Overview AARP is the nation's largest nonprofit, nonpartisan organization dedicated to empowering people 50 and older to choose how they live as they age. With a nationwide presence, AARP strengthens communities and advocates for what matters most to the more than 100 million Americans 50-plus and their families: health and financial security, and personal fulfillment. AARP also works for individuals in the marketplace by sparking new solutions and allowing carefully chosen, high-quality products and services to carry the AARP name. As a trusted source for news and information, AARP produces the nation's largest-circulation publications, AARP The Magazine and the AARP Bulletin. AARP’s Integrated Communications and Marketing (ICM) Group includes Membership, Content and Editorial, Customer Experience, External Relations, Brand Strategy and Strategic Communications. Across paid, earned, shared and owned channels, ICM manages AARP’s reputation, drives engagement and member growth, and showcases AARP’s mission and value through one, integrated voice. The Personalization Enablement Director plays a critical role in AARP’s digital transformation. The Director is responsible for managing and optimizing AARP's Digital Value Library, the cornerstone of AARP's personalized marketing ecosystem that enables execution of automated, AI-driven personalization at scale. The Digital Value Library encompasses two central content management platforms: Adobe Experience Manager (AEM) and the Event and Engagement Management Clearinghouse (EEMC). Together, these platforms contain all consumer-facing marketing messages for automated distribution to consumers across channels using personalization technology. Categories of value included in the Digital Value Library include member benefits, account actions, events, articles, videos, tools, and more. Working with senior leadership and the Personalization Strategy lead, this Director sets the strategy for the Digital Value Library, ensuring a scalable approach that enables efficient marketing execution and automated and/or AI model-driven content distribution in order to grow consumer engagement, membership growth, and other enterprise KPIs. The position works with business stakeholders across AARP to understand their business needs and content usage, and partners with solution architects, digital product and ITS teams to ensure digital value is accurately configured, stored, and accessed by personalization technologies such as Palantir Foundry. Responsibilities Establishes and applies measurement and adjustment framework to monitor progress against the goals outlined in the strategic plan. Orchestrates monthly and quarterly updates to assess progress towards goals. Identifies gaps, risks, and potential opportunities. Designs and executes adjustments and/or risk mitigation strategies, as needed. Guides and orchestrates the development of an integrated plan comprised of objectives, goals, and strategies. Manages collaboration with others to ensure understanding and alignment of strategies and evaluates new initiatives, as agreed upon. Owns and applies prioritization frameworks that inform resources (people, time, and money) allocation across teams for business-as-usual requests, as well as new opportunities. Oversees execution of strategic and high-level testing roadmaps across teams and facilitates sharing of learnings through in-person meetings and use of collaboration tools. Coordinates with internal and external sources to identify and communicate key market developments and assesses impact and implications to goals and strategies. Performs strategic planning and directs and coordinates development, maintenance, and planning of program systems. Provides strategic and innovative direction related to industry and technology trends and streamlines organizational processes. Qualifications Bachelor's degree and 8+ years of relevant experience. Proven experience using content management platforms such as Adobe Experience Manager (AEM), to support digital marketing initiatives and personalization strategies. Familiarity with AI-driven personalization strategies and personalization technologies, with a focus on enhancing consumer engagement and achieving enterprise KPIs. Demonstrated ability to set and execute a strategic vision, collaborating effectively with senior leadership and stakeholders to align on business objectives and marketing execution. Experience working with diverse teams, including marketing, solution architects, and digital product teams. Strong analytical skills to assess and optimize the performance of the Digital Value Library, ensuring that content is accurately configured and effectively supports personalization efforts to drive membership growth and engagement. Resourceful self-starter demonstrating initiative and problem-solving abilities. AARP will not sponsor an employment visa for this position at this time. Additional Requirements Regular and reliable job attendance Effective verbal and written communication skills Exhibit respect and understanding of others to maintain professional relationships Independent judgement in evaluation options to make sound decisions In office/open office environment with the ability to work effectively surrounded by moderate noise Hybrid Work Environment AARP observes Mondays and Fridays as remote workdays, except for essential functions. Remote work can only be done within the United States and its territories. Compensation and Benefits AARP offers a competitive compensation and benefits package including a 401(k); 100% company-funded pension plan; health, dental, and vision plans; life insurance; paid time off to include company and individual holidays, vacation, sick, caregiving, and parental leave; performance-based and peer-based recognition and tuition reimbursement. Equal Employment Opportunity AARP is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. AARP does not discriminate on the basis of race, ethnicity, religion, sex, color, national origin, age, sexual orientation, gender identity or expression, mental or physical disability, genetic information, veteran status, or on any other basis prohibited by applicable law.