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.

1. 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

2. 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

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

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

At American Express, our culture is built on a 175-year history of innovation, shared values and Leadership Behaviors, and an unwavering commitment to back our customers, communities, and colleagues. From delivering differentiated products to providing world-class customer service, we operate with a strong risk mindset, ensuring we continue to uphold our brand promise of trust, security, and service.

As part of Team Amex, you’ll experience our powerful backing with comprehensive support for your holistic well-being and many opportunities to learn new skills, develop as a leader, and grow your career. Here, your voice and ideas matter, your work makes an impact, and together, you will help us define the future of American Express.