Associate Director - Omni-channel Decisioning & Automation

Associate Director - Omni-Channel Decisioning and Automation

The Associate Director for Omni-Channel Decisioning and Automation will lead the development and execution of advanced decisioning frameworks and automation technologies to optimize customer engagement across all channels. This role is central to driving personalized customer experiences, enhancing campaign effectiveness, and delivering measurable business outcomes by leveraging data-driven insights and cutting-edge tools.

This role will provide YOU the opportunity to lead key activities to progress YOUR career, these responsibilities include some of the following

Key Responsibilities:

Strategic Leadership

• Develop and execute a roadmap for omni-channel decisioning and automation aligned with organizational goals.

• Implement the omni-channel decisioning and automation strategy to enhance customer engagement and drive business growth.

• Lead cross-functional teams to design, build, and deploy advanced decisioning and automation solutions across multiple channels (e.g., digital, mobile, call center, in-store).

• Lead the integration of decisioning engines with marketing platforms to enable real-time, data-driven decision-making.

• Collaborate with stakeholders across marketing, sales, and IT to ensure cohesive and effective implementation of omni-channel strategies.

Technology and Innovation

• Oversee the deployment of decisioning tools and automation platforms (e.g., Pega, Adobe Experience Cloud, Salesforce).

• Also, lead the integration of automation technologies like AI and machine learning, to streamline marketing and operational processes.

• Drive the integration of AI/ML models into decisioning frameworks to enhance personalization and predict customer needs.

• Evaluate and recommend emerging technologies to maintain competitive advantage in customer engagement.

Operational Excellence

• Streamline workflows by automating repetitive tasks and optimizing omni-channel campaign delivery processes.

• Define and implement best practices for campaign testing, optimization, and reporting.

• Identify and address gaps in the customer journey, leveraging automation to improve efficiency and customer satisfaction.

• Ensure system scalability and adaptability to evolving business requirements and market conditions.

Team Management and Collaboration

• Lead and mentor a cross-functional team of marketing technologists, data analysts, and decisioning experts.

• Partner with regional and global teams to ensure alignment and adoption of centralized decisioning strategies.

• Act as the primary liaison between business and technical teams to facilitate seamless communication and execution.

• Provide leadership and mentorship to team members, fostering a culture of innovation and continuous improvement.

Performance Measurement

• Define KPIs for decisioning and automation initiatives and monitor their impact on customer engagement, retention, and ROI.

• Monitor and analyze key performance indicators (KPIs) to measure the effectiveness of decisioning and automation efforts.

• Prepare and present reports and insights to senior management, highlighting the impact of omni-channel decisioning and automation initiatives.

Qualifications:

• Bachelor s degree in marketing, Business Administration, Data Science, or a related field. Master s degree preferred.

• Total 15+ Years of exp out of which minimum of 8-10 years of experience in omni-channel marketing, data analytics, or automation, with at least 5 years in a leadership role.

• Strong understanding of omni-channel marketing strategies and customer journey mapping.

• Proficiency in data analytics tools and platforms (e.g., SQL, Python, R, Tableau).

• Experience with marketing automation platforms (e.g., Salesforce Marketing Cloud, Adobe Experience Cloud).

• Knowledge of AI and machine learning applications in marketing and business operations.

• Excellent analytical, problem-solving, and decision-making skills.

• Strong communication and interpersonal skills, with the ability to collaborate effectively across departments.

• Proven track record of driving successful omni-channel initiatives and delivering measurable results.

• Ability to work in a fast-paced, dynamic environment and manage multiple projects simultaneously.

Required Skills and Experience:

• Preferred Qualifications: Experience in the pharmaceutical, finance or technology sector.

• Certifications in relevant data management or cloud technologies (e.g., AWS Certified Data Analytics, Google Professional Data Engineer).

• Understanding of regulatory requirements and data privacy laws related to marketing and customer data.

• Marketing Orchestration Expertise: 5+ years of experience in marketing orchestration, preferably with hands-on experience using marketing automation platforms (e.g., Salesforce Marketing Cloud, Adobe Campaign, Braze, Marketo, etc.) and leveraging customer data for personalized, cross-channel campaigns.

• Customer Journey Mapping: Experience mapping and optimizing customer journeys, developing personalized content strategies, and leveraging data for improved targeting and campaign execution.

• Data-Driven Decision Making: Strong analytical skills with the ability to leverage customer insights and data to guide product development and marketing strategies.

• Agile Product Management: Familiarity with Agile methodologies (Scrum, Kanban) and tools like Jira and Confluence to manage product backlogs, prioritize features, and drive cross-functional execution.

• Strong Communication Skills: Excellent verbal and written communication skills, with the ability to engage stakeholders at all levels, including marketing teams, data teams, and senior leadership.

At GSK we value diversity (Gender, LGBTQ +, PwD etc.) and treat all candidates equally. We aim to create an inclusive workplace where all employees feel engaged, supportive of one another, and know their work makes an important contribution.

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Why GSK

Uniting science, technology and talent to get ahead of disease together.

GSK is a global biopharma company with a special purpose - to unite science, technology and talent to get ahead of disease together - so we can positively impact the health of billions of people and deliver stronger, more sustainable shareholder returns - as an organisation where people can thrive. We prevent and treat disease with vaccines, specialty and general medicines. We focus on the science of the immune system and the use of new platform and data technologies, investing in four core therapeutic areas (infectious diseases, HIV, respiratory/ immunology and oncology).

Our success absolutely depends on our people. While getting ahead of disease together is about our ambition for patients and shareholders, it s also about making GSK a place where people can thrive. We want GSK to be a place where people feel inspired, encouraged and challenged to be the best they can be. A place where they can be themselves - feeling welcome, valued, and included. Where they can keep growing and look after their wellbeing. So, if you share our ambition, join us at this exciting moment in our journey to get Ahead Together.

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