Job Title – Principal System Analyst (Marketing Platforms)
The Purpose of This Role
As a Marketing Platforms Analyst within the Marketing Data, Orchestration and AdTech organization, you will play a critical role in enabling and optimizing the end-to-end marketing ecosystem. The purpose of your role is to bridge customer data, audience management, campaign activation, customer journeys, measurement, and optimization across multiple marketing technology platforms.
You will partner with Marketing Channel, Data Enablement, Platform Engineering, CKSI, and AdTech teams to design, implement, and measure personalized customer engagement strategies while ensuring efficient utilization of MarTech and analytics platforms. You will serve as a key contributor in driving data-informed marketing decisions and improving customer experience across channels.
The Value You Deliver
· Analyze and optimize the flow of customer data from source systems through CDPs, Marketing Automation and Cross-channel Engagement and Activation Platforms.
· Support audience creation, segmentation, and qualification strategies to enable targeted and personalized customer engagement.
· Collaborate with marketing teams to design and implement multi-channel campaigns across email, web, paid media, and digital channels.
· Partner with platform administrators, engineers, and marketers to onboard new marketing capabilities and enhance platform adoption.
· Develop insights and recommendations using data analysis to improve campaign effectiveness and customer experience.
· Support customer journey mapping and lifecycle marketing initiatives through data-driven decision-making.
· Evaluate platform capabilities and provide recommendations for process improvements, automation opportunities, and ecosystem optimization.
· Serve as a liaison between business stakeholders and technology teams to gather requirements, prioritize enhancements, and resolve operational challenges.
· Support experimentation initiatives including A/B testing, audience testing, and campaign performance analysis.
· Promote best practices across customer engagement, marketing measurement, audience management, and marketing operations.
The Skills that are Key to this role
Technical / Behavioral
· Strong understanding of modern marketing ecosystems including CRM, CDP, Marketing Automation, Journey Orchestration, AdTech, Personalization, and Analytics platforms.
· Strong analytical and problem-solving skills with the ability to translate business questions into actionable insights.
· Experience working with customer segmentation, audience development, funnel analysis, attribution, and campaign measurement.
· Ability to understand customer journeys and connect marketing activities to business outcomes.
· Strong stakeholder management and communication skills with the ability to influence across cross-functional teams.
· Proven ability to manage multiple initiatives simultaneously and effectively prioritize competing demands.
· Experience gathering business requirements and translating them into platform and reporting solutions.
· Strong attention to detail and commitment to data quality and governance principles.
· Ability to work in highly matrixed organizations and partner effectively with Marketing, Data, Engineering, and Operations teams.
· Excellent written, verbal, and presentation skills.
· Comfortable operating in an evolving environment with changing business priorities.
· Demonstrated ability to learn new technologies and adapt to emerging marketing platforms and industry trends.
· Experience working with distributed global teams across multiple time zones
How Your Work Impacts the Organization
The Marketing Platforms team supports the organization's customer engagement strategy by enabling seamless integration of customer data, marketing technologies, audience activation, campaign execution, and performance measurement. The team works across Marketing, Data, Engineering, and AdTech functions to drive scalable, measurable, and customer-centric marketing experiences.
In this role, your contributions will directly influence customer engagement effectiveness, marketing efficiency, platform utilization, and business growth by ensuring that marketing investments are measurable, optimized, and aligned to customer needs.
Fidelity’s hybrid working model blends the best of both onsite and offsite work experiences. