Manager, Digital Channels & MarTech

Role purpose

Digital channel strategy and product management

• Define a multi-year channel strategy with clear objectives and value cases aligned to customer experience, marketing, and commercial priorities.
• Own the roadmap for web, mobile apps, in-store screens, and portals; prioritize features by customer impact, feasibility, and ROI.
• Establish governance for intake, prioritization, and release planning; run quarterly planning and backlog refinement.
• Ensure interoperability and unified experiences across touchpoints through robust processes and shared design systems.
• Benchmark regional and global fuel retail leaders and incorporate emerging trends responsibly.
• Lead discovery-to-delivery work, including research, requirements, design, build, and testing, using agile practices.
• Drive UX research, journey mapping, and usability testing; translate findings into accessible, intuitive interfaces.
• Maintain design standards and component libraries, enforcing consistency and accessibility across digital assets.
• Use A/B and multivariate testing to optimize funnels, content, and micro-interactions.
• Embed app-store feedback, voice of customer, and analytics in retrospectives and release improvements.

MarTech, data, and performance

• Oversee CRM, campaign automation, CMS, analytics, and attribution; drive integration and data quality.
• Operationalize segmentation, personalization, and lifecycle journeys to improve acquisition, retention, and lifetime value.
• Partner with the digital division on data privacy, consent management, and cyber controls across MarTech platforms.
• Scale marketing operations through templates, playbooks, and automation to reduce time-to-market and rework.
• Evaluate and onboard AI assistants, content automation, and CDP innovations with controls and success metrics.
• Define KPI frameworks for traffic, engagement, conversion, feature adoption, and stability, and establish reporting cadences.
• Use analytics and attribution to diagnose journeys and prioritize fixes based on quantified impact.
• Maintain senior-management dashboards with a single source of truth and transparent data definitions.
• Run monthly performance reviews and initiate corrective actions and growth experiments tied to objectives.
• Collaborate on ethical data monetization in line with policy and customer trust.

Governance, reliability, and compliance

• Manage agency and vendor relationships, SLAs, deliverables, and continuous-improvement targets.
• Align plans with Marketing, CX, Digital, Retail Operations, and Finance; resolve dependencies proactively.
• Oversee platform, license, and initiative budgets; ensure value realization and variance control.
• Negotiate contracts and renewals to optimize total cost of ownership and mitigate risk.
• Represent digital channels in committees and forums, providing updates on risks, issues, and decisions.
• Ensure uptime, scalability, and performance through monitoring and incident management.
• Enforce secure-by-design principles, assessments, and remediation plans with the Digital division.
• Maintain change and release controls; minimize customer disruption with staged rollouts and feature flags.
• Comply with ADNOC Code of Practices, data privacy laws, and accessibility standards.
• Conduct post-incident reviews and implement preventive actions and knowledge sharing.

Qualifications and experience

• Bachelor’s degree in marketing, business, computer science, or a related discipline.
• 12 years of experience in digital channels/product management and Martech, including cross-functional team leadership.
• Proven delivery of large-scale web/app programs, personalization, and analytics-driven growth.
• Hands-on experience with CRM, automation, CMS, analytics/attribution, and platform migration or re-platforming.
• Experience with product strategy, agile delivery, UX research/design systems, and experimentation.
• Knowledge of MarTech architecture, data governance, and consent management.
• Experience with KPI frameworks, funnel/feature analytics, executive reporting, vendor management, budgeting, and contract negotiations.
• Strong communication, stakeholder influence, and change leadership.