Assistant Manager - Activation Infrastructure & Dynamic Content

Role Overview

We are seeking a technically minded campaign enablement specialist to build and operate the infrastructure that connects product, offer and content data to marketing activation channels.

The role owns product and content feeds, catalog quality, dynamic-content rules, reusable templates and activation readiness. It works closely with CRM, Ecommerce, Creative, Merchandising, MarTech Operations and platform partners to reduce manual campaign build effort and enable relevant, accurate experiences at scale.

The ideal candidate understands how catalogs, taxonomies, templates, decision rules and channel constraints come together in real campaign execution. This is not a creative-production or campaign-planning role. It is a structured enablement role focused on repeatability, data quality and scalable activation.

Role Mandate

• Create a dependable activation layer between source product/content data and customer-facing marketing channels.
• Enable dynamic and personalised content through reusable rules, templates, taxonomies and feed standards.
• Reduce campaign lead time, rework and manual effort while protecting content accuracy and brand controls.
• Provide clear readiness checks, documentation and performance visibility for activation assets and feeds.

Key Responsibilities

1. Product, Offer & Content Feed Ownership

• Own the business and operational requirements for product, price, availability, offer and content feeds used by marketing channels.
• Define mandatory attributes, source ownership, refresh cadence, transformation rules, validation checks and failure handling.
• Monitor feed completeness, freshness and accuracy; coordinate the correction of rejected, missing, stale or conflicting records.
• Partner with Ecommerce, Merchandising and Engineering to align source data with activation needs without creating uncontrolled duplicate data.

2. Catalog, Taxonomy & Metadata Governance

• Design and maintain marketing-ready catalog structures, naming conventions, categories, attributes, identifiers and metadata standards.
• Map source taxonomies to channel or platform requirements and manage controlled changes to those mappings.
• Establish governance for images, links, localization fields, eligibility, suppression and market/brand applicability.
• Maintain a clear data dictionary and ownership model for activation attributes.

3. Dynamic Content & Recommendation Frameworks

• Build reusable dynamic-content frameworks that select products, offers, messages or creative variants using approved data and rules.
• Translate business use cases into decision logic, fallback rules, exclusions, prioritisation and content eligibility criteria.
• Support product recommendation and content-personalisation use cases in partnership with CRM, Analytics and platform teams.
• Ensure dynamic experiences fail safely when data or assets are unavailable, with approved defaults and suppression logic.

4. Campaign Enablement & Automation

• Create reusable templates, modular content blocks and configuration standards for email, push, app, web and paid-media activation where applicable.
• Work with campaign teams to convert repeated manual tasks into governed, reusable workflows.
• Prepare activation specifications, test cases and handover guidance so teams can launch reliably with less rework.
• Maintain a library of approved activation patterns and document when each pattern should be used.

5. Quality Assurance & Release Readiness

• Define end-to-end QA for feeds and dynamic content, including data validation, rendering, links, pricing, localization, eligibility and fallback behavior.
• Coordinate pre-launch checks across relevant devices, channels, markets and brands based on campaign scope.
• Log defects, identify root causes and ensure recurring issues result in a permanent control or process improvement.
• Provide clear go/no-go readiness status and escalate material customer, commercial or brand risks.

6. Performance & Continuous Improvement

• Track feed health, rejection/errors, activation lead time, template reuse, manual interventions and dynamic-content coverage.
• Use operational evidence to prioritise improvements to data sources, rules, templates and workflows.
• Run regular reviews with stakeholders to retire weak patterns, address bottlenecks and expand successful use cases.

7. Stakeholder & Vendor Coordination

• Act as the activation-infrastructure partner for CRM, Loyalty, Ecommerce, Creative, Merchandising and performance-marketing teams.
• Coordinate platform or vendor changes, ensuring requirements, test evidence, documentation and ownership are complete.
• Explain technical constraints and options clearly, helping teams choose scalable solutions rather than one-off workarounds.

Key Stakeholders

• Internal: CRM, Loyalty, Ecommerce, Merchandising, Creative/Content, Performance Marketing, Analytics, Product, Engineering, MarTech Operations and market/brand teams.
• External: Activation platforms, feed-management providers, creative technology partners, systems integrators and agencies.

Qualifications & Experience

• 4-6+ years in MarTech, CRM operations, ecommerce operations, campaign enablement, product-feed management or a related field.
• Demonstrated experience with ecommerce catalogs, product/content feeds, dynamic content, campaign templates or personalisation workflows.
• Experience supporting multi-channel marketing execution and working across business, creative and technical teams.
• Retail, ecommerce, loyalty, multi-brand or multi-market experience is preferred.
• Bachelor's degree in marketing technology, digital commerce, information systems, marketing, analytics or a related discipline, or equivalent practical experience.

Technical & Functional Skills

• Strong understanding of catalog and feed concepts, including identifiers, attributes, taxonomies, availability, pricing, images, links and refresh logic.
• Experience with feed-management, commerce, CRM, content-management or personalisation platforms; Google Merchant feeds and APIs are relevant examples.
• Ability to define dynamic-content rules, decision trees, fallbacks, suppressions and reusable templates.
• Working understanding of APIs, JSON/XML/CSV structures, data mappings and basic data validation.
• Strong UAT, campaign QA, defect management, process design and documentation skills.
• High attention to detail with the ability to balance speed, accuracy and scalability.

Leadership Capabilities & Behaviors

• Builds repeatable systems rather than relying on one-off manual fixes.
• Works collaboratively while holding owners accountable for input quality and timelines.
• Anticipates edge cases and protects the customer experience through disciplined QA.
• Translates technical constraints into practical choices for campaign and business teams.
• Continuously looks for automation, reuse and simplification opportunities.
• Success in This Role Looks Like

Outcome area/Evidence of success

Feed health

Activation feeds are complete, current and usable, with errors detected and resolved through clear ownership.

Campaign efficiency

Reusable templates and rules reduce campaign build effort, rework and avoidable manual steps.

Dynamic activation

Approved personalised-content and recommendation use cases can be launched consistently across relevant channels.

Quality

Customer-facing content, products, offers, links and localization pass defined readiness checks.

Scalability

Documented patterns, taxonomies and controls can be reused across brands and markets without uncontrolled variation.

Role Boundaries & Interfaces

This role owns activation infrastructure, product/content readiness and reusable dynamic-content frameworks. CRM and channel teams own campaign strategy, audience and send decisions; Creative owns approved brand assets; Ecommerce and Merchandising own source product and commercial data; MarTech Operations owns broader platform reliability and integrations. This role connects those inputs into scalable activation.

Note for candidates: You should enjoy turning repeated campaign requirements into reusable technical and operational patterns, with strong attention to data accuracy and customer-facing detail.