The primary activity is supporting the company’s transformation to be more data-driven in its customer marketing messaging. The overall goal is to drive strong customer engagement through relevant, personalized content in our digital marketing efforts. In this role, you will develop a deep understanding of who our customers are and how to meet their needs to help drive incremental direct business. You will achieve this through exploratory data mining to uncover new opportunities for personalization. You will assist Marketing Channel teams in successfully building custom data segments for testing targeted offers to consumers in the email channel based on your strategic recommendations. These recommendations will help align the right offer to the right audiences to drive incremental direct bookings. Additionally, you will help build, execute and optimize marketing strategies based on audience performance to align with business objectives and drive revenue growth. This individual will work in a cross-functional pod to execute high-performing marketing initiatives focused on customer personalization. As a member of this pod, you will assess business needs and develop a strategic recommendation for audience selection and testing for planned email marketing campaigns.