Key Responsibilities and Required Skills for Omni-Channel Specialist

🎯 Role Definition

The Omni-Channel Specialist is a cross-functional operator who plans, executes, and measures integrated customer experiences that bridge online and offline channels. This role coordinates campaigns, merchandising, inventory and fulfillment strategies while leveraging CRM/CDP data, analytics, and testing frameworks to increase conversion, lifetime value and customer satisfaction. The ideal candidate partners with marketing, e-commerce, store operations, merchandisers, IT and analytics to ensure consistent brand messaging, personalized content, and frictionless purchase journeys such as BOPIS, curbside pickup, and ship-from-store.

📈 Career Progression

Typical Career Path

Entry Point From:

Marketing Coordinator (Digital / CRM)
E‑commerce Analyst / Associate
Retail Operations Coordinator
CRM or Email Marketing Specialist

Advancement To:

Omni-Channel Manager / Senior Omni-Channel Specialist
E‑commerce Manager / Head of Omnichannel
Director of Customer Experience / Director of Retail Operations

Lateral Moves:

Digital Marketing Manager
CRM/Retention Manager
Merchandising or Category Manager
Loyalty Program Manager

Core Responsibilities

Primary Functions

Develop and execute the omni-channel strategy and roadmap to create seamless customer journeys across online (web, mobile app), social, email, call center and physical retail stores, aligning tactics with business objectives and seasonal calendar.
Manage end-to-end campaign orchestration across channels: plan, configure, QA, launch and monitor omni-channel promotions, coordinated creative, and messaging cadence to ensure consistent customer experience and revenue goals.
Lead customer journey mapping and audience segmentation using CRM/CDP data to design targeted, personalized programs (welcome, cart recovery, post-purchase, lifecycle nurture) that increase conversion and retention.
Own customer data integration requirements: lead integrations between CDP/CRM, marketing automation, e‑commerce platform, POS and inventory systems to drive accurate identity resolution and real‑time personalization.
Configure and maintain marketing automation flows (e.g., lifecycle, transactional, abandoned cart) and tagging across tools to support triggered and behavioral communications.
Design, execute and analyze A/B and multivariate experiments across channels (landing pages, email creative, push notifications, in-app flows, paid media landing experiences) to improve conversion and engagement.
Define and report on omni-channel KPIs (e.g., omni-channel revenue, digital-to-store conversion, AOV, LTV, repeat purchase rate, channel attribution) and deliver weekly/monthly performance insights to stakeholders.
Collaborate with merchandising and inventory teams to align pricing, promotions, assortment, and availability across channels, including execution of BOPIS, ship-from-store, and endless-aisle initiatives.
Coordinate fulfillment and operations requirements for omnichannel offerings (BOPIS, curbside pickup, ship-from-store, delivery) including SLA definitions, SOPs, and store training.
Implement and maintain channel harmonization for price, promotion and messaging governance to minimize channel conflict and protect margin.
Work with UX and product teams to specify omnichannel features and improvements for web and mobile (unified cart, store availability, localized content, pickup flow optimization).
Manage vendor relationships and technical partners (CDP, OMS, POS, marketing automation, DSPs) to deliver integrations, data flows, and feature enhancements on schedule and budget.
Provide QA and monitoring of channel experiences (email render tests, app push validation, web personalization checks, POS signage) and own incident triage for cross-channel failures.
Build and maintain reusable campaign templates, localization workflows, and creative standards to accelerate omnichannel program execution and maintain brand consistency.
Translate business requirements into technical briefs for engineering/data teams, prioritize backlog items, and ensure delivery of critical omni-channel capabilities.
Drive attribution modeling and channel performance analysis to inform budget allocation and campaign optimization across paid, owned and earned channels.
Monitor customer feedback loops (NPS, reviews, store feedback, customer support tickets) to identify omni-channel friction points and prioritize fixes with product and ops.
Lead regular cross-functional stand-ups and post-mortems to align stakeholders, surface risks and document lessons learned for continuous improvement.
Implement loyalty and retention strategies that span channels, including sign-up flows, reward redemption in-store and online, and personalized loyalty communications.
Maintain and enforce omnichannel governance around data privacy, consent management, and opt-out handling across all touchpoints.
Create forecasts and scenario models for omni-channel promotions and operations impacts (traffic shifts, store demand, fulfillment capacity) to support planning and inventory allocation.
Provide training and enablement for store teams and customer support on new omni-channel features, scripts and processes to ensure consistent customer handling.
Champion a data-driven culture by translating analytics into actionable recommendations and building dashboards for executive, marketing and store operations audiences.
Identify opportunities to leverage new channel capabilities (social commerce, conversational commerce, voice, in-app commerce) and pilot proof-of-concepts to expand omni-channel reach.

