Optimization Lead – A/B Testing & Personalization Strategy

Hollstadt Overview

Hollstadt Consulting is a management and technology consulting firm dedicated to placing professionals at engagements where they will excel. When you work with us, you'll work with a refreshingly real company led and staffed by seasoned experts who are also down-to-earth, good people. We're committed to treating you with respect and helping you achieve your career aspirations.

Since 1990, Hollstadt has been a trusted partner to more than 150 domestic and global companies and has successfully completed over 3,000 projects. Our continued growth has created challenging and rewarding opportunities for accomplished IT and Business Consultants. Hollstadt Consulting is an equal opportunity employer including disability/veteran.

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Role: Optimization Lead - A/B Testing & Personalization Strategy

Location: Hybrid - Cottage Grove, MN

Start: ASAP

Contract Length: 6 months - potential to extend/convert.

Pay Rate: $55-$70/hour W2

Overview

We are looking for an Optimization Lead who can shape our end-to-end experimentation and personalization strategy across both web and email while also driving hands-on execution. This role combines roadmap leadership with day-to-day testing, personalization, and optimization work across Sitecore/XM Cloud and Salesforce Marketing Cloud (SFMC). You’ll design the vision, build the frameworks, manage the backlog, and ensure the delivery of high-impact tests and personalized experiences.

Key Responsibilities

A/B Testing Strategy & Execution (Web + Email)

• Own the cross-channel A/B and multivariate testing strategy across Sitecore XM Cloud (web) and Salesforce Marketing Cloud (email).
• Design and launch experiments for landing pages, components, content modules, email templates, journeys, subject lines, and CTAs.
• Define hypotheses, segmentation plans, KPIs, and significance thresholds for every experiment.
• Build and configure tests directly within Sitecore and SFMC, ensuring proper QA and measurement setup.
• Partner with developers on requirements for testing-friendly templates, components, and modular content.

Personalization & Platform Integration

• Lead personalization strategy leveraging Sitecore Personalize and SFMC Journey Builder.
• Identify when to use each platform for targeted experiences and how to shift capabilities between Sitecore and SFMC.
• Develop rules, segments, and dynamic experiences that drive meaningful lifts in conversion and engagement.
• Ensure seamless integration of A/B testing, personalization rules, analytics, and customer data.

Content & Component Optimization

• Evaluate and refactor ~100 Sitecore components for future-state XM Cloud compatibility and testing readiness.
• Prioritize and optimize a backlog of 400+ content pages in preparation for the upcoming site launch.
• Establish guidelines for component usage, modular content strategy, and test-friendly layouts.
• Coordinate with CX tools (e.g., Medallia) to ensure surveys and other integrations remain stable during optimization work.

Cross-Functional Collaboration

• Partner with marketing, email operations, development, design, analytics, and affiliate teams to align on journey mapping and test priorities.
• Provide strategic guidance on tool integrations, data flows, and operational impacts across platforms.
• Communicate testing insights and personalization recommendations to stakeholders across multiple teams.

Roadmap, Governance & Best Practices

• Build and maintain the enterprise A/B Testing and Personalization Roadmap across both web and email.
• Define operating models, documentation standards, and governance frameworks for experimentation and personalization.
• Identify resource and skill-set requirements to support ongoing optimization initiatives.
• Establish ongoing reporting cadences, dashboards, and insight-sharing mechanisms.

Qualifications

• Proven experience leading A/B testing and personalization programs across website and email ecosystems.
• Deep familiarity with customer journey optimization, segmentation strategies, and test-to-learn models.
• Hands-on proficiency with Sitecore Personalize, XM Cloud testing, and SFMC A/B testing + personalization.
• Strong analytical skills (Excel, SQL, Google Analytics, Adobe Analytics, Databricks, Tableau, etc.).
• Ability to translate data into clear, actionable recommendations.
• Experience working with large content repositories and component libraries.
• Understanding of HTML, CSS, and JavaScript for troubleshooting and collaboration with developers.
• Experience with content migrations, component refactoring, or CMS modernization initiatives.
• Excellent communication and stakeholder management skills.

Preferred Skills

• Salesforce Marketing Cloud automation and segmentation experience.
• Strong grounding in CRO methodologies and experiment prioritization frameworks.
• Familiarity with tag management and analytics implementation (e.g., GTM, Tealium).
• Experience working within distributed or affiliate-based operating models.
• Prior involvement in integrating third-party CX tools with testing/personalization strategies.
• Experience building dashboards or reporting frameworks for experimentation.

Ideal Candidate Profile

• Strategic thinker who can connect experimentation to business outcomes.
• Comfortable as both an architect and an executor—able to set the vision and execute the work.
• Highly collaborative and capable of driving alignment across technical and non-technical teams.
• Thrives in environments where both speed and accuracy matter.
• Organized, proactive, and able to manage large backlogs and multi-stream optimization efforts.