Tech Lead (MarTech)

Role Purpose

The Tech Lead (MarTech) is the technical authority and hands‑on leader for Heineken USA’s Marketing Technology ecosystem. This role sets architecture and engineering standards, leads complex builds and integrations, and ensures platforms are secure, compliant, reliable, and scalable. Core scope includes Website/CMS, Digital Asset Management (DAM), Consent & Cookies (OneTrust), Analytics & Tagging (GA4/GTM), Experimentation (Optimizely), Marketing Automation (Salesforce Marketing Cloud), Customer Data Platform (BlueConic with potential migration to Salesforce Data Cloud), Customer Experience Management (CEM) patterns on Azure Data Lake and custom in‑house applications.

Key Responsibilities

• Architecture & Technical Strategy

  • Own end‑to‑end MarTech architecture, non‑functional requirements, and reference patterns across CMS/websites, DAM, consent, analytics/tagging, experimentation, CDP, SFMC, and custom in‑house application based on Node.js among other technologies.
  • Define API contracts, event schemas, and data lineage; implement Infrastructure as Code (IaC), CI/CD, observability, and Zero Trust integration patterns (Azure preferred).

• Website Management & CMS

  • Serve as technical owner for brand websites and CMS platforms (e.g., Contentful, Umbraco, or equivalent).
  • Define component architecture, headless APIs, CDN and caching strategies, localization, accessibility (WCAG), and Core Web Vitals performance standards.

• Digital Asset Management (DAM)

  • Own DAM platform architecture and operations, including metadata models, taxonomy, rights and usage, renditions, and asset lifecycle (ingest → approval → publish → archive).
  • Integrate DAM with CMS, SFMC, experimentation platforms, and downstream channels.
  • Automate asset governance (required metadata, expirations, licensing) and implement monitoring for broken links and failed publishes.
  • Establish content governance (roles, workflows, retention) and improve asset findability and reuse through consistent tagging and AI‑assisted enrichment where appropriate.
  • Own and govern all associated tools for packaging workflow, POS management tool, asset customization, etc.

• Consent, Privacy & Cookies (OneTrust)

  • Implement and operate OneTrust for granular consent and cookie management.
  • Propagate consent state across GTM/GA4, CDP/Salesforce Data Cloud, SFMC, and Optimizely.
  • Enforce privacy‑by‑design practices in partnership with Legal, including DPIAs, PII handling, data retention, and purpose limitation.

• Analytics, Tagging & SEO (GA4/GTM)

  • Govern the enterprise data layer and GTM taxonomy.
  • Standardize GA4 events, cross‑domain tracking, and (where applicable) server‑side tagging.
  • Define and codify technical SEO baselines (structured data, canonicalization, sitemaps, robots.txt) and automate validation within CI pipelines.

• Experimentation (Optimizely)

  • Architect and operate Optimizely for A/B/n and feature experimentation.
  • Define experimentation guardrails, including exposure controls, statistical power, and sample ratio mismatch (SRM) detection.
  • Integrate experimentation telemetry with GA4 and CDP under consent controls.

• CDP Migration: BlueConic to Salesforce Data Cloud

  • Inventory existing BlueConic assets (profiles, segments, consent flags, data streams).
  • Design target‑state architecture in Salesforce Data Cloud, including identity resolution, unification rules, and consent alignment.
  • Build batch and streaming ingestion, data quality guardrails, segment and activation parity, cutover and rollback plans.
  • Lead decommissioning of BlueConic per the approved migration plan.

• Customer Experience Management (CEM) on Azure Data Lake

  • Define CEM reference architecture using Azure Data Lake as the central repository for marketing and consumer touchpoint data.
  • Implement ingestion and curation using Bronze/Silver/Gold layers, with schema management, versioning, lineage, and governed data access.
  • Enable downstream consumption by CDP, SFMC, experimentation platforms, and BI tools.

• Portal Development (Open Source) from DAM

  • Design and lead development of open‑source portals for brand, partner, or internal experiences (e.g., React/Next.js front ends; Node/NestJS or Java/Spring Boot back ends).
  • Establish API‑first and headless patterns; implement SSO (OIDC/SAML), RBAC/ABAC, rate limiting, caching, and CDN/edge optimization.
  • Enforce open‑source governance, including license compliance, dependency scanning, SBOM creation, and patch cadence.
  • Containerize applications (Docker) and orchestrate where appropriate.

• Delivery Leadership & Mentorship

  • Lead internal and partner engineering teams.
  • Conduct architecture, design, and code reviews; publish playbooks, reusable components, and Architectural Decision Records (ADRs).
  • Partner with Product, Marketing, and Data Engineering to sequence work, manage dependencies, and proactively mitigate risk.

Required Qualifications

• 8+ years of experience in MarTech engineering with hands‑on ownership of CMS/web, DAM, OneTrust, GA4/GTM, Optimizely, Salesforce Marketing Cloud, and CDP integrations.
• Proven experience designing and operating Customer Experience Management (CEM) solutions on Azure Data Lake, including ingestion, curation, governance, and privacy‑aware access.
• Strong architecture and integration skills across APIs, event/streaming, and batch patterns, observability, and security/privacy by design.
• Demonstrated leadership of engineering teams (internal and partners), including code and design reviews and end‑to‑end accountability for outcomes.

Preferred Qualifications

• Direct experience with CDP migrations, including identity resolution, consent integration, activation, and cutover/risk mitigation.
• Experience with Adobe AEM or comparable CMS platforms, server‑side tagging, identity resolution/MDM, and marketing analytics data modeling.
• Hands‑on open‑source portal development experience using React/Next.js, Node/NestJS, and/or Java/Spring Boot.

Compensation & Benefits

• Base Salary Range: $185,000 – $205,000 + Annual Bonus
• Benefits: Medical/Dental/Vision + Matching 401k Plan
• Vacation: 20 Days Paid Vacation & Unlimited Wellness Days
• Additional Perk: $200 Monthly Beverage Allowance

Heineken USA is an equal opportunity employer. We believe the diversity of our people makes us as strong and unique as our brands. We do not discriminate based on race, color, religion, age, or any other basis protected by law.

This position is not available for visa sponsorship and is not eligible for relocation assistance.