Secondary Functions

Support ad-hoc data requests and exploratory data analysis.
Contribute to the organization's data strategy and roadmap.
Collaborate with business units to translate data needs into engineering requirements.
Participate in sprint planning and agile ceremonies within the data engineering team.
Assist with documentation of omnichannel processes, runbooks and SOPs to streamline cross-team delivery.
Help maintain channel tag libraries, naming conventions and UTM standards to ensure clean multi-channel reporting.
Coordinate with legal and compliance on promotional copy and data usage for international or regulated markets.
Support holiday and peak season readiness planning, load testing and escalation matrices.
Mentor junior team members and provide subject-matter expertise for cross-functional projects.

Required Skills & Competencies

Hard Skills (Technical)

Deep working knowledge of omni-channel platforms and tools: CDP/CRM (Salesforce Marketing Cloud, Customer Data Platform tools, Braze, Klaviyo), marketing automation (Marketo, Oracle Responsys), and e‑commerce platforms (Shopify, Magento, Salesforce Commerce Cloud).
Hands-on experience with analytics and visualization tools: Google Analytics / GA4, Adobe Analytics, Mixpanel, Tableau, Looker, or Power BI.
Proficiency in SQL for segmentation, cohort analysis, and extracting campaign-level insights from behavioral datasets.
Familiarity with POS/OMS/inventory systems and integrations (e.g., Netsuite, Oracle Retail, Shopify POS) including store fulfillment flows (BOPIS, ship-from-store).
Experience with experimentation platforms and A/B testing frameworks (Optimizely, VWO, Google Optimize or built-in personalization tools).
Understanding of customer identity resolution, data governance, consent management and GDPR/CCPA implications.
Competence with digital advertising and attribution tools (Google Ads, Meta Business Manager, DSPs, MMPs) and multi-touch attribution modeling.
Comfortable authoring technical requirements, acceptance criteria and managing API integrations between marketing and commerce systems.
Strong Excel skills including pivot tables, VLOOKUP/XLOOKUP, and experience building financial or channel mix models.
Familiarity with content management systems (CMS), localization and product information management (PIM) workflows.
Experience setting up and maintaining tagging frameworks, UTM strategies and tracking for cross-channel measurement.
Bonus: familiarity with Python/R for advanced analytics, and/or experience with headless commerce and progressive web apps.

Soft Skills

Excellent cross-functional stakeholder management and communication skills; able to translate technical concepts to non-technical partners.
Strategic thinker with a customer-first mindset and strong commercial acumen.
Highly organized project manager with the ability to prioritize competing initiatives and deliver on tight timelines.
Strong analytical and problem-solving skills; comfortable working with ambiguous data and proposing testable hypotheses.
Collaborative team player who can influence without direct authority and build consensus across marketing, ops, sales and engineering.
Detail-oriented with a bias for quality assurance and operational excellence.
Comfortable in a fast-paced, iterative environment and adaptable to change.
Coaching and mentoring capability to develop junior teammates and run cross-training sessions.

Education & Experience

Educational Background

Minimum Education:

Bachelor's degree in Marketing, Business Administration, Information Systems, Data Analytics, or a related field.

Preferred Education:

Bachelor's with specialization or a Master's degree (MSc, MBA) in Marketing, Analytics, Retail Management, or related disciplines.
Certifications: Google Analytics / GA4, Salesforce, SQL, Scrum/Product Owner or Marketing Automation vendor certifications are a plus.

Relevant Fields of Study:

Marketing, Digital Marketing or Advertising
Business Administration / Management
Information Systems, Data Science, Analytics
Retail Management, Supply Chain, Operations

Experience Requirements

Typical Experience Range:

3–6 years of progressive experience in omnichannel marketing, e-commerce operations, CRM, or retail merchandising with demonstrable cross-channel program ownership.

Preferred:

5+ years experience managing omni-channel programs at scale, with hands-on experience integrating CRM/CDP with e-commerce and POS systems, leading cross-functional initiatives, and delivering measurable revenue and retention improvements. Experience in retail, CPG, fashion, or large-scale direct-to-consumer businesses is highly desirable.