction into structured execution plans
• Familiarity with content strategy and personalization across digital channels
• Strong stakeholder management and communication skills
• Ability to operate independently while collaborating closely with senior leaders
• Employment eligibility to work with American Express in the United States is required as the company will not pursue visa sponsorship for these positions.

Responsibilities

• 1. Strategy & Research
• Support research on personalization trends, innovations, and best practices
• Synthesize insights into clear, actionable recommendations and contribute to roadmap development
• Help develop thought leadership and drive alignment across partner teams
• Support the development and implementation of CX standards for personalization and digital content
• Drive adoption of content standards across business units through ongoing engagement and enablement
• Partner with Analytics to maintain and report on the personalization scorecard
• Collaborate with domain teams, personalization teams, and internal platforms to embed best practices
• Provide guidance to marketing teams on content strategy, including optimization of placements and experiences
• 2. Content Strategy & Governance
• Support the development and implementation of CX standards for personalization and digital content
• Drive adoption of content standards across business units through ongoing engagement and enablement
• Partner with Analytics to maintain and report on the personalization scorecard
• Collaborate with domain teams, personalization teams, and internal platforms to embed best practices
• Provide guidance to marketing teams on content strategy, including optimization of placements and experiences
• 3. Strategic Execution
• Manage execution of high-priority personalization initiatives across multiple lines of business
• Coordinate across stakeholders to ensure alignment, timelines, and delivery of key programs
• Help drive execution of complex, cross-functional initiatives (e.g. personalization programs, monetization efforts)
• Prepare materials and support governance forums (e.g., SteerCos, working groups)
• Track progress, risks, and dependencies to ensure initiatives maintain momentum
• 4. Experimentation & Optimization
• Support the execution of the Personalization Test & Learn agenda
• Partner with Analytics to monitor performance of placements, treatments, and strategies
• Translate data insights into actionable recommendations for optimization
• Work with teams to design, launch, and iterate on experiments
• Ensure measurement frameworks and scorecards are consistently applied and understood