Digital Campaign Strategy and Execution Leader

Introduction

At IBM, we believe that technology shapes the world. Our mission is to drive transformative change that enhances businesses, society, and the human experience. Our Marketing, Communications & Corporate Social Responsibility (MCC) team plays a crucial role in sharing this narrative. Join us to collaborate with innovative and passionate individuals in a culture that promotes openness, trust, and teamwork, where your ideas are valued and your personal growth is supported. Become part of a team that brings innovation to life.

Your Role and Responsibilities

We are looking for a skilled leader to manage end-to-end digital campaign orchestration and enhance our demand generation strategy. This role will connect digital channels such as web, email, and paid media, and make a significant impact on revenue growth and customer acquisition. We need a strategic thinker who can link business goals with technical execution, leveraging Adobe's marketing technology stack to deliver personalized, data-driven customer experiences that drive pipeline growth and revenue.

Key Responsibilities

• Implement demand generation strategies into actionable multi-channel customer journeys
• Design and execute comprehensive campaign orchestration across web, email, and paid media, in collaboration with the marketing automation and paid media teams
• Continuously optimize campaign performance through testing, measurement, and adaptability

Technical Platform Management

• Configure and manage customer journeys using Adobe Journey Optimizer
• Develop personalization and testing strategies using Adobe Target in partnership with the testing team
• Create and manage marketing automation workflows in Adobe Marketo
• Utilize Adobe Customer Journey Analytics to assess cross-channel attribution and campaign effectiveness
• Work with content and design teams to enhance omnichannel digital experiences

Campaign & Content Taxonomy

• Utilize standardized campaign taxonomy structures for consistent tracking and reporting
• Implement content taxonomy frameworks that enable effective personalization and content management
• Ensure proper tagging and categorization across all digital assets and campaigns

Data Analysis & Optimization

• Analyze customer behavior data to uncover optimization opportunities in the journey
• Conduct A/B and multivariate testing to enhance conversion rates and engagement
• Provide actionable insights and recommendations based on campaign performance data

Required Technical and Professional Expertise

Technical Expertise

• Experience with the Adobe Marketing Cloud suite, including:
• Adobe Journey Optimizer (journey design and orchestration)
• Adobe Target (personalization and testing)
• Adobe Marketo (marketing automation and lead management)
• Adobe Customer Journey Analytics (cross-channel analytics)
• Adobe AEM (content management and digital experience delivery)
• Proficiency in campaign and content taxonomy development and implementation
• Experience with marketing attribution models and cross-channel measurement

Strategic & Business Acumen

• Strong understanding of demand generation principles and B2B marketing funnels
• Knowledge of digital marketing strategies across web, email, and paid media channels
• Ability to translate business objectives into technical requirements and campaign strategies
• Understanding of customer lifecycle management and lead scoring methodologies
• Familiarity with marketing operations best practices and governance frameworks

Analytical Skills

• Strong analytical mindset with the ability to interpret complex data and generate actionable insights
• Experience with data visualization tools and marketing analytics platforms
• Proficiency in statistical analysis and A/B testing methodologies
• Capability to create comprehensive performance reports and present findings to stakeholders

Preferred Technical and Professional Experience

• Adobe Certified Expert credentials in relevant platforms
• Experience with additional martech tools (CRM systems, data management platforms, etc.)
• Knowledge of GDPR, CCPA, and other privacy regulations impacting digital marketing
• Previous experience in B2B SaaS or technology companies

IBM is dedicated to fostering a diverse environment and is proud to be an equal-opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, gender, gender identity or expression, sexual orientation, national origin, caste, genetics, pregnancy, disability, neurodivergence, age, veteran status, or other characteristics. IBM is also committed to compliance with all fair employment practices concerning citizenship and immigration status.