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EPAM is seeking a Retail & Consumer Services Integrated Campaign Lead to shape, orchestrate, and optimize integrated marketing campaigns that translate Retail & Consumer Services industry priorities into measurable awareness, account engagement, pipeline, and revenue impact. As part of the Global Campaign Marketing team, you will act as the bridge between GTM strategy and execution, turning market opportunities, customer insights, and business objectives into focused, data-driven campaigns. This is an individual contributor role with significant cross-functional leadership responsibility across Industry GTM, Content, Digital, Field Marketing, Partner Marketing, Sales, Marketing Operations, and Centres of Excellence. The role does not own every tactic directly. It owns the campaign strategy, brief, operating model, governance, journey focus, performance framework and cross-functional orchestration needed to deliver scalable, sales-aligned campaigns.
What Success Looks Like
- Retail & Consumer Services campaign plans are clear, focused and adopted by cross-functional stakeholders.
- Campaign activity is aligned to a defined journey stage, target audience, business objective and measurement framework.
- Sales and BDR teams have the right context, enablement and follow-up motions to act on engagement signals.
- Campaign performance improves over time through data-led optimization, lessons learned and repeatable operating practices.
Req# 1054582499
- Translate Retail & Consumer Services business priorities into focused integrated campaign strategies aligned to EPAM's strengths in digital transformation, engineering, data, AI, cloud, customer experience and industry consulting
- Define campaign strategy, including audience segmentation, priority personas, messaging, positioning, channel mix and the primary journey focus across awareness, consideration or intent
- Own campaign planning, orchestration, sequencing, governance and performance measurement across global programs, regions and customer touchpoints
- Manage the Integrated Campaign Brief as the central source of truth for campaign execution
- Partner with Industry GTM, Content, Digital, Field Marketing, Partner Marketing, Sales, BDR, Marketing Operations and COE teams to deliver coordinated, measurable campaigns
- Guide campaign narrative, content requirements and asset activation across thought leadership, research, customer stories, webinars, email programs, paid media, events, content hubs, landing pages and sales enablement
- Track and optimize campaign performance using account engagement, MQL and SQL progression, influenced pipeline, conversion by journey stage, sales follow-up effectiveness and ROI metrics
- Partner with Sales and BDR teams to translate campaign engagement signals into account prioritization, outreach plays, follow-up motions and pipeline acceleration opportunities
- Manage campaign budgets and ensure effective resource utilization
- Leverage marketing technology, AI tools, and analytics to improve campaign performance and operational efficiency
- Bachelor's degree in Marketing, Project Management, Business, Communications, or a related field
- 6–8 years of experience in B2B Retail & Consumer Services marketing, integrated campaigns, demand generation, industry marketing, or go-to-market strategy
- Proven experience managing global or multi-regional marketing campaigns
- Experience in technology, consulting, professional services, digital transformation, or enterprise software environments
- Strong understanding of audience segmentation, customer journeys, campaign measurement, and pipeline generation
- Excellent stakeholder management and cross-functional collaboration skills
- Strong analytical, project management, and communication skills
- Experience with marketing automation, CRM, reporting, and campaign management platforms
- Experience with ABM programs and platforms. Analytical mindset with experience using data, engagement signals, CRM and marketing performance insights to optimize campaign impact
- Familiarity with Demandbase, Marketo, MS Dynamics, Workfront, Wrike, Jasper, PowerBI or similar technologies
- Experience working in a global matrix organization
- Experience marketing to Retail, Consumer Products, Hospitality, CPG, Travel, eCommerce, or Consumer Services organizations
- Understanding of industry priorities including customer experience, digital commerce, omnichannel transformation, personalization, loyalty, retail media, AI adoption, and supply chain modernization
- Ability to translate consumer industry trends and customer challenges into compelling marketing campaigns
- Ability to connect EPAM's engineering, consulting, cloud, data, AI, commerce, and experience capabilities to business outcomes