Product Owner - Marketing Audience Management Lead

Location: Malmö, Sweden (3 days per week onsite) with business travel required as part of the role. Travel expenses and accommodation will be covered by the client
Availability: ASAP / within 1 month
Rate: 140 - 160 PLN/h + VAT 

About the Role:

We are seeking a Digital Product Owner – Marketing Audience Management to lead the development, configuration and rollout of audience segmentation in Adobe Experience Platform.
This role will translate marketing goals into production-ready audience models and enable activation across channels in collaboration with Commercial Marketing teams.

Responsibilities:

• Define and communicate the product vision and success metrics for audience segmentation in Adobe Experience Platform

• Lead the end-to-end audience segmentation product, including reusable segment taxonomies, XDM schemas, identity strategies, data ingestion and activation paths

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

• Continuously improve segment coverage, accuracy and governance

• 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 segmentation capabilities and integrations

• 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 and graphs, segment definitions, and Query Service and segmentation pipelines within Adobe Experience Platform

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

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

• Drive rollout activities, including documentation, enablement sessions for marketing users, governance processes and naming conventions

• Define KPIs for segment performance, including coverage, match rate and activation latency, and monitor the impact on campaign outcomes

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

• Plan and organize work related to assigned products, including dependency management

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

• Lead and empower teams to deliver maximum value to users with measurable impact

Requirements:

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

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

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

• Strong stakeholder management and communication skills

• Experience running UAT and adoption programs with marketing teams

Nice to Have:

• Experience operationalizing machine learning-based segments, including propensity and lookalike models

• Experience partnering with Data Science teams

Success Measures:

• A reusable audience segmentation framework implemented in Adobe Experience Platform 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

What We Offer:

• Multisport card

• Private healthcare

• Group life insurance