The Digital Experience Strategist is responsible for owning and executing high-impact digital experiences that drive engagement, lead generation and measurable business growth. This role translates business strategy into digital strategy - delivering campaigns and ensuring flawless execution across web, email and digital platforms.

A core component of this role includes overseeing the digital marketing lead generation program and partnering closely with Marketing Operations to ensure digital experiences are targeted, personalized, and aligned to clearly defined customer segments.

Key Responsibilities

Strategy, Audience & Segmentation

• Develop and execute digital experience strategies aligned with business growth and lead generation objectives

• Work in collaboration with Channel Marketing to define and evolve audience journeys, including behavioural, demographic, psychographic, and lifecycle segmentation. Ensure journeys are operationalized and segmentation is properly implemented across email, web and lead capture workflows

• Translate business priorities into actionable audience strategies across acquisition, engagement, and retention

• Partner with sales, channel marketing and the analytics teams to refine segmentation models and targeting approaches

• Identify high-value audience opportunities, using models and AI, to improve conversion and engagement, driving qualified lead acquisition and pipeline growth

• Implement and manage personalization and targeting programs within existing platforms to drive measurable improvements in engagement and conversion

Customer & Experience Design

• Be the digital lead for mapping out and optimize end-to-end customer journeys across key audience segments

• Align messaging, content, and UX to defined audience needs and intent

• Leverage customer insights, research, and behavioral data to inform tailored experience strategies

• Partner with UX/UI teams to design seamless, segment-specific digital experiences

• Drive consistent personalization strategies that enhance engagement, reduce friction and drive conversion.
  

Lead Generation & Growth Ownership

• Collaborate with Channel Marketing and Sales to oversee the marketing lead generation program, including strategy, targeting, and performance optimization.

• Monitor and optimize key funnel metrics (MQLs, SQLs, conversion rates, cost per lead, pipeline contribution), reviewing with stakeholders to ensure alignment on lead quality and conversion goals.

• Implement testing strategies to improve form performance, landing page effectiveness, and campaign conversion

• Ensure segmentation strategies are integrated into lead capture and nurturing journeys

• Ensure timely execution of high-volume campaigns supporting NA Retail and Institutional Marketing Teams

Data, Insights & Optimization

• Lead analysis and stakeholder alignment on digital performance by segment and funnel stage, translating insights into measurable experience improvements

• Collaborate with the analytics team to develop segmentation-based performance dashboards and reporting frameworks

• Lead Digital testing strategies (A/B and multivariate) to validate audience hypotheses

• Drive continuous improvement through data-driven experimentation

Governance & Best Practices

• Partner closely with Marketing Operations to operationalize audience segmentation and personalization strategies

• Establish digital experience and audience targeting standards

• Ensure consistent audience definitions across channels and teams

• Stay current on evolving best practices in personalization, data privacy, and digital strategy

• Provide hands-on support and troubleshooting for digital campaign execution issues

• Ensure SLA adherence and operational accuracy across high-volume campaign workflows

North America Retail & Institutional Partnership

• Partner closely with the NA Retail and Institutional Marketing teams (U.S. and Canada), to design and execute high-volume, high-impact digital campaigns.

• Act as executional lead to ensure campaigns are built, QA’d, launched and optimized on time and with operational precision.

• Translate strategic direction from business leaders into delivered assets and live campaigns.

• Serve as hands-on partner to move work from concept to launch efficiently and accurately.

Required Qualifications

• Bachelor’s degree in Marketing, Finance, Digital Media, or related field

• 7-10 years of experience in digital strategy or digital customer experience roles, ideally with asset management or financial services experience.

• Demonstrated experience defining and operationalizing audience segmentation strategies that drive proven business growth

• Strong understanding of digital channels (web, mobile, email, paid media, social)

• Hands-on Experience with the Adobe Marketing Suite (AEM, Marketo, Target, CJA/AA)

• Experience with analytics tools (e.g., GA4, Adobe Analytics, etc.)

• Experience designing and operationalizing multi-stage workflows (e.g. event campaigns)

• Strong analytical and strategic thinking skills

• Proficient in Microsoft Suite (Outlook, Powerpoint, Word, Teams, etc.)

• Excellent communication and stakeholder management capabilities