Senior Digital Marketing Manager

About the Role

You will lead the omni channel customer experience strategy for the organization, ensuring consistent, high-quality interactions across online, offline, and hybrid touchpoints. You will oversee the Customer Care team, strengthen service excellence frameworks, and champion data-driven improvements that elevate the end-to-end customer journey.

You will continuously benchmark customer experience practices against industry standards to keep the organization competitive and future-ready. You will also lead the rollout of customer experience innovations, implementing new digital tools and service models that enhance convenience, personalization, and responsiveness.

You will partner closely with Marketing, Operations, Retail, IT, Digital, and Sales Operations to shape customer-centric standards across brands and store formats, build differentiated service models, and reinforce a culture of service excellence that drives loyalty and business results.

Key Responsibilities

• Customer Care Leadership: Lead and develop the Customer Care team across contact center, chat, email, social, and retail escalation channels. Set SLAs, KPIs, and service standards to deliver best-in-class support while leveraging CRM, AI, chatbots, and ticketing tools to improve operational efficiency and service responsiveness.

• Service Excellence Governance & Benchmarking: Define and enforce service excellence frameworks across all customer-facing teams, including retail, delivery, e-commerce, and after-sales. Implement quality assurance programs and structured feedback loops. Regularly benchmark performance and practices against industry standards to maintain high service delivery and customer satisfaction.

• Omni Channel Experience Execution & Innovation: Map and analyze customer journeys across digital, in-store, and service environments to ensure seamless and coherent experiences. Lead the rollout of customer experience innovations such as self-service solutions, live chat, social commerce support, and other emerging service technologies. Ensure consistency of experience across all touchpoints.

• Customer Insights & Continuous Improvement: Monitor core CX metrics, including CSAT, NPS, and CES, and translate insights into action. Identify friction points and lead structured improvement projects across channels. Use analytics, journey data, and customer feedback to drive meaningful, experience-shaping enhancements.

• Brand-Level Service Standards & Store Segmentation: Work closely with Sales Operations to develop brand-specific service standards tailored to Watsons store formats. Define differentiated service models for each store segment, ensuring delivery is aligned with brand identity, customer expectations, and the intended experience strategy.

• Stakeholder Collaboration & Influence: Partner with Marketing, Retail, Digital, IT, Operations, and other cross-functional teams to embed customer-centric principles into business processes. Build alignment and drive execution of customer experience priorities across the organization.

Competencies & Skills

Functional Competencies

• Customer Journey Mapping & Experience Design
• Service Excellence & Quality Management
• Contact Center Operations Leadership
• Data Analytics, Insights, & CX Metrics
• Omni Channel Experience Management
• Stakeholder Management & Communication
• Digital Fluency & CX Technology Platforms
• Continuous Improvement & Problem-Solving

Leadership Competencies

Customer Focus | Results Driven | Think & Act Strategically | Foster Collaboration | Manage Complexity

Qualifications

• Bachelor's degree in Business, Marketing, Communications, or a related field; Master's degree preferred.
• At least 8 years of experience in Customer Experience, Customer Service, or CX leadership within retail, e-commerce, or other consumer-focused industries.
• Proven experience managing large customer care teams across multiple channels.
• Strong background in customer journey mapping, service excellence frameworks, and contact center management.
• Experience with CRM platforms, customer experience analytics tools, and customer feedback systems.
• Strong leadership, communication, and stakeholder management capability.
• Innovation-driven mindset with adaptability to emerging technologies and evolving service models.

Why Join Watsons

Join a customer-focused organization where you can shape seamless omni channel experiences, influence enterprise-wide service standards, and lead innovation that directly improves how customers engage with Watsons across digital and physical touchpoints.