Personalization Lead-Data&Digital Marketing

Vodafone vodafone.com Open · verified Sep 17, 2026

Istanbul Senior Digital Marketing

Senior Digital Marketing role at Vodafone. Istanbul.

Role brief

Growth Roles summary, based on the employer's posting.

What you'll do

Set the personalization direction for Vodafone.com.tr and the Yanımda App, then guide execution across owned channels
Turn business needs into scalable use cases, customer journeys, and experiment ideas with business owners
Build and activate audiences through CDP and analytics data, using insights to find valuable opportunities
Own Adobe Target operations, including setup, integrations, decisioning, and consistent Martech governance
Work with product, marketing, analytics, UX, technology, IT, vendors, and Group teams to scale solutions

What you bring

You communicate effectively in spoken and written English and align business, product, and technology stakeholders
You bring A/B testing, experimentation, and conversion optimization experience with tools such as Adobe Target or Insider
You understand Martech tools including Adobe Analytics, Google Analytics, CDP, Adobe Target, and SEO
You work confidently with data and use analysis to guide decisions about customer behavior and digital journeys
You bring hands-on digital product, personalization, or journey optimization experience, or a strong interest in these areas

Who this fits

You’ll suit a proactive, analytical person who enjoys understanding customer behavior and turning insights into digital experiences. The role is based in Istanbul, Türkiye, and involves close collaboration with agile squads and teams across the business. The listing does not state travel, visa, or time-zone requirements.

From the employer

Join Us

At Vodafone, we’re not just shaping the future of connectivity for our customers – we’re shaping the future for everyone who joins our team. When you work with us, you’re part of a global mission to connect people, solve complex challenges, and create a sustainable and more inclusive world. If you want to grow your career whilst finding the perfect balance between work and life, Vodafone offers the opportunities to help you belong and make a real impact.

What you’ll do

Personalization Lead defines the overall personalization strategy across our owned digital assets (vodafone.com.tr and Yanımda App) and ensures its successful execution. The role owns Adobe Target and CDP, the company's core personalization platforms, and drives their effective adoption across squads. Personalization Lead defines audience and segmentation strategies, designs data-driven personalization use cases, and partners with product, marketing, analytics, UX, and technology teams to deliver relevant customer experiences. The role collaborates closely with IT, vendors, and Group companies to continuously enhance personalization capabilities, align with global initiatives and best practices, and enable scalable, data-driven experiences that improve customer engagement and business performance.

• Understand business priorities, challenges, and opportunities to define and drive the personalization strategy for My Vodafone App and Vodafone.com.tr, leveraging Martech ecosystem capabilities
• Collaborate with multiple business owners to translate business needs into scalable personalization use cases, journeys, and test hypotheses
• Communicate results, insights, and learnings from activities, including A/B tests and AI-driven optimizations, and highlight the overall business impact of personalization
• Develop strategies for effective audience creation and activation using CDP and analytics data to uncover high-value personalization opportunities
• Act as the main point of contact for personalization tools such as Adobe Target, with deep technical knowledge of setup, integrations, and decisioning capabilities
• Ensure that global and local Martech governance standards (e.g., naming conventions, activity structure, prioritization) are consistently applied
• Use data and analytics tools (e.g., Adobe Analytics) to analyze user behavior, identify friction points, and optimize digital journeys through data-driven decisions
• Understand and leverage digital and Martech technologies (e.g., HTML, JavaScript, tagging, AI/ML models, cloud-based architectures) for advanced personalization setups
• Work in agile squads in close collaboration with frontend/backend developers, UX/UI designers, and data teams to implement and scale personalization solutions

Who you are

• Good communication skills in English, both written and spoken
• Able to balance and align the needs of multiple stakeholders across business, product, and technology teams
• Curious and motivated to understand customer behavior and translate insights into impactful digital experiences
• Experienced in A/B testing, experimentation, and conversion optimization (e.g., Adobe Target, Insider)
• Familiar with Martech ecosystem tools (e.g., Adobe Analytics, Google Analytics, CDP, Adobe Target, SEO) and eager to deepen expertise
• Comfortable working with data, with a strong analytical mindset and ability to make data-driven decisions
• Hands-on experience or strong interest in digital products, personalization, and customer journey optimization
• Results-oriented with strong ownership, planning, and prioritization skills
• Insight-driven, proactive, and capable of thinking beyond standard approaches to solve problems

Not a perfect fit?

Worried that you don’t meet all the desired criteria exactly? At Vodafone we are passionate about empowering people and creating a workplace where everyone can thrive, whatever their personal or professional background. If you’re excited about this role but your experience doesn’t align exactly with every part of the job description, we encourage you to still apply as you may be the right candidate for this role or another opportunity.

What's in it for you

We like to keep them flexible:

• Vflexy: Flexible Benefits Program
• Hybrid working kit
• Ergonomic kit allowance
• Digital meal voucher
• Flexible transportation allowance.
• Employee assistance hotline & counselling
• Comprehensive and flexible private health insurance
• Discounted price deals for wide range of products & services

Plus, plenty more to enjoy!If you want to know more about us and what we do, then visit our website: www.vodafone.com.tr

https://www.vodafone.com.tr/insan-kaynaklari

Instagram: https://www.instagram.com/vodafonekariyer/

Youtube: https://www.youtube.com/user/VFTurkiye

Data Privacy
By applying for this job, you accept the Vodafone Privacy Policy. Please visit Privacy Policy web page at https://careers.vodafone.com/privacy-policy/turkey/ for further details.

Who we are

We are a leading international Telco, serving millions of customers. At Vodafone, we believe that connectivity is a force for good. If we use it for the things that really matter, it can improve people's lives and the world around us. Through our technology we empower people, connecting everyone regardless of who they are or where they live and we protect the planet, whilst helping our customers do the same.

Belonging at Vodafone isn't a concept; it's lived, breathed, and cultivated through everything we do. You'll be part of a global and diverse community, with many different minds, abilities, backgrounds and cultures. ;We're committed to increase diversity, ensure equal representation, and make Vodafone a place everyone feels safe, valued and included.

If you require any reasonable adjustments or have an accessibility request as part of your recruitment journey, for example, extended time or breaks in between online assessments, please refer to https://careers.vodafone.com/application-adjustments/ for guidance.

Together we can.