Director, Journey Automation & Marketing Data Operations

The Director, Journey Automation & Marketing Data Operations leads the strategy, operations, governance, audience development, and journey execution capabilities required to deliver data-driven marketing across Universal Destinations & Experiences (UDX).

This role owns the development of executable audiences and the execution of automated guest journeys, ensuring guest and marketing data can be reliably translated into actionable targeting strategies, personalized experiences, campaigns, and journeys. The Director oversees Marketing Data Operations and Journey Automation, establishing scalable processes, governance, and operational standards across UDX destinations and channels.

Working across Marketing, Commercial Analytics, Digital, Technology, Privacy, and Marketing Operations, this leader will strengthen UDX’s ability to use first-party guest data, Analytics-developed insights and models, and measurable learning to advance modern marketing capabilities across platforms including Snowflake, Adobe Experience Platform (AEP), and Adobe Journey Optimizer (AJO).

• Own the development, creation, validation, and activation of executable marketing audiences across UDX channels and destinations.
• Lead the operational strategy for audience segmentation, targeting, eligibility, suppression, personalization, and activation across campaigns and automated journeys.
• Translate Marketing business objectives into scalable audience and targeting strategies, working with Commercial Analytics to incorporate audience insights, segmentation, predictive models, propensity scores, recommendations, and measurement learnings.
• Clarify and manage the handoff between Analytics-developed strategy, insights, and models and this function’s ownership of executable audience development and activation.
• Establish reusable audience frameworks, naming conventions, validation standards, and operating processes across campaigns and guest journeys.
• Enable lifecycle, behavioral, trigger-based, and personalized marketing use cases through reliable audience development and activation practices.
• Partner with Marketing, CRM, Media, Digital Experience, Commercial Analytics, and destination teams to improve audience activation effectiveness.
• Translate complex technical and data topics into clear business decisions and recommendations.

• Own the operating model for guest and marketing data used for audience activation and personalization.
• Establish standards for data readiness, quality, validation, taxonomy, documentation, and lifecycle management.
• Ensure guest profiles, attributes, and audiences are reliable and available for marketing use.
• Establish SLAs, controls, monitoring, and escalation processes for guest data operations.
• Partner with Data Engineering and Technology on data issues, dependencies, and capability requirements.
• Empower technical managers and leads to own day-to-day implementation while removing barriers and resolving cross-functional dependencies.

• Own the execution of automated marketing journeys, including journey configuration, launch readiness, activation, monitoring, and operational optimization in Adobe Journey Optimizer or comparable platforms.
• Provide business and operational leadership for the data, audience, and journey capabilities that support data-driven marketing activation, including Adobe AEP and AJO.
• Ensure audiences, attributes, triggers, eligibility rules, analytical segments, propensity scores, recommendations, content dependencies, and data requirements are ready for journey execution.
• Operationalize Analytics-developed segments, scores, and recommendations with agreed refresh schedules, validation routines, and monitoring standards.
• Establish repeatable processes from business requirements through data readiness, audience creation, journey configuration, QA, activation, monitoring, and optimization.
• Support both batch and near-real-time marketing use cases, including triggered, behavioral, lifecycle, and personalized journey execution.
• Partner closely with campaign automation, creative, production, and destination teams while maintaining accountability for audience development, journey setup, execution readiness, and operational performance.

• Establish the governance and operational discipline required to scale guest data activation, audience…