Digital Marketing Practice Lead

Job Description

Role Summary
The Digital Marketing Practice Lead is responsible for defining and executing the vision, strategy, growth, and market positioning of the Digital Marketing Practice. This leader drives business growth, capability development, strategic consulting, innovation, alliances, and delivery excellence across Marketing, Customer Experience, Customer Data Platforms, and AI domains.
The role acts as a trusted advisor to C-suite executives, helping organizations transform their marketing operations through data-driven, AI-enabled, and customer-centric strategies while building a high-performing practice capable of delivering measurable business outcomes.
Key Responsibilities
•Owns the practice strategy.
•Defines market offerings and GTM plans.
•Leads industry thought leadership.
•Drives AI and Agentic AI adoption at scale.
•Influences C-suite stakeholders globally.
•Shapes the future capability roadmap for Digital Marketing, Customer Experience, and MarTech Services.
•Creates differentiated AI-powered marketing transformation offerings and industry solutions.

Required Skills:

Strategic Skills: Digital Marketing Strategy, Customer Experience Management, Marketing Transformation, Business Consulting, Executive Stakeholder Management.

Marketing Skills: Marketing Automation, Campaign Management, Personalization, Customer Journey Orchestration, Customer Data Platforms, Performance Marketing, Omnichannel Marketing.

AI & Agentic Skills: Generative AI Platforms, Agentic AI Frameworks, AI-enabled Marketing Workflows, AI Governance, Autonomous Agents, MCP (Model Context Protocol), Multi-Agent Systems.

Technology Skills: MarTech Ecosystems, Data & Analytics, Architecture Governance, Composable Marketing Platforms.

Leadership Competencies: Visionary Leadership, Strategic Thinking, Executive Communication, Business Acumen, Consultative Selling, Innovation Mindset, Talent Development, Change Leadership, Global Stakeholder Management, Ecosystem Partnership Management.

Primary skills

1. Practice Leadership & Growth
Business Leadership:
•Own the Digital Marketing Practice growth targets and strategic roadmap.
•Define and execute multi-year practice vision and investment strategy.
•Drive revenue, margin, utilization, and capability maturity goals.
•Establish industry-leading offerings and differentiated value propositions.
•Build and manage relationships with senior client stakeholders, Vendors and Industry analysts.

Capability Development:
•Build and scale consulting, architecture, engineering, and delivery capabilities.
•Define competency frameworks, certifications, and learning paths.
•Develop Center of Excellence across Marketing Technology, Data, Analytics, and AI.
•Mentor future leaders and succession pipelines.

2. Strategic Consulting & Transformation
Executive Advisory:
•Act as trusted advisor to CMOs, Chief Digital Officers, Chief Experience Officers, and CIOs.
•Lead digital marketing transformation programs.
•Define enterprise marketing operating models.
•Develop business cases, transformation roadmaps, and ROI models.

Business Transformation:
•Marketing Operating Model Transformation
•Content Supply Chain Transformation
•Customer Experience Transformation
•Personalization at Scale
•Omnichannel Engagement Strategy
•Data-Driven Marketing Transformation
•Marketing Automation Transformation

3. Digital Marketing Strategy
Lead advisory and implementation initiatives across:
Customer Engagement
•Customer Journey Orchestration
•Customer Lifecycle Management
•Loyalty Programs
•Customer Retention
•Acquisition Strategies

Marketing Operations
•Campaign Management
•Marketing Automation
•Lead Management
•Demand Generation
•Performance Marketing

Customer Data & Intelligence
•Customer Data Platforms (CDP)
•Data Governance
•Identity Resolution & Compliance Management
•First-Party Data Strategy
•Marketing Analytics

Primary skills

4. MarTech & Digital Experience Leadership
Provide strategic direction on:

Customer Experience Platforms
•Adobe Experience Cloud
•Salesforce Marketing Cloud
•Microsoft Dynamics Customer Insights

Analytics Platforms
•Adobe Analytics
•Google Analytics
•Customer Journey Analytics

Social Media Marketing
•Sprinklr
•Hootsuite

5. AI & Agentic AI Leadership
AI Strategy & Innovation
Drive enterprise-wide adoption of:

Generative AI
•AI Content Generation
•Campaign Creation
•Personalization
•Content Localization
•Dynamic Creative Optimization
•Journey Orchestration

Agentic AI
•Autonomous Marketing Agents
•Campaign Optimization Agents
•Customer Journey Agents
•Audience Discovery Agents
•Media Buying Agents
•Content Supply Chain Agents
•Knowledge Agents
•Sales and Service Collaboration Agents

Marketing AI Use Cases
•Next Best Action
•Next Best Offer
•Predictive Segmentation
•Churn Prediction
•Forecasting
•Personalization Engines
•Real-Time Decisioning
•Customer Intent Modelling

AI Governance
•Responsible AI Frameworks
•Compliance & Risk Management
•AI Ethics
•Model Governance
•Data Privacy

6. Thought Leadership & Market Positioning
Industry Leadership
•Publish POVs and industry research.
•Present at industry conferences and analyst briefings.
•Build Capgemini's market recognition in Digital Marketing.
•Contribute to analyst evaluations and market reports.

Innovation
•Define future-state marketing architectures.
•Identify disruptive trends and emerging technologies.
•Incubate AI-led accelerators and assets.
•Drive innovation partnerships with ecosystem players.

7. Sales & Business Development
Growth Responsibilities
•Lead strategic pursuits and large deals.
•Own RFI/RFP response strategies.
•Participate in executive client presentations and orals.
•Develop account growth plans.
•Build strategic partnerships with ecosystem vendors.

Commercial Leadership
•Solution development
•Pricing strategy
•Business case development
•Value realization planning
•Contract negotiations support

Success Measures (KPIs)
Business
•New Logo Acquisition
•Pipeline Growth
•Deal Win Rate

Delivery
•CSAT/NPS
•Delivery Quality
•Program Success Rate
•Utilization

Capability
•Certifications
•AI Adoption
•Asset Creation
•Thought Leadership Published

Innovation
•AI-led Solutions Deployed
•Agentic Marketing Solutions Adopted
•Reusable Accelerators Created
•Patents/Industry Contributions