A major Belgian financial institution is strengthening its Digital Marketing Strategies team to improve customer journeys across web, mobile, social, email, paid media and offline touchpoints. This senior Project Manager Business role combines optichannel marketing strategy, digital experience design, digital journey mapping and conversion optimization, connecting marketing, UX and IT teams around measurable customer outcomes.
The mission
The team manages the content architecture, channel standards and digital marketing tools that support customer acquisition, onboarding, engagement and retention. Its work covers external digital platforms and relies on Adobe Analytics, GA4, Tag Manager, Content Square and other behavioural analytics tools to understand performance and customer behaviour. The role matters because consistent channel orchestration and evidence-based experimentation directly influence engagement, lead generation and conversion.
You will represent business stakeholders and the customer perspective when shaping end-to-end journeys and channel plans. Your scope includes journey mapping, UX improvement, CRO, A/B and multivariate testing, KPI definition, dashboard development and the governance of a shared Digital Shelf in SharePoint or Notion. You will coordinate with Channel Owners, MarCom specialists, UX practitioners, analytics teams and IT Tribes through Agile and Scrum methodologies.
Your responsibilities
- Define optichannel strategies that translate business and marketing objectives into audience-specific channel plans, messages and touchpoints.
- Map acquisition, onboarding, engagement and retention journeys, then prioritise friction points, drop-offs and experience improvements.
- Lead conversion optimization programmes by forming hypotheses, coordinating A/B testing tools and multivariate testing, and turning findings into implemented changes.
- Translate behavioural, engagement and conversion data from Adobe Analytics, GA4 and Content Square into clear recommendations and measurable KPIs.
- Coordinate Channel Owners through a Scrum-based Channel Guild, aligning content, UX, technology and marketing stakeholders around shared standards.
- Maintain the Digital Shelf, including channel documentation, guidelines, templates, audiences, analytics, KPIs and optimisation practices.
Your profile
Essential skills
- At least 10 years of relevant experience in digital marketing strategy, digital experience design, CRO or a related business role.
- Ability to build optichannel marketing strategy and digital journey mapping across multiple customer touchpoints.
- Strong knowledge of UX best practices, conversion optimization, experimentation frameworks, behavioural analytics and hypothesis-driven improvement.
- Practical command of Adobe Analytics, GA4, Tag Manager, Content Square or comparable data visualisation tools.
- Experience building and maintaining collaborative no-code platforms such as SharePoint or Notion.
- Ability to simplify complex information, present recommendations clearly and manage stakeholders across marketing, UX and IT.
- Structured, analytical and quality-focused approach, with strong negotiation, leadership and communication skills.
- Experience working with Agile methodologies and Scrum methodologies.
Preferred skills
- Experience with Figma, service design or digital transformation.
- Familiarity with banking operations or financial products.
- Understanding of digital marketing concepts, audience segmentation, attribution models and personalization.
Languages
- Dutch: C1 or above, or French: C1 or above.
- English: C1 or above.
Education
- Bachelor's or Master's degree in Business Administration, Design, Marketing, ICT or a related field, or equivalent professional experience.