Head of Digital Channels & MarTech Strategy

ADNOC (Abu Dhabi National Oil Company); Abu Dhabi; On-site; AED 420,000 - 700,000; Full time

Job summary

ADNOC Distribution seeks a Manager, Digital Channels & MarTech to lead the strategy, development, and optimization of digital customer channels and marketing technology initiatives. You will enhance customer engagement, digital experience, and marketing effectiveness across web, mobile, and in-store platforms, collaborating with the digital technology team to deliver aligned initiatives.

This role requires senior leadership across strategy, UX, analytics, and vendor governance, with a track

Qualifications

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

Responsibilities

• Define multi-year digital channels strategy aligned to customer experience, marketing, and commercial priorities.
• 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.
• 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 into sprint retrospectives and release improvements.
• 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.
• 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.
• 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.
• 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.

Skills

Digital strategy

Product management

UX research

Agile delivery

Analytics & KPIs

Stakeholder management

Vendor management

Contract negotiations

Martech architecture

Data governance

Education

Bachelor’s degree in marketing, Business, CS, or related field

Tools

CRM

CMS

CDP

Campaign automation

Analytics/attribution tools

Job description

ADNOC Distribution seeks a Manager, Digital Channels & MarTech to lead the strategy, development, and optimization of digital customer channels and marketing technology initiatives. You will enhance customer engagement, digital experience, and marketing effectiveness across web, mobile, and in-store platforms, collaborating with the digital technology team to deliver aligned initiatives.

This role requires senior leadership across strategy, UX, analytics, and vendor governance, with a track