Senior Product Manager, Consumer Acquisition and Personalization

About the role Senior Product Manager, Consumer Acquisition and Personalization will drive growth by acquiring new consumers efficiently and delivering personalized, high-impact experiences across digital touchpoints. This role sits at the intersection of growth marketing, product, data, and technology, owning the end-to-end strategy for scaling acquisition while increasing engagement, conversion, and lifetime value through personalization. The ideal candidate blends analytical rigor with customer empathy, understands experimentation and audience strategy, and translates data into actionable experiences across channels. They are also well versed in utilizing AI to identify, acquire, engage, and retain consumers, while building experimentation and personalization capabilities that continuously optimize performance and customer relevance. Responsibilities Own end-to-end acquisition capabilities as product features, not campaigns, and optimize full-funnel performance using predictive modeling, audience scoring, and AI-assisted optimization. Partner with Product, Engineering, and Data Science to design, build, and scale durable AI systems that improve CAC, ROAS, activation, and conversion rates. Manage agency and platform relationships as needed. Define and scale a personalization vision across web, mobile, lifecycle, and in-product experiences. Leverage first-party data, predictive signals, and segmentation to deliver individualized experiences in real time. Influence technical architecture to support real-time signals, event-driven decisions, and continuous learning loops. Evaluate and operationalize personalization and experimentation tools (CDPs, experimentation platforms, AI/ML solutions). Deliver AI outputs at scale, including predictive intent, propensity, and value modeling; GenAI-assisted content, messaging, and experience generation; recommendation engines and next-best-experience systems; and real-time context-aware personalization. Ensure experiences are consistent, ethical, privacy-safe, and aligned with brand standards. Embed experimentation directly into AI-powered product flows to drive continuous improvement. Required qualifications 5+ years of experience in consumer growth, acquisition, personalization, or digital product growth. Strong understanding of digital marketing channels, customer journeys, and growth funnels. Demonstrated experience applying AI or advanced analytics to marketing or product growth problems. Hands-on experience with personalization, experimentation, or optimization platforms. Deep comfort with data: analytics, dashboards, and performance measurement. Proven ability to work cross-functionally and influence without authority. Excellent communication and storytelling skills. Preferred qualifications Experience with CDPs, experimentation platforms, AI personalization engines, or recommendation systems. Background in subscription, marketplace, or scaled consumer platforms. Familiarity with AI-driven personalization or recommendation systems. Prior people leadership at scale. Success looks like Improved acquisition efficiency and scalable growth. Measurable lift from AI-driven personalization and decisioning. Faster insight-to-action cycles through experimentation and automation. Strong cross-functional alignment and executive confidence in acquisition and personalization strategy. A team and organization that increasingly relies on intelligent systems, not just intuition. Compensation Hiring Range: $151,200.00–$189,000.00 annually. Incentive potential may include an annual incentive plan, sales incentive, or commission; details provided during recruiting. Equal Opportunity Employer We value a diverse, inclusive workforce and provide equal employment opportunity for all applicants. All qualified applicants will be considered without regard to race, color, sex, gender identity, sexual orientation, religion, age, national origin, disability, or any other protected characteristic. VF will provide reasonable accommodations for qualified individuals as required by law. #J-18808-Ljbffr Vans