Web Campaign Execution & Journey Orchestration Leader

Introduction At IBM, we believe technology shapes the world. We're a catalyst for that innovation. We're driving change that improves businesses, society, and the human experience. Our Marketing, Communications & Corporate Social Responsibility (MCC) team tells this story. We shape IBM's brand, capture attention in the market, and share our perspective with clients, partners, the media, and fellow IBMers. On our team, you'll work with bright, collaborative minds who bring passion and creativity to everything they do. You'll be part of a culture built on openness, trust, and teamwork. Where your ideas matter and your growth is supported. Join us, and help bring innovation to life. Your role and responsibilities Web Campaign Execution & Journey Orchestration LeaderPosition OverviewWe are seeking an experienced end-to-end digital campaign orchestration leader to execute our demand generation strategy connecting digital channels including web, email, and paid media, while directly impacting revenue growth and customer acquisition. This role requires a strategic thinker who can bridge the gap between business objectives and technical execution, leveraging Adobe's marketing technology stack to deliver personalized, data-driven customer experiences that drive pipeline growth and revenue.Key ResponsibilitiesStrategy Implementation & Execution Translate demand generation strategies into actionable, multi-channel customer journeys Design and implement sophisticated campaign orchestration across web, email, and paid media touchpoints, in partnership with the marketing automation and paid media teams Optimize campaign performance through continuous testing, measurement, and refinementTechnical Platform Management Configure and manage customer journeys using Adobe Journey Optimizer Design personalization and testing strategies through Adobe Target and implement in partnership with the testing team. Create and manage marketing automation workflows in Adobe Marketo Leverage Adobe Customer Journey Analytics to measure cross-channel attribution and campaign effectiveness Collaborate with content and design teams to optimize omnichannel digital experiencesCampaign & Content Taxonomy Use standardized campaign taxonomy structures for consistent tracking and reporting Leverage content taxonomy frameworks that enable effective personalization and content governance Ensure proper tagging and categorization across all digital assets and campaignsData Analysis & Optimization Analyze customer behavior data to identify journey optimization opportunities Conduct A/B and multivariate testing to improve conversion rates and engagement Provide actionable insights and recommendations based on campaign performance data Required technical and professional expertise Technical Expertise Experience with Adobe Marketing Cloud suite, specifically: 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 measurementStrategic & Business Acumen Deep understanding of demand generation principles and B2B marketing funnels Knowledge of digital marketing strategy across web, email, and paid media channels Experience translating 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 frameworksAnalytical Skills Strong analytical mindset with ability to interpret complex data and derive actionable insights Experience with data visualization tools and marketing analytics platforms Proficiency in statistical analysis and A/B testing methodologies Ability 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 affecting digital marketing Previous experience in B2B SaaS or technology companiesIBM is committed to creating 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 regarding citizenship and immigration status.

Created: 2026-04-13