Product Owner

Role: Product Owner

Type: Contract

Location: Malmo, SE

Key responsibilities include:

• Define and communicate the product vision, strategy, roadmap, and success metrics for audience segmentation.
• Lead the end-to-end audience segmentation product, including reusable segment taxonomies, XDM schemas, identity strategies, and reliable data ingestion and activation processes.
• Build and maintain a prioritized product backlog, including user stories, acceptance criteria, features, and integrations.
• Collaborate with Marketing, CRM, Analytics, Data Engineering, Privacy, Legal, platform teams, and external technology partners.
• Design, configure, and validate XDM schemas, identity namespaces and identity graphs, segment definitions, and Query Service/SQL-based segmentation processes within AEP.
• Establish appropriate data governance, consent management, PII minimization, monitoring, and quality controls.
• Define test strategies and lead UAT to validate segment membership, inclusion/exclusion logic, identity stitching, and activation reliability.
• Drive product rollout and adoption through documentation, enablement sessions, governance processes, and segment naming conventions.
• Monitor and optimize segmentation performance using KPIs such as audience coverage, match rates, activation latency, and campaign impact.
• Enable marketing and analytics teams to create, validate, and activate audiences for personalization and campaign targeting.
• Continuously improve audience coverage, accuracy, usability, and governance.

Day-to-Day Responsibilities

• Define the vision, strategy, roadmap, and measurable outcomes for assigned products within a broader portfolio.
• Plan and organize product-related activities, including dependencies and cross-functional coordination.
• Manage scope, timelines, costs, risks, communication, quality, and changes.
• Lead and empower cross-functional teams to deliver maximum user value and measurable business impact.
• Build strong relationships with stakeholders and maintain effective communication across business and technology teams.

Requirements

Desired Knowledge, Experience, Competencies, and Skills

• Proven Product Owner experience, preferably with audience management, segmentation, Customer Data Platform (CDP), or marketing technology products.
• Hands-on experience with Adobe Experience Platform, including:
• XDM schema design
• Identity Service and identity management
• Segment Builder
• Query Service and SQL
• Audience activation to Adobe Target, Campaign, Journey Optimizer, or third-party endpoints
• Strong understanding of customer data architecture, including data ingestion pipelines, identity stitching, consent management, PII handling, and data governance.
• Strong stakeholder-management and communication skills.
• Experience working with marketing and analytics teams and leading UAT and product adoption initiatives.
• Strong understanding of product management practices, backlog prioritization, requirements definition, and agile delivery.

Desirable

• Experience operationalizing machine-learning-based audience segments, such as propensity and lookalike models.
• Experience partnering with data science teams to translate analytical models into production-ready audience segments.

1. Reusable audience segmentation framework: A scalable segmentation framework implemented in AEP, supported by well-documented XDM schemas, identity strategies, governance, and operating processes.
2. Production-ready audience activation: Validated segments successfully activated across relevant channel systems and adopted by marketing teams for personalization and campaign targeting.
3. Measurable business impact: Demonstrable improvements in targeting accuracy, audience match rates, campaign performance, or other agreed segmentation KPIs.