Background

Are you passionate about driving marketing personalization through data and platforms? We are seeking a Digital Product Owner — Marketing Audience Management to lead the development, configuration and rollout of audience segmentation in Adobe Experience Platform (AEP).

This role will translate marketing goals into production-ready audience models and enable activation across channels in collaboration with our Commercial Marketing teams

Lead the end-to-end audience segmentation product: design reusable segment taxonomies, define XDM schemas and identity strategies, and ensure reliable data ingestion and activation paths.

The scope of the consultant’s assignment:

• Empower marketing and analytics teams to create, validate and activate segments for personalization and campaign targeting.

• Continuously improve segment coverage, accuracy and governance.
  Define and communicate the product vision and success metrics for audience segmentation in AEP.

• Build and maintain a prioritized backlog of segmentation features and integrations; write user stories and acceptance criteria; work closely with Data Engineering and platform teams to deliver.

• Collaborate with Marketing, CRM, Analytics, Privacy & Legal, and external Adobe partners to ensure segments are usable, compliant and deliverable to downstream systems.

• Design, configure and validate XDM schemas, identity namespaces/graph, segment definitions, and Query Service / segmentation pipelines within AEP.

• Establish data governance, consent handling, PII minimization and monitoring to ensure segments are built from trusted data sources.

• Define test plans and lead UAT to validate segment membership, inclusions/exclusions, identity stitching and activation reliability.

• Drive rollout activities: create documentation, run enablement sessions for marketing users, and set up governance and naming conventions for segments.

• Measure and optimize: define KPIs for segment performance (coverage, match-rate, activation latency) and monitor impact on campaign outcomes

Day-to-day tasks

• Set the vision, strategy and metrics to deliver assigned complex products within a larger portfolio

• Plan and organise the work related to the assigned products in the portfolio, including managing dependencies.

• Manage time, cost, scope, risk, communication, quality and change.

• Lead and empower teams to deliver maximum value to the user with measurable impact while building trust across IKEA

Requirements:

Desired knowledge, experience, competence, skills etc

• Proven Product Owner experience (5+ years) with responsibility for audience, segmentation or CDP products in a marketing context.

• Hands-on experience with Adobe Experience Platform: XDM schema design, Identity, Segment Builder, Query Service/SQL, and audience activation to Adobe Target, Campaign, Journey Optimizer or third-party endpoints.

• Solid understanding of customer data architecture: ingestion pipelines, identity stitching, consent/PII handling and data governance.

• Strong stakeholder management, excellent communication, and experience running UAT and adoption programs with marketing teams.

Desirable

Experience operationalizing machine-learning segments (propensity, lookalike) and partnering with data science teams.

What 3 things from the box above are most important?

• A reusable audience segmentation framework implemented in AEP with documented XDM schemas, identity approach and governance

• Validated, production-ready segments successfully activated to channel systems and adopted by marketing teams.

• Measured improvements in targeting accuracy, match rates or campaign performance attributable to new segments.

LOCATION                     – Malmo/Remote ( 284684)

Hybrid working model    – on site 3 days per week

LANGUAGES                 – English

START DATE                  –  21 September 2026

DURATION                     –  28 Feb 2027 ( option to extend )