Today, creating digital experiences goes beyond simply building a website. You've also got to be able to analyze data to find actionable insights.
You must also know how to tell a story that will capture the attention of a user who's just browsing, and turn him into something more active.
You must understand the art, science and mechanics that go into implementing successful personalization on a website. Have experience integrating technologies to deliver a fully realized lead-generating and lead-nurturing experience.
And realize that optimization comes through trial and error, and lots of data and insights.