Senior Manager Personalisation & AI Activation

About the role

We are looking for a commercially minded leader to define and scale the translation of customer data, predictive intelligence and AI‑enabled decisioning into relevant experiences and measurable business impact across the group.

Key responsibilities

• Own and drive the group‑wide personalisation and AI activation roadmap, aligning with CRM, Loyalty, MarTech, Ecommerce, Analytics and brand teams.
• Translate Customer 360 data and predictive insights into scalable targeting, next‑best‑action and personalisation use cases.
• Establish measurement standards for incrementality, ROI and business impact, and create a repeatable operating model for testing and scaling initiatives.
• Partner with Data Science, Analytics and MarTech to operationalise AI‑enabled use cases such as next‑best‑offer, propensity‑led targeting, churn prevention and recommendation.

Required profile

• Senior‑level experience (minimum 84 months) in lifecycle marketing, personalisation and AI activation.
• Strong commercial mindset with proven ability to deliver measurable impact and ROI.
• Experience working across multi‑disciplinary teams (CRM, Loyalty, Ecommerce, Analytics, Product).

Required skills

• Recommendation engines
• Incrementality measurement
• Holdout groups
• MarTech ecosystems
• Audience management
• A/B testing
• Predictive models
• Activation platforms
• Customer 360 segmentation
• CDP
• Propensity modelling
• Experimentation
• Personalisation
• Customer decisioning
• AI‑enabled activation
• CRM
• Analytical platforms
• BI tools
• SQL
• Marketing automation