Senior Personalization Strategist at Vanguard

Malvern, Pennsylvania, United States

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Not SpecifiedCompensation

Senior (5 to 8 years)Experience Level

Full TimeJob Type

UnknownVisa

Financial Services, Investment ManagementIndustries

Requirements

7 to 10 years in content strategy, marketing strategy, or experience architecture, ideally in B2B financial services or a regulated industry
Proven track record in leading personalization or journey orchestration programs, including segmentation and measurement
Strong understanding of investment and advisory products, with the ability to translate product changes into clear requirements and release plans
Experience working with technology and data teams to implement strategies within platforms like CMS, DAM, CRM, and CDP
Ability to facilitate decision-making, manage trade-offs, build consensus, and address risks proactively
Proficiency in designing experiments, defining KPIs, and making data-driven recommendations
Preferred: Familiarity with modular or componentized content, taxonomy, and metadata design
Preferred: Experience in advisor, wealth, asset management, or related financial services areas
Preferred: 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

Skills

Key technologies and capabilities for this role

Personalization StrategyGenerative AIContent GovernanceSegmentationNext Best ActionMetadata TaggingContent ManagementUX CollaborationDigital ProductMarketing TechnologyClient JourneyInvestment ProductsAdvisory ProductsCross-functional Alignment

Questions & Answers

Common questions about this position

What experience is required for the Senior Personalization Strategist role?

Candidates need 7 to 10 years in content strategy, marketing strategy, or experience architecture, ideally in B2B financial services or a regulated industry, plus a proven track record in leading personalization or journey orchestration programs.

What key skills are needed for this position?

Required skills include strong understanding of investment and advisory products, collaboration with technology and data teams on platforms like CMS, DAM, CRM, and CDP, leadership in decision-making and consensus-building, and analytical proficiency in designing experiments and defining KPIs.

Is this a remote position or does it require office work?

This information is not specified in the job description.

What is the salary or compensation for this role?

This information is not specified in the job description.

What kind of cross-functional collaboration is involved in this role?

You'll work side by side with research, engagement strategy, client journey owners, next best action program management, digital product, FAS marketing technology, and UX, plus closely with Client Intelligence & Insights, Client Journey Management, and Engagement Strategy.

Vanguard

Client-owned investment management firm offering low-cost funds

About Vanguard

Vanguard provides financial services with a focus on investment management. The company offers a variety of products, including mutual funds, exchange-traded funds (ETFs), individual retirement accounts (IRAs), and 401k rollovers, aimed at individual investors, financial advisors, and institutions. Vanguard's unique ownership structure means it is owned by its funds, which are in turn owned by the clients, allowing it to prioritize the needs of its investors over external shareholders. This model enables Vanguard to offer low-cost investment options, as it primarily earns revenue through management fees that are generally lower than industry standards. Additionally, Vanguard provides personalized investment advisory services, charging fees based on the assets managed. The company's goal is to help clients grow their wealth and achieve their financial objectives through effective investment strategies, while maintaining a competitive performance track record.

Kline Township, PennsylvaniaHeadquarters

1975Year Founded

SECONDARYCompany Stage

Fintech, Financial ServicesIndustries

10,001+Employees

Benefits

Best-in-class medical, dental & vision coverage

Onsite health clinic & fitness center

Health Smart Rewards program

Vanguard Retirement Savings Plan

Education Benefits

PTO

Family Planning Benefist

Parental leave

Personal development opportunities

Volunteer Time Off

Risks

Competition from AI-driven platforms like Writer challenges Vanguard's traditional advisory services.

Vanguard's stake in Steelcase exposes it to the volatile furniture market.

New active bond ETFs may struggle in a low-yield environment with increasing competition.

Differentiation

Vanguard is client-owned, aligning its interests with investors, unlike traditional firms.

The firm offers low-cost investment products, making it attractive to cost-conscious investors.

Vanguard's ownership structure allows it to focus on long-term investor value.

Upsides

Vanguard's new active bond ETFs offer diversified, low-cost fixed income options.

The acquisition of Steelcase shares diversifies Vanguard's portfolio into the furniture industry.

Launching the International Dividend Growth Fund appeals to investors seeking sustainable dividend growth.

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