Customer Engagement Lead

The Customer Engagement Lead will be responsible for helping IESE evolve the way it engages with candidates, participants and Alumni across its commercial communication channels.

The role will act as the bridge between business teams, customer data and Customer Engagement platforms, ensuring that communication initiatives are relevant, coordinated, measurable and aligned with business priorities.

This position combines business partnering, Customer Engagement, Marketing Automation and analytics, working closely with Marketing, Programs, Data & AI and external technology partners.

Key responsibilities

• Business partnering and Customer Engagement strategy. Work closely with Marketing, Programs and other business areas to understand their objectives, identify opportunities and translate business needs into Customer Engagement initiatives, communication strategies and actionable plans.

• Customer journeys, segmentation and personalization. Lead the functional evolution of customer journeys and communication approaches, promoting better use of customer data, preferences, interests and behavior to deliver more relevant and personalized interactions across channels.

• Communication governance and coordination. Coordinate communication activity across business areas, audiences and channels, helping establish priorities, manage overlaps and communication pressure, and ensure a consistent customer experience.

• Performance and analytics. Use data to evaluate the effectiveness of campaigns, journeys and customer interactions, define relevant KPIs and translate insights into concrete recommendations to improve engagement, conversion and business outcomes.

• Functional ownership and external delivery. Define functional requirements and coordinate the external partners responsible for the technical operation of Customer Engagement platforms, prioritizing the backlog, following up delivery and ensuring that solutions meet business needs and quality expectations.

• Continuous improvement and innovation. Act as an internal reference for Customer Engagement best practices, challenging existing processes and legacy approaches, identifying opportunities for simplification and automation, promoting common standards and exploring new capabilities and use cases.

The role will retain the internal functional ownership of Customer Engagement, while the recurring technical configuration and operation of the platforms will primarily be delivered by external partners.

The position will also contribute to the evolution of IESE’s Customer Engagement ecosystem, ensuring that current initiatives remain scalable and supporting future changes in CRM and Marketing Automation technologies.

Requirements

• Bachelor’s Degree in Business, Marketing, Engineering, Data, Economics or a related field.

• 5+ years of experience in Customer Engagement, Marketing Automation, CRM, Digital Marketing or related roles.

• Experience working directly with business stakeholders and translating business objectives into functional solutions.

• Strong understanding of customer journeys, segmentation, personalization and digital communication strategies.

• Solid analytical skills and experience working with engagement, marketing and conversion KPIs.

• Ability to interpret data and turn insights into practical business recommendations.

• Experience coordinating external providers, agencies or technical delivery teams.

• Experience working in cross-functional environments with multiple stakeholders.

• Professional working proficiency in English and Spanish.

Highly valued

• Experience with Salesforce Marketing Cloud Account Engagement / Pardot, Salesforce, Brevo or similar Customer Engagement platforms.

• Experience with reporting and visualization tools such as Power BI.

• Understanding of CRM and customer data models.

• Experience with lead nurturing, scoring, attribution or personalization.

• Experience managing email, WhatsApp or other digital communication channels.

• Experience in organizations with multiple business units and complex or long customer decision journeys.

Competencies

• Strong business and customer orientation.

• Analytical and data-driven mindset.

• Stakeholder management and communication skills.

• Ability to challenge the status quo constructively.

• Strategic thinking combined with a hands-on delivery mindset.

• Prioritization and decision-making.

• Cross-functional collaboration.

• Proactivity, autonomy and ownership.

• Continuous improvement mindset.