London, United Kingdom
Internship Explorer
Internship Explorer
The role We’re hiring a 10-week intern to support Adobe Real-Time CDP (RT-CDP) projects with a focus on designing and operationalizing a persona definition & management data model that strengthens our Account-Based Marketing (ABM) planning, targeting, and measurement. You’ll translate ABM needs (ICP, buying committee roles, intent signals, engagement stages) into a structured, governed approach for persona creation, maintenance, and activation in CDP. Model: UK manager of record Focus: A clearly scoped summer project with defined milestones and a final deliverable. What You’ll Work On This internship is built around a defined project with clear milestones and a final deliverable. By the end of the programme, you will have contributed to: 1. ABM Persona Data Model Blueprint - A clear logical model for persona objects (e.g., persona, account, contact, buying role, intent/interest areas, engagement stage) and how they relate (account ↔ people ↔ personas). 2. Persona Definition & Governance Pack - Standard persona templates (required fields, naming conventions, inclusion/exclusion rules, owner, versioning, effective dates) plus an approval/change process. 3. Signal-to-Persona Mapping - Mapping of CDP attributes/events to persona qualification signals (e.g., job function, seniority, product interest, web behaviour, content engagement, form fills, event attendance). Track A — ABM & Persona Discovery (Weeks 1–2) - Align with ABM stakeholders on ICP tiers, target account strategy, and priority campaigns. - Define required persona types (e.g., Decision Maker, Champion, Influencer, Practitioner) and buying committee coverage expectations. - Inventory existing segments, personas, and data sources feeding RT-CDP. Track B — Data Model Design (Weeks 2–5) - Design how personas will be represented and maintained (including metadata like confidence, recency, and lifecycle status). - Define relationships needed for ABM: account-level attributes + person-level attributes + role within account. - Establish controlled vocabularies (persona names, role categories, intent topics, stage definitions). Track C — Persona Qualification Logic & Signal Mapping (Weeks 4–8) - Map CDP profile attributes and behavioural events to persona rules and thresholds. - Identify gaps (missing fields, inconsistent values, identity/account matching constraints) and propose remediation options. - Draft test cases for edge conditions (multi-role contacts, conflicting signals, sparse engagement).
