Senior Personalization Strategist

The Vanguard Group•Malvern, PA

12d•Hybrid

About The Position

Vanguard’s Financial Advisor Services is transforming the way advisors interact with our products and expertise through digital channels. As the Senior Personalization Strategist, you will lead the strategy, systems, and governance that make personalized content possible at scale powered by generative AI. Your primary focus will be on enabling hyper-personalized, meaningful, and impactful content experiences; determining the why and how we personalize content to advisors. You will work side by side with research, engagement strategy, client journey owners, next best action program management, digital product, FAS marketing technology, and UX to ensure that what we deliver to advisors is timely, accurate, personalized, and aligned to business priorities. In this role you'll: Lead content personalization strategy: Partner with Segmentation and Next Best Action Product Manager to define segments, journey stages, and content variants to enable the creation of tailored experiences for advisors across multiple channels. Ensure product accuracy and clarity: Maintain a deep understanding of investment and advisory products, validate critical information with product owners and subject matter experts, and ensure content remains accurate and compliant. Translate strategy into operations: Partner with Engagement Strategy to develop operational specifications for our AI-powered engagement engine, including metadata, tagging, and test plans. Establish content governance: Implement and manage governance processes to ensure content accuracy, compliance, accessibility, and brand consistency. Architect modular content: Design reusable content components and standards to support efficient and adaptable content creation for different advisor segments and lifecycle stages. Drive cross-functional alignment: Work closely with Client Intelligence & Insights, Client Journey Management, and Engagement Strategy to prioritize initiatives and make informed decisions. Measure performance and learning: Define key performance indicators (KPIs), set up experiments, analyze results, and refine strategies to enhance engagement and operational efficiency.

Requirements

Experience: 7 to 10 years in content strategy, marketing strategy, or experience architecture, ideally in B2B financial services or a regulated industry.
Personalization success: Proven track record in leading personalization or journey orchestration programs, including segmentation and measurement.
Product knowledge: Strong understanding of investment and advisory products, with the ability to translate product changes into clear requirements and release plans.
Collaboration skills: Experience working with technology and data teams to implement strategies within platforms like CMS, DAM, CRM, and CDP.
Leadership: Ability to facilitate decision-making, manage trade-offs, build consensus, and address risks proactively.
Analytical skills: Proficiency in designing experiments, defining KPIs, and making data-driven recommendations.

Nice To Haves

Modular content models: Familiarity with modular or componentized content, taxonomy, and metadata design.
Financial services domain: Experience in advisor, wealth, asset management, or related financial services areas.
AI exposure: Some exposure to AI-assisted orchestration or agentic workflows in marketing or client experience contexts.

Responsibilities

Lead content personalization strategy: Partner with Segmentation and Next Best Action Product Manager to define segments, journey stages, and content variants to enable the creation of tailored experiences for advisors across multiple channels.
Ensure product accuracy and clarity: Maintain a deep understanding of investment and advisory products, validate critical information with product owners and subject matter experts, and ensure content remains accurate and compliant.
Translate strategy into operations: Partner with Engagement Strategy to develop operational specifications for our AI-powered engagement engine, including metadata, tagging, and test plans.
Establish content governance: Implement and manage governance processes to ensure content accuracy, compliance, accessibility, and brand consistency.
Architect modular content: Design reusable content components and standards to support efficient and adaptable content creation for different advisor segments and lifecycle stages.
Drive cross-functional alignment: Work closely with Client Intelligence & Insights, Client Journey Management, and Engagement Strategy to prioritize initiatives and make informed decisions.
Measure performance and learning: Define key performance indicators (KPIs), set up experiments, analyze results, and refine strategies to enhance engagement and operational efficiency.

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