MarTech Solutions Architect (RARR Job 6326)

Overview
The MarTech Solutions Architect is responsible for designing, implementing, maintaining, and optimising the marketing technology ecosystem to enable data-driven customer experiences. With expertise in Adobe Analytics, Adobe Target, Adobe Audience Manager, and Tealium (Tag Manager and CDP), they ensure that platforms are well-integrated, up-to-date, and consistently delivering business value.

Core Responsibilities
1. MarTech Architecture

• Ensure scalable, future-proof integration between web, app, CRM, ad tech, and analytics systems.
• Translate business objectives into a MarTech capability roadmap (data collection, identity resolution, personalisation, activation, and measurement).

2. Platform Maintenance & Upgrades

• Oversee regular maintenance, patching, and version upgrades across Adobe and Tealium tools.
• Monitor platform health, performance and uptime, addressing issues proactively.
• Manage vendor releases and ensure new features are evaluated, tested, and rolled out appropriately.
• Implement continuous monitoring frameworks to validate data accuracy, integration stability, and tag firing.
• Act as the escalation point for troubleshooting and work with vendors/support when needed.

2. Adobe Analytics (AA)

• Govern data layer standards and ensure accurate tagging implementation.
• Validate data collection and troubleshoot reporting discrepancies.
• Ensure AA is integrated with Target, AAM, and Tealium for cross-platform insights.
• Maintain dashboards, calculated metrics, and segments to keep reporting relevant.

3. Adobe Target (AT)

• Oversee platform configuration, upgrades, and maintenance.
• Define audience-based targeting strategies using data from AAM/CDP.
• Oversee the setup of A/B tests, MVT, and automated personalisation.
• Validate personalisation and testing setups to ensure flawless delivery.
• Ensure data sharing between Target and Analytics/AAM/CDP is always working.
• Troubleshoot QA issues, campaign delivery mismatches, or targeting errors.

4. Adobe Audience Manager (AAM)

• Ensure taxonomies, segments, and traits are well-structured and up to date.
• Maintain destination integrations (DSPs, ad platforms, personalisation engines).
• Validate audience delivery to ensure data freshness and compliance.
• Monitor data ingestion pipelines and resolve failures promptly.

5. Tealium Tag Manager (TiQ)

• Govern tag deployment standards and governance.
• Regularly review and retire obsolete tags to reduce load time.
• Validate that all media, analytics, and conversion tags fire correctly.
• Ensure server-side tagging upgrades are evaluated and implemented where appropriate.

6. Tealium CDP

• Maintain identity resolution frameworks and ensure accurate hashing/encryption (e.g., SHA-256).
• Design and govern customer data pipelines for ingestion, enrichment, and activation.
• Oversee audience creation, enrichment, and real-time activation to marketing channels.
• Oversee real-time data ingestion pipelines and fix ingestion or activation issues.
• Upgrade and test connector integrations to ensure audiences flow correctly to activation platforms.

7. Cross-Platform Integration

• Validate and maintain real-time data flows between Adobe and Tealium ecosystems.
• Ensure API integrations, connectors, and server-side events are stable.
• Test and monitor end-to-end customer journey orchestration across channels.

8. Governance & Compliance

• Define data governance frameworks for tracking, audience building, and personalisation.
• Ensure compliance with local data protection laws.
• Maintain documentation, standards, and playbooks for implementation teams.

9. Stakeholder Management

• Act as the bridge between marketing, IT, and analytics teams.
• Translate business needs into technical requirements and vice versa.
• Support marketers with use case ideation and feasibility assessments.

10. Innovation & Optimisation

• Continuously evaluate emerging MarTech capabilities (AI-driven personalisation, MMM, MTA, CAPI, server-side tagging).
• Lead POCs and pilot projects to test new features in Adobe and Tealium stacks (and other platforms).
• Optimise MarTech usage to maximise ROI and customer experience impact.

Qualifications & Skills

• 9+ years of experience in MarTech implementation and operations.
• Hands-on expertise with: Adobe Analytics, Adobe Target, Adobe Audience Manager, Tealium Tag Manager and Tealium CDP.
• Strong knowledge of data layers, tag management, and server-side tagging.
• Experience with audience management, segmentation, and activation across paid/owned channels.
• Familiarity with JavaScript, HTML, and CSS for tag/pixel debugging and personalisation setup.
• Strong understanding of digital marketing campaigns, data privacy regulations, and governance frameworks.
• Problem-solving mindset with ability to troubleshoot complex data and integration issues.