Digital Experience – Personalization & Content Strategist

Digital Experience – Personalization & Content Strategist

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We are seeking a senior-level strategist to lead and scale personalization initiatives across our client-facing digital ecosystem, to establish and deepen first‑party digital relationships with financial advisors and institutional investors. You will shape the strategic vision and execution of personalized experiences that drive engagement, loyalty, and conversion among our key audiences. This role requires a blend of strategic leadership, cross‑functional collaboration, and hands‑on expertise with the Adobe Experience Platform and its personalization capabilities.

This role focuses on delivering differentiated experiences based on firm, segment and product eligibility, while optimizing user journeys for both known and anonymous users. The strategist works cross‑functionally to ensure digital content and tools align with client needs and business goals. This is a hybrid position located in our Boston, MA office.

• Strategic Leadership
  • Define and lead the personalization strategy for financial advisors and institutional investors, aligning with broader business and marketing objectives.
  • Champion a data‑driven approach to content personalization across the organization.
  • Develop and execute a personalization roadmap tailored to financial advisors, incorporating firm‑specific rules and product availability.
  • Collaborate with marketing, UX, data, and technology teams to align personalization efforts with broader advisor engagement strategies.
• User Journey Optimization
  • Design and optimize digital pathways for both anonymous and known users.
  • Identify and address friction points to improve engagement, lead generation, and conversion.
  • Oversee login flows and personalized content delivery for authenticated users.
• Content Performance Enhancements
  • Audit and refine client-facing content to improve relevance, conversion rates, and satisfaction.
  • Leverage performance analytics to inform ongoing content strategy and personalization efforts.
  • Gate content appropriately based on subscription level or firm permissions, while maintaining a seamless user experience.
• Execution & Platform Management
  • Utilize Adobe Experience Manager, Adobe Target, and Marketo to design, implement, and manage personalized user journeys across digital touchpoints.
  • Conduct A/B testing and iterative optimization of personalization experiences to maximize impact.
• Cross‑Functional Collaboration
  • Partner with teams across channel marketing, content, UX, analytics, and technology to ensure alignment and scalability.
  • Serve as a thought leader and advocate for personalization best practices within the organization.

• 7+ years of experience in digital marketing, digital product ownership, digital experience/content strategy, or personalization, ideally in financial services.
• Understanding of financial advisor and institutional investor personas and the financial services landscape.
• Proven experience with Adobe Experience Manager, Personalization (Adobe Target), or similar personalization platforms.
• Strong analytical skills and familiarity with web analytics tools (e.g., Adobe Analytics, Google Analytics, Content Square).
• Experience with gated content strategies and subscription-based access models.
• Excellent communication, collaboration, and stakeholder management skills.

We put the best interests of our clients, employees, communities, and environment first in everything we do. We’re dedicated to fostering a culture of collaboration, diversity, and inclusion that supports employee growth. We believe this creates equal opportunities for our employees — and better outcomes for our clients and communities. We offer a robust benefits package designed to integrate life and work and to support our employees.

Benefits include, but are not limited to, comprehensive medical, dental and vision insurance, paid time off, 401(k) plan, tuition reimbursement, student loan repayment program, wellness benefits and volunteer programs.

In accordance with the Massachusetts…