Personalization Lead-Data&Digital Marketing

Vodafone

Join Us

At Vodafone, we’re not just shaping the future of connectivity for our customers – we’re shaping the future for everyone who joins our team. When you work with us, you’re part of a global mission to connect people, solve complex challenges, and create a sustainable and more inclusive world. If you want to grow your career whilst finding the perfect balance between work and life, Vodafone offers the opportunities to help you belong and make a real impact.

What you’ll do

The Personalization Lead defines the overall personalization strategy across our owned digital assets (vodafone.com.tr and Yanımda App) and ensures its successful execution. The role owns Adobe Target and CDP, the company's core personalization platforms, and drives their effective adoption across squads. Personalization Lead defines audience and segmentation strategies, designs data-driven personalization use cases, and partners with product, marketing, analytics, UX, and technology teams to deliver relevant customer experiences. The role collaborates closely with IT, vendors, and Group companies to continuously enhance personalization capabilities, align with global initiatives and best practices, and enable scalable, data-driven experiences that improve customer engagement and business performance.

• Understand business priorities, challenges, and opportunities to define and drive the personalization strategy for My Vodafone App and Vodafone.com.tr, leveraging Martech ecosystem capabilities.
• Collaborate with multiple business owners to translate business needs into scalable personalization use cases, journeys, and test hypotheses.
• Communicate results, insights, and learnings from activities, including A/B tests and AI-driven optimizations, and highlight the overall business impact of personalization.
• Develop strategies for effective audience creation and activation using CDP and analytics data to uncover high-value personalization opportunities.
• Act as the main point of contact for personalization tools such as Adobe Target, with deep technical knowledge of setup, integrations, and decisioning capabilities.
• Ensure that global and local Martech governance standards (e.g., naming conventions, activity structure, prioritization) are consistently applied.
• Use data and analytics tools (e.g., Adobe Analytics) to analyze user behavior, identify friction points, and optimize digital journeys through data-driven decisions.
• Understand and leverage digital and Martech technologies (e.g., HTML, JavaScript, tagging, AI/ML models, cloud-based architectures) for advanced personalization setups.
• Work in agile squads in close collaboration with frontend/backend developers, UX/UI designers, and data teams to implement and scale personalization solutions.

Who you are

• Good communication skills in English, both written and spoken.
• Able to balance and align the needs of multiple stakeholders across business, product, and technology teams.
• Curious and motivated to understand customer behavior and translate insights into impactful digital experiences.
• Experienced in A/B testing, experimentation, and conversion optimization (e.g., Adobe Target, Insider).
• Familiar with Martech ecosystem tools (e.g., Adobe Analytics, Google Analytics, CDP, Adobe Target, SEO) and eager to deepen expertise.
• Comfortable working with data, with a strong analytical mindset and ability to make data-driven decisions.
• Hands-on experience or strong interest in digital products, personalization, and customer journey optimization.
• Results-oriented with strong ownership, planning, and prioritization skills.
• Insight-driven, proactive, and capable of thinking beyond standard approaches to solve problems.

Not a perfect fit?

Worried that you don’t meet all the desired criteria exactly? At Vodafone, we are passionate about empowering people and creating a workplace where everyone can thrive, whatever their personal or professional background. If you’re excited about this role but your experience does not fully align with every qualification in the job description, we encourage you to apply anyway. You may be just the right candidate for this or other roles.