The Omnichannel Product Test & Learn, Optimization and Personalization manager will be responsible for the execution, design, and analysis end to end lifecycle of A/B testing, multivariate testing, and personalization efforts for web and app platforms and traffic channel sources. Leading initiatives to boost user engagement and retention through personalized strategies, the role requires a deep understanding of user behavior, a data-driven mindset, and effective collaboration with cross-functional teams. Within the complex and unique digital ecosystem at Hard Rock, there are many conversion funnels and events that contribute to the common goal of increasing conversion rates, essentially driving direct revenue contribution and loyalty – this role has direct accountability to drive success with each iterative product update and collectively to achieve goals and targets across the omnichannel touchpoints across the enterprise in a connected DX. The ideal candidate, proficient in HTML, CSS, and JavaScript, will manage A/B tests, targeting, and personalization within the Hard Rock digital ecosystem.

The candidate should bring proven expertise in the Adobe Experience Cloud suite, with a focus on Adobe Target and Adobe Analytics, aiming to implement strategies that generate millions in incremental revenue annually. We are seeking a candidate with a unique blend of technical proficiency, a computer science/coding background, strong quantitative skills, and a keen business mindset. The ideal candidate possesses a desire to thrive in a fast-paced, multi-project environment, contributing to ongoing digital transformation efforts related to website and mobile app optimization and personalization. This involves leveraging statistical, analytical, technical abilities, project management, effective communication, and interpersonal leadership skills to drive and execute success in the digital space.

We are seeking an Adobe Analytics and Adobe Target guru that has a strong passion to build, create and mature paths to success across all lines of business to continuously use these tools to create the best DX for customers resulting in quantified results of success (deep understanding of conversion rates optimization and associated revenue booked direct are key).  This person is motivated and influences others to drive value and ROI for the enterprise via maturing and cutting edge digital capabilities including ML models and proper real time data connectors and engines that support AI recommendations in eCommerce.

This role functions as a shared service supporting Seminole Gaming and all Hard Rock lines of business, including Cafes, Hotels, Casinos, Shop, Entertainment, and the Unity by Hard Rock loyalty program. It is a customer-centric role that effectively translates customer and enterprise needs into optimized experiences, increased conversions, and new business opportunities.

Essential duties include, but are not limited to:

• Provide essential support for the tactical and technical components necessary for ongoing A/B testing, optimization, and personalization roadmaps across the Hard Rock digital landscape.
• Author and manage assigned testing, targeting, and personalization efforts aligned with digital product, channel, content, merchandising, and marketing roadmap strategies.
• Must have end-to-end experience with Adobe mBox strategy, leading an enterprise test and learn culture, and implementation including light coding (.js) expertise to configure and launch testing in an agile product org.
• Drive, measure, and communicate success across Hard Rock’s website and digital channels while exploring innovative areas such as utilizing AI recommendations engines based on machine learning.
• Develop and implement a comprehensive omnichannel experimentation strategy aligned with business objectives.
• Identify opportunities for optimization across digital channels, including web, mobile, and email, to drive incremental revenue.
• Identify and recommend opportunities to leverage 1st and 3rd party data across targeting and personalization in Hard Rock digital systems.
• Lead and own the planning, implementation, and analysis of experiments to test hypotheses and drive data-driven decision-making.
• Continuously innovate and evolve scalable and sustainable solutions, utilizing multi-sourced data intelligence and tools to effectively execute and grow new and existing initiatives that drive incremental revenue.
• Lead the charge in fostering a culture of continuous improvement, innovation, and personalization, positioning the organization at the forefront of adaptive and customer-centric strategies.
• Collaborate with cross-functional teams to define testing roadmaps and prioritize experiments.
• Implement optimization initiatives based on experiment findings, focusing on improving key performance indicators (KPIs) and enhancing the overall customer journey.
• Work closely with UX/UI designers, developers, content creators, and marketers to ensure seamless integration of optimization strategies.
• Lead, administer, architect, and maintain all tools and processes as central core to digital audience, targeting, and personalization initiatives related to website testing, targeting, personalization, and web-optimization.
• Maintain data integrity and ensure cross-platform/channel personalized and targeted experiences align with evolving technologies and systems.
• Monitor and report on the performance of experiments, highlighting successes and areas for refinement.
• Support all digital data input and coordination efforts required for the success of Hard Rock’s Data Management Platform (DMP) across partner teams.
• Adhere to ever-changing legal guidelines (e.g., GDPR) and PII around data privacy and security.
• Other duties, responsibilities, and qualifications may be required and/or assigned as necessary.

Experience

• 7+ years of professional experience in large scale, corporate global digital analytics, or related field
• Bachelor’s Degree in Mathematics, Statistics, Data Science, or related field
• Proven experience in product management with a focus on omnichannel experimentation and optimization.
• Enterprise-level experience in travel, hospitality, food & beverage, and/or entertainment, or other relevant industry preferred.

Knowledge, Skills, and Abilities

• Strong knowledge of statistical methodologies and tests (t-tests, chi-square tests, etc.)
• Proven expertise in tag management concepts, implementation, and maintenance.
• Expert understanding of digital marketing channels and customer journey optimization.
• Hands-on experience with A/B testing, multivariate testing, and other experimentation methodologies.
• Familiarity with UX/UI principles and their impact on digital experiences.
• Deep understanding and subject matter expertise of taxonomy, governance, and ensuring data hygiene, quality, and controls.
• Familiarity with customer data, personalization, and metrics derived from digital marketing channels.
• In-depth knowledge of Digital Analytics, Website, Apps, and Digital Media data, operations, and optimization
• Advanced proficiency in web analytics, data visualization, and reporting tools, including Adobe Analytics, Tableau, and other reporting dashboards at an expert level.
• Extensive hands-on expertise in Adobe Analytics, Adobe Target, Salesforce (Marketing Cloud, Service Cloud, Commerce Cloud), and Tealium.
• Experienced with digital audience creation and usage for web-personalization tools.
• Proficient in agile development methodologies and project management tools such as Jira, Confluence, and Asana.
• Capable of managing multiple projects and deadlines effectively.
• Self-motivated, action-oriented, and results-driven.
• Exceptional analytical and problem-solving skills, adopting a data-driven and customer-centric approach.
• Outstanding communication and interpersonal skills, fostering collaboration across diverse teams.
• Thrives in a fast-paced, dynamic, and agile environment, adept at pivoting quickly.

Work Environment:

• Duties and responsibilities are typically performed in a professional office setting, but there may be times where you will need to be in operating areas. In these areas, you may be exposed to environmental factors including, but not limited to, secondhand smoke and excessive noise.
• While performing the duties of this job, the employee is frequently required to stand; walk; use hands to finger, handle, or feel; reach with hands and arms, talk, or hear; and taste or smell. The employee must frequently lift and/or move up to 50 pounds. Specific vision abilities required by this job include close, distance, color, and peripheral vision, depth perception and ability to adjust focus.

Disclaimer
While this is intended to be an accurate reflection of the current job, management reserves the right to revise the current job or to require that other or different tasks be performed when circumstances change, (e.g. emergencies, changes in personnel, workload, rush jobs or technical developments).

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