Technical Product Owner - Marketing Automation & CDP

Technical Product Owner - Marketing Automation & CDP

Digital & Technology Team (D&T) is an integral division of HEINEKEN Global Shared Services Center. We are committed to making Heineken the most connected brewery. That includes digitalizing and integrating our processes, ensuring best-in-class technology, and embedding a data-driven culture. By joining us you will work in one of the most dynamic and innovative teams and have a direct impact on building the future of Heineken!

Would you like to meet the Team, see our office and much more? Visit our website: Heineken (heineken-dt.pl)

Commerce DevOps Hub is being established. The newly created organization, being an integral part of the Global Digital & Technology Function, is tasked with maintaining, but most importantly developing (functionally and technologically) IT solutions supporting the Commerce area at Heineken. Commerce DevOps Hub is located in Kraków and will include highly qualified IT professionals with direct contribution to both the technological development of the Heineken Commerce and the Hub itself. 

The Technical Product Owner (TPO) acts as the primary interface between business strategy and engineering execution. Unlike a Business Analyst, the TPO owns the "Why" and "What" of the technical product, ensuring that the engineering team builds high-impact, scalable solutions that align with the Heineken EverGreen strategy. The TPO is responsible for maximizing the value of the technical product by maintaining a healthy, prioritized backlog and making critical trade-off decisions between new features and technical health.
 
The Technical Product Owner for Marketing Automation & Customer Data Platform (CDP) owns the global technical product portfolio enabling personalized consumer engagement across HEINEKEN brands. This role ensures marketing technology platforms enable scalable, privacy-compliant and data-driven consumer journeys while maximizing business value and engineering efficiency.

The TPO works closely with Digital Commerce, Consumer Engagement, CRM teams, Data & Analytics, Enterprise Architecture and Engineering to continuously improve global marketing capabilities.

Product Scope
The role owns the technical roadmap and delivery for products including:
- Salesforce Marketing Cloud
- Customer Data Platform (CDP)
- Consumer Identity integrations
- Audience Segmentation
- Journey Orchestration
- Personalisation
- Campaign Automation
- API integrations between Martech ecosystem
- Consumer Activation capabilities 

Your responsibilities would include:

1. Technical Mastery & Architectural Literacy
- System & Architectural Thinking: Deep understanding of modern IT systems, modular architecture, and modern data stacks Ability to understand how individual technical features impact the broader digital ecosystem and enterprise architecture.
- Technical Problem Solving: Analytical mindset with sharp problem-solving skills and a history of structured thinking to resolve complex technical blockers.
- Backlog & SDLC Tooling: Expert-level proficiency in Agile/Scrum methodologies and lifecycle management tools like Jira or Azure DevOps.
- Data-Driven Optimization: Proven experience in product performance optimization, utilizing product experimentation and data-driven insights to measure success.

2. Product Ownership & Strategic Execution
- End-to-End Ownership: Ability to take full ownership of the product lifecycle from ideation to launch, ensuring every technical increment aligns with the overall product roadmap and value proposition.
- Strategic Prioritization: Skilled in defining and ranking technical user stories and requirements based on a balance of business value, technical dependency and long-term product health.
- Value Orchestration: Ability to connect and translate commercial strategy and high-level capabilities into actionable technical tools that drive business growth and user productivity
- UX & Design Integration: Experience working with design systems and UX/UI design principles to ensure technical products remain user-centric.

3. Leadership, Stakeholder Management & Communication
- Stakeholder Orchestration: Proven track record of building and maintaining strong collaborative relationships with stakeholders and leaders across a global, matrixed organization.
- Strategic Influence & Negotiation: Ability to manage the "Push-Pull" between demand (Business Analysts) and execution (Tech Specialists), using negotiation to defend the roadmap and manage expectations.
- Empathetic Leadership: A connector who can inspire and align cross-functional, dependent product teams or tribes around a unified vision.
- Effective Communication: Excellent verbal and written English skills with the ability to translate complex technical concepts into business-impact language for diverse audiences.

4. Industry & Domain Expertise
- Route to Market Knowledge: Understanding of route to market typologies, specifically within the FMCG sector or the HEINEKEN landscape.
- Digital Commerce Expertise: Specialist understanding of how digital solutions drive commercial success in consumer engagement and acquisition portfolios.
- Ambiguity Management: Comfortable working in high-ambiguity environments and driving clarity and direction for engineering teams.

5. Product Vision
- Develop the global technology roadmap for Marketing Automation and CDP capabilities supporting consumer acquisition, engagement and retention.

6. Consumer Data Activation
- Translate consumer engagement strategies into scalable technical capabilities for segmentation, personalization and omnichannel activation.

7. Engineering Leadership
- Prioritize technical capabilities balancing innovation, platform stability, scalability and technical debt.

8. Platform Integration: Drive integration across:
- CDP
- Marketing Cloud
- OneTrust
- Identity Management
- Analytics
- Digital Commerce platforms

9. Vendor Management
- Work closely with strategic partners including Salesforce and implementation partners.

Success looks like
- Faster campaign deployment
- Increased marketing automation adoption
- High platform reliability
- Strong API ecosystem
- Increased consumer personalization capabilities
- Reduced manual marketing effort 

You are a good candidate if you have:

• Professional Background: 5+ years of experience as a Technical Product Manager or Technical Product Owner, specifically within a high-growth tech environment or a large-scale digital transformation.

• Foundational Technical Expertise: A deep understanding of the Software Development Life Cycle (SDLC) is required.

• We are specifically looking for candidates with a background as a Software Engineer, Technical Architect or Systems Lead. This background is essential for the TPO to validly challenge technical estimates, understand architectural trade-offs (e.g., monolith vs. microservices), and earn the respect of the engineering team.

• Matrixed Delivery: Proven track record of delivering impactful digital solutions within a global, matrixed organization, managing dependencies across multiple "Tribes" or Product Teams.

• Proven experience transitioning from a BA or Senior Technical role into a leadership/ownership position. 

We're looking for someone who:

• has implemented Salesforce Marketing Cloud or Adobe Campaign

• understands CDPs

• understands customer identity

• has built consumer journey orchestration

• understands APIs and event-driven architectures

• can bridge marketing and engineering

• enjoys solving complex integration problems

Ideal background:

• Martech Product Owner

• CRM Platform Lead

• Marketing Technology Manager

• Salesforce Solution Architect

• Adobe Experience Cloud Product Manager

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