Role Summary The CEM Journey Strategist leads the Discovery, Shaping, and Optimization of customer journey initiatives, ensuring opportunities are customer-centric, strategically aligned, commercially viable, and positioned to deliver measurable business outcomes. This role combines customer journey strategy, integrated marketing, GTM planning, customer experience design, and analytics-driven optimization. The strategist identifies growth opportunities, defines audience and engagement strategies, develops business cases, and shapes future-state customer experiences. Post-launch, the role evaluates journey performance and recommends optimizations to improve customer engagement, retention, and business impact. This is a strategic and analytical role and does not own campaign execution, creative development, technical journey builds, or project management.

Key Responsibilities
• Journey Discovery & Shaping (Upstream Strategy)
• Identify and evaluate customer pain points, business gaps, and growth opportunities across the customer lifecycle.
• Define target audiences, customer behaviour shifts, engagement strategies, and future-state customer experiences.
• Develop business cases, success metrics, and measurement approaches to support prioritization and investment decisions.
• Align journey initiatives with GTM priorities, integrated marketing programs, and customer lifecycle objectives.
• Assess feasibility, dependencies, data readiness, and orchestration requirements to prepare initiatives for execution. 2. Performance Analysis & Optimization (Downstream Insights)
• Measure journey performance against defined customer, engagement, and business outcomes.
• Identify customer behaviour patterns, friction points, and opportunities to improve experience and performance.
• Develop optimization recommendations,



experimentation strategies, and testing roadmaps based on performance insights to improve customer engagement, marketing effectiveness, and business outcomes.
• Evaluate journey orchestration effectiveness across channels and customer touchpoints.
• Apply performance learnings to refine existing journeys and inform future journey investments and priorities. 3. Cross-Functional Strategic Alignment
• Partner with Commercial Journey Orchestration, CEM Analytics, ADS, Sales and Marketing teams to align customer, business, and GTM priorities.
• Champion the voice of the customer through customer insights, behavioural signals, market research, and business intelligence.
• Collaborate on success metrics, measurement strategies, and optimization frameworks.
• Influence strategic decisions through customer-centric thinking, business cases, and data-backed recommendations. Qualifications & Requirements
• Bachelor’s degree in marketing, Business, Analytics, Customer Experience, or a related discipline; MBA preferred.
• 5-8+ years of experience in Customer Journey Strategy, Integrated Marketing, Campaign Strategy, GTM Strategy, Customer Experience, Lifecycle Marketing, Marketing Consulting, or Digital Analytics.
• Experience developing audience strategies, customer engagement programs, journey frameworks, and business cases that drive measurable outcomes.
• Strong understanding of customer journey mapping, customer lifecycle management, audience segmentation, and integrated marketing principles.
• Ability to leverage customer, marketing, and business data to shape strategy, prioritize opportunities, and drive optimization decisions.
• Familiarity with Adobe, CDPs, marketing automation, customer analytics, or related Martech platforms.
• Robust stakeholder management, communication, storytelling, and presentation skills.

📌 Journey Orchestration Strategist (Mumbai)
🏢 FedEx
📍 Mumbai