**Introduction** A career in IBM Consulting is rooted by long-term relationships and close collaboration with clients across the globe. You'll work with visionaries across multiple industries to improve the hybrid cloud and AI journey for the most innovative and valuable companies in the world. Your ability to accelerate impact and make meaningful change for your clients is enabled by our strategic partner ecosystem and our robust technology platforms across the IBM portfolio; including Software and Red Hat. Curiosity and a constant quest for knowledge serve as the foundation to success in IBM Consulting. In your role, you'll be encouraged to challenge the norm, investigate ideas outside of your role, and come up with creative solutions resulting in ground breaking impact for a wide network of clients. Our culture of evolution and empathy centers on long-term career growth and development opportunities in an environment that embraces your unique skills and experience. **Your role and responsibilities** Senior Digital Marketing Specialist with experience in customer segmentation, direct marketing practices, and AB testing. Experience in the telecommunications industry in Colombia is desirable. Some knowledge of Salesforce is required. **Required technical and professional expertise** * Customer Journey & Lifecycle Marketing: Designing customer journeys aligned with business objectives such as acquisition, retention, and loyalty. * Advanced Segmentation and Personalization: Using data to build dynamic audiences and hyper-personalized experiences. * Omnichannel: Strategies that integrate email, SMS, push notifications, social media, and digital advertising. * KPIs and Metrics: Defining key indicators such as open rates, clicks, conversions, and customer lifetime value. * Experimentation and Testing: Implementing A/B testing on emails, journeys, and audiences to optimize results. * Regulations and Compliance: Knowledge of GDPR, CCPA, and privacy best practices in digital marketing. **Preferred technical and professional experience** * Journey Builder and Automation Studio: Create automated journeys and data segmentation processes. * Data Extensions and Contact Builder: Model and structure data for personalized campaigns. * AMPscript and Dynamic Content: Advanced email and landing page personalization. * Einstein AI: Use of artificial intelligence for campaign predictions and optimization. * CRM and API Integrations: Connect with Salesforce CRM and external tools. * Marketing Cloud Intelligence (Datorama): Advanced analytics and reporting. IBM is committed to creating a diverse environment and is proud to be an equal-opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, gender, gender identity or expression, sexual orientation, national origin, caste, genetics, pregnancy, disability, neurodivergence, age, veteran status, or other characteristics. IBM is also committed to compliance with all fair employment practices regarding citizenship and immigration status.