The Marketing IT & AI Application Manager is responsible for the Marketing application portfolio at Duracell – the core MarTech stack (DAM – Aprimo, PIM – Salsify, Duracell and Procell websites, and any legacy solution still in place) as well as the rapidly expanding set of AI tools and platforms that support Global Marketing.
Reporting into Marketing IT, the role partners with Global Marketing to turn the Marketing AI strategy into reality across the end-to-end workflow (Discovery Strategy Creative Production Adaptation Activation Measurement) and the supporting infrastructure (Marketing Brain, Work Management, automated adaptation, brand-governance / QA tooling, GEO and LLM visibility).
The center of gravity is hands-on delivery: prioritizing initiatives, getting projects done, exploring new AI capabilities, and keeping the day-to-day solutions running – in close partnership with Marketing, the AI Team, IT Architecture, IT Security, vendors and agencies.
As a Marketing IT & AI Application Manager, your essential duties and responsibilities include:
- Drive delivery of the Marketing AI roadmap – Marketing Brain, Workflow Management, Video Adaptation, GEO / LLM visibility, AI brand QA, AI Bunny tools – from kick-off to production, owning timelines, dependencies and decisions.
- Manage and evolve the core Marketing application portfolio (Aprimo DAM, Salsify PIM, Duracell and Procell websites, legacy solutions) – finishing some deployments, keeping them stable, integrated and ready for new AI use cases.
- Explore and evaluate emerging AI capabilities and vendors (LLMs, agents, adaptation platforms, AI pre-testing, LLM monitoring such as Profound, Azoma, Jellyfish, Evertune) through pilots and POCs; recommend what to scale, park or stop.
- Partner with the AI Team to stand up the Marketing Brain: metadata standards, tagging, and integration of trackers, MMM, retailer insights and campaign reports so brand knowledge is AI-readable and reusable.
- Deploy and improve AI-augmented workflows in Aprimo Work Management – standardized briefs, approval flows, audit trail – starting with a pilot region and scaling globally.
- Lead project and change-request initiation across the Marketing IT and AI portfolio; serve as the escalation point and keep delivery moving end-to-end, leveraging PMO when relevant.
- Support Generative Engine Optimization and AI shopping: PDP and .com content optimization, Share-of-Model and LLM visibility monitoring, feeding insights back into the roadmap.
- Run support and operations: incident management, root-cause analysis, escalation, reviews and reporting; ensure development, configuration, interfaces, hosting and security follow Duracell standards; keep documentation current.
Required and preferred qualifications for the role:
- Solid experience managing enterprise Marketing applications across the full lifecycle – DAM (Aprimo or equivalent), PIM (Salsify or equivalent) and Marketing websites.
- Hands-on experience delivering technology projects in a Marketing / digital content environment, ideally including AI or GenAI use cases (LLMs, agents, automated adaptation, generative content, AI-assisted QA or pre-testing).
- Strong delivery mindset with appetite for exploration: comfortable running multiple initiatives in parallel, prioritizing ruthlessly, and running pilots and POCs on emerging AI capabilities (GEO, LLM visibility, BAM, synthetic testing, AI video) to make pragmatic build / buy / partner calls.
- Experience translating Marketing user requirements into solutions, integrations and automated workflows; comfortable working alongside software providers, AI vendors and agencies day-to-day.
- Understanding of metadata, taxonomies and content governance, with awareness of AI governance principles (brand-approved models, automated QA, responsible AI) in a global brand environment.
- Strong communication skills, verbal and written, with the ability to balance technical depth for the audience and engage credibly with Marketing leadership and other business functions.
- Pragmatic, outcome-focused and at ease with ambiguity – strategic when needed, hands-on when required. Based in Barcelona, Spain (hybrid office/home); occasional international travel as needed.
- Preferred: hands-on familiarity with Aprimo, Salsify, Aprimo Work Management, adaptation platforms (Hogarth, Celtra, Canva) and AI tools such as Claude, Gemini, Adobe Firefly / GenStudio, CreativeX, DragonFly, Profound, Jellyfish, Evertune.
Duracell is the world’s leading manufacturer and marketer of high-performance alkaline batteries, complemented by a portfolio of high quality, market leading specialty, rechargeable and professional batteries. Duracell’s products power numerous critical professional devices across the globe such as heart rate monitors, defibrillators, telemetry devices, smoke detectors, fire alarms, automated valves and security systems. As the leader in the professional power category, Duracell has a rich history of innovation, continuously introducing batteries that are smaller, thinner, with more energy and longer lasting than competitive brands. Since March 2016, Duracell has found its permanent home within Berkshire Hathaway (ranked #4 World's Most Admired Companies by Fortune Magazine and #3 in the Fortune 500), and will continue to focus on sustainable growth, industry-leading innovation while creating long-term value for our customers and consumers. At Duracell, integrity, end-to-end accountability across all levels, fast decision-making and a “can do” attitude is highly valued.
