Manager, Digital Channels & MarTech

JOB PURPOSE:

The Manager, Digital Channels & MarTech is responsible for leading the strategic direction, development, and optimization of ADNOC Distribution’s digital customer channels and marketing technology initiatives. This role focuses on enhancing customer engagement, digital experience, and marketing effectiveness across web, mobile, and in-store platforms. The Manager collaborates closely with the dedicated digital technology team for technical implementation, ensuring all digital and Martech activities aligning with business objectives, customer needs, and corporate strategy.

KEY ACCOUNTABILITIES:

Digital Channels Strategy & Roadmap

• Define a multi-year digital channels strategy aligned to customer experience, marketing, and commercial priorities, with clear objectives and value cases.
• Own the product roadmap for web, mobile app, 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 cadences.
• Ensure platform interoperability and a unified experience across touchpoints through robust processes and shared design systems.
• Benchmark against regional/global fuel retail leaders; incorporate emerging trends into the roadmap responsibly.

Product Management & Experience Design (UX/UI)

• Lead the discovery-to-delivery lifecycle (research, requirements, design, build, test) with agile practices.
• Drive UX research, journey mapping, and usability testing; convert insights into accessible, intuitive interfaces.
• Maintain design standards and component libraries; enforce consistency and accessibility across all digital assets.
• Implement experimentation (A/B, multivariate) to optimize funnels, content, and micro-interactions at scale.
• Embed customer feedback loops (app stores, VOC, analytics) into sprint retrospectives and release improvements.

Martech & Automation Enablement

• Oversee the Martech stack (CRM, campaign automation, CMS, analytics/attribution), drive integration and data quality.
• Operationalize segmentation, personalization, and lifecycle journeys to improve acquisition, retention, and lifetime value.
• Partner with digital division to ensure data privacy, consent management, and cyber controls across Martech platforms.
• Scale marketing operations through templates, playbooks, and automation; reduce time-to-market and rework.
• Evaluate and onboard innovations (AI assistants, content automation, CDP) with clear controls and success metrics.

Data, Analytics & Performance Management

• Define KPI frameworks (traffic, engagement, conversion, feature adoption, stability) and reporting cadences.
• Use analytics and attribution to diagnose journeys; prioritize fixes and enhancements based on quantified impact.
• Maintain dashboards for senior management; ensure single-source-of-truth and transparent data definitions.
• Run monthly performance reviews; trigger corrective actions and growth experiments tied to objectives.
• Collaborate on data monetization opportunities ethically, in line with policy and customer trust.

Stakeholder, Vendor & Budget Governance

• Manage agency and vendor relationships; set SLAs, deliverables, and continuous-improvement targets.
• Align plans with Marketing, CX, Digital, Retail Operations, and Finance; resolve dependencies proactively.
• Oversee budgets for platforms, licenses, and initiatives; ensure value realization and variance control.
• Negotiate contracts and renewals; drive optimal total cost of ownership and risk mitigation.
• Represent digital channels in committees/forums; provide clear updates on risks, issues, and decisions.

Platform Reliability, Security & Compliance

• Ensure uptime, scalability, and performance through monitoring and incident management.
• Enforce secure-by-design principles, regular assessments, and remediation plans with Digital division.
• Maintain change/release controls; minimize customer disruption with staged rollouts and feature flags.
• Comply with ADNOC Code of Practices, data privacy laws, and accessibility standards across channels.
• Conduct post-incident reviews; implement preventive actions and knowledge sharing.

QUALIFICATIONS, EXPERIENCE, KNOWLEDGE & SKILLS:

Minimum Qualification

• Bachelor’s degree in marketing, Business, Computer Science, or related discipline.

Minimum Experience & Knowledge & Skills

• 12 years of experience in digital channels/product management and Martech, including leading cross-functional teams.
• Proven delivery of large-scale web/app programs, personalization, and analytics-driven growth.
• Hands-on with CRM, automation, CMS, analytics/attribution; platform migration or re-platforming.
• Product strategy, agile delivery, UX research/design systems, and experimentation.
• MarTech architecture (CRM, CMS, CDP, automation), data governance, consent management.
• KPI frameworks, funnel/feature analytics, and executive reporting.
• Vendor management, budgeting, and contract negotiations.
• Strong communication, stakeholder influence, and change leadership.