Digital Optimisation & Decisioning Lead

Our purpose is to give everyone real confidence to put their money to work. With a heritage dating back more than 175 years, we have a long history of innovation in savings and investments, combining asset management and insurance expertise to offer a wide range of solutions.

Our two distinct operating segments, Asset Management and Life, work together to provide access to balanced, long‑term investment and savings solutions.

Through telling it like it is, owning it now, and moving it forward together with care and integrity; we are creating an exceptional place to work for exceptional talent.

We will consider flexible working arrangements for any of our roles and also offer workplace accommodations to ensure you have what you need to effectively deliver in your role.

Job Title: Digital Optimisation & Decisioning Lead

Reports to: Senior Digital Performance Manager

Job level: Experienced Colleague

Location: Edinburgh (Hybrid 2 - 3 days per week in the office)

Lead the future of personalised customer engagement as our Digital Optimisation & Decisioning Lead. In this role, you’ll define and deliver a multi‑channel decisioning strategy that transforms how we connect with customers. From shaping data‑driven contact journeys to orchestrating omni‑channel campaigns in Marketo, you’ll be at the heart of innovation—leveraging insights, technology, and AI to optimise Next Best Action propositions. Collaborating across marketing, product, and engineering teams, you’ll champion decisioning capabilities that drive measurable impact on engagement, retention, and revenue.

If you’re passionate about turning data into dynamic experiences and thrive in an agile, fast‑paced environment, this is your opportunity to make a real difference.

• Define and deliver a multi‑channel decisioning strategy that aligns with business objectives and enhances customer experience.
• Lead the design, deployment, and optimisation of Next Best Action (NBA) propositions across the lifecycle: opportunity analysis, design, implementation, execution, and evaluation.
• Champion decisioning capabilities across the organisation, advocating for innovation and future use cases.

• Use data and insights to shape the contact strategy, ensuring interventions are timely, relevant, and commercially impactful.
• Work closely with Data Analytics, Digital Performance, and Engineering teams to define data‑driven segments and triggers that power personalised engagement.
• Design and deliver digital omni‑channel, always‑on contact journeys that respond to customer behaviour and lifecycle events.
• Establish a measurement framework that tracks engagement performance and subsequent changes in customer behaviour.
• Quantify the commercial benefits of the contact strategy, linking engagement outcomes to revenue, retention, and customer value.

• Use Marketo to orchestrate omni‑channel journeys, manage segmentation and targeting, and enable personalised content across web and email.
• Ensure campaign workflows and governance in Marketo support scalable, consistent decisioning, with strong alignment to Marketing and Journey teams.

• Partner with technical teams to ensure Marketo is integrated with adjacent platforms (e.g., Adobe stack) and supports robust decisioning.
• Track emerging capabilities (including AI‑driven decisioning) and translate them into practical campaign enhancements.

• Collaborate with front‑end, UX, Marketing, and Product teams; align on campaign requirements; unblock delivery.
• Operate within Agile ceremonies (sprint planning, backlog grooming) and manage risk and stakeholder expectations.

• Ensure adherence to privacy regulations (GDPR, CCPA, ePrivacy) and internal governance standards; maintain transparent risk logs.

• Deep expertise in Marketo or comparable decisioning/marketing automation platform for journey orchestration, segmentation, and campaign governance.
• Strong ability to translate data insights into actionable contact strategies and…