The smallest set of roles an Adobe Target program needs, and the meeting cadence that keeps them aligned. Tested teams can be three people — just make sure every role has an owner.
Business — owns the why.
Responsibilities: Promotes a testing culture, sets program-level priorities through steering committees, and removes organisational blockers. Held accountable for the program's business outcomes, not the details of individual activities.
When involved: Strategy phase + Quarterly steering committee.
Business — owns the activity portfolio.
Responsibilities: Creates optimisation plans with clear objectives and success criteria. Works closely with analysts so each activity is measurable, and prioritises based on potential value, not preference.
When involved: Strategy → Prioritise → Design → Build → Analyse.
Business — owns the data.
Responsibilities: Pre-test research, post-test analysis, data-driven ideation, segment analysis. Owns the integrity of measurement and the interpretation of results.
When involved: Strategy (for ideation) → Run (for monitoring) → Analyse (for results).
Business — owns the roadmap.
Responsibilities: Owns the program's use cases and roadmap, executes the optimisation and personalisation strategy, and aligns the executive sponsor with the operating team.
When involved: All phases — they're the connective tissue.
Technical — owns implementation and quality.
Responsibilities: Builds activities in Adobe Target (JS/HTML/CSS), handles integrations with Adobe and third-party tools, and runs QA across devices, browsers, and audiences.
When involved: Design → Build → Run (for monitoring).
Technical — owns the experience.
Responsibilities: Creates the alternative designs, copy, and assets that variants are made of. Ensures variants meet brand guidelines and align with the test hypothesis.
When involved: Design → Build (for asset hand-off).
Operating tempo for the active portfolio.
Attendees: Strategist, Analyst, Product, UX/UI, Developers.
What's discussed: Updates on running activities, alignment on new initiatives, issues encountered, changes or iterations, cumulative learnings, open tasks. The default unit of work-tracking.
Cross-stream pattern-matching.
Attendees: Optimisation team leaders, Analyst, Adobe Optimisation Lead.
What's discussed: Activity highlights across markets or business units, ROI realised per stream, recurring challenges, lessons that should propagate, focus for the next month.
Program-level governance and direction.
Attendees: Executive Sponsor, optimisation leaders, IT Sponsor, Adobe Optimisation Lead.
What's discussed: Program performance review, quantified ROI impact, quarterly achievements and challenges, and the optimisation roadmap for the next quarter.