Sr Advisor, AARPx (Experience) Value Delivery

The Sr. Advisor, AARPx Value Delivery role will be responsible for designing, engineering, interpreting, and governing a centralized, crucial member experience data model that can predict, advise, and enact appropriate, triggered actions for individual member persona tracks. A keen understanding of “Machine Learning” and predictive data modeling is key to the success of this role. The Sr. Advisor, AARPx Value Delivery responsibilities:

• Lead a program that will tie together and govern individual AARP member and member action data from across the organization in order to deliver appropriate, targeted, and sequenced content to the member based on their perceived interests.
• Interact with AARP business units to understand, document, and utilize all relevant and accessible experience data points, correlations, and corresponding definitions.
• Determine and track what key action thresholds and  ‘moment of truth trigger points’ within our current and historical data sets are needed to build a predictive model that can identify patterns of future engagement and place an individual on an appropriate ‘persona journey’.
• Develop and maintain an AARPx data dashboard set of key member data trigger points and outcomes used to manage our centralized, predictive engine capabilities.
• Provide ongoing analysis of how new and existing members are consuming our content, products, and services to continually hone specific member experience journeys.
• Provide consultative analysis and predictive data recommendations surrounding member renewals to a team of “Journey Managers” focused on the first year digital experiences of specific AARP member segments, allowing them to deliver new and realized value through focused content and service programming.
• Have an understanding of cognitive computing, text analytics, and machine learning best practices in order to design and implement a best-in-class, predictive, and automated experience AI model.
• Understanding of what industry “predictive AI” technologies are needed in order to build and operationalize a best-in-class predictive analytics modeling engine that can identify patterns and automate sequenced persona journey triggers.
• Engineer dynamic segmentation models of AARP members based on specific life stages, behaviors, and recognized topic preferences that can be aligned to unique AARP experience journeys.
• Perform gap analysis of AARP’s current technology infrastructure capabilities against what may be needed in order to build a ‘best-in-class’ predictive engine and operations at scale.
• Ensure proper data integrity, reporting definitions, and consistent data object references are constructed, maintained, and continually communicated.
• Using multiple data sets and balanced scorecard measurements including NPS, Member Lifetime Value, Member Value Indexing, etc., define an operational model to track and grow members based on their value exchanges and understanding of AARP.
• Utilize recognized consumer ‘trigger points’ of value within AARPx consumer experience journeys to fully demonstrate what potential curated content or activity is needed to move a consumer into deeper engagement with AARP.
• Develop a tracking capability to harness our top-level, priority journey stages, where our members fall within each stage, and what curated triggers are needed to uplift members to a higher engagement level.
• Understand and develop operational tracking for top AARP products and services, understanding the complete Member Value Index for our top products and services by correlating member lifetime value to incremental, categorical value engagement levels.