Marketing Cloud Product Owner

The Marketing Cloud Product Owner is responsible for defining, prioritising, and delivering the product roadmap for Marketing Cloud (e.g., Salesforce Marketing Cloud and Data Cloud).

This role acts as the bridge between business stakeholders, marketing teams, and technical delivery teams, ensuring that marketing automation capabilities deliver measurable business value and align with organisational strategy.

The Product Owner owns the end-to-end product lifecycle, from vision and backlog management to delivery and continuous optimisation., 1. Product Vision & Strategy

• Define and communicate a clear product vision aligned with marketing, CRM, and business objectives.
• Develop and maintain the Marketing Cloud roadmap (campaign orchestration, personalisation, lead management, etc.).
• Ensure alignment with enterprise initiatives such as customer experience, data strategy, and digital transformation.

1. Backlog Management & Prioritisation

• Own and manage the product backlog, ensuring it is prioritised based on business value, ROI, and dependencies.
• Translate business needs into user stories, epics, and acceptance criteria.
• Continuously groom and refine backlog items based on feedback and evolving priorities.

1. Stakeholder Management & Collaboration

Act as the voice of the business and customer.

• Marketing teams (campaign execution, segmentation)
• Data Cloud team (CDP, Segmentation)
• CRM & Sales teams
• Data & Analytics teams
• Integration teams (Zoom, LinkedIn, Workfront, Boomi)

Key Activities

• Facilitate alignment across cross-functional teams and ensure clarity of requirements.
• Provide end-user demonstrations and trainings.

1. Marketing Automation Platform Ownership

Drive the design and evolution of Marketing Cloud capabilities, including:

• Journey orchestration
• Audience segmentation and activation
• Personalisation and campaign automation
• Integration with CRM, Data Cloud, and other systems

1. Delivery & Agile Execution

Work closely with Agile teams to:

• Participate in PI planning, sprint planning, reviews, and retrospectives.
• Clarify requirements and remove delivery blockers.
• Ensure timely and high-quality delivery.
• Validate deliverables against acceptance criteria.

1. Value Realisation & Performance Tracking

• Define KPIs and success metrics (campaign performance, adoption, ROI, efficiency gains).
• Monitor product performance and drive continuous improvement.
• Use data insights to refine roadmap and prioritisation.

1. Governance, Adoption & Enablement

• Establish product governance standards, processes, and documentation.
• Drive user adoption via training, documentation, and stakeholder enablement.
• Ensure compliance with data privacy and regulatory requirements.

5-10 years in:

• Marketing Automation
• CRM
• Digital Marketing
• Product Owner roles
• Product Manager roles
• Business Analyst roles

Preferred Experience

• Hands-on experience with Salesforce Marketing Cloud.
• Experience with similar platforms such as Eloqua and Marketo., * Marketing automation workflows
• Customer journeys and personalisation
• Campaign management and segmentation, * Agile/Scrum expertise
• Backlog management and sprint lifecycle management
• Stakeholder management and communication skills
• Analytical mindset with data-driven decision-making
• Ability to translate business needs into technical requirements

Nice to Have

• Knowledge of the Salesforce ecosystem (CRM, Data Cloud, integrations)
• Experience with data models, APIs, and integrations
• Familiarity with GDPR and data privacy principles, * Strategic thinking and vision alignment
• Customer-centric mindset
• Decision-making and prioritisation
• Cross-functional leadership
• Communication and influence

Success Metrics

• Adoption and usage of Marketing Cloud capabilities
• Campaign effectiveness and ROI improvement
• Time-to-market for marketing initiatives
• Quality and stability of delivered features
• Stakeholder satisfaction and alignment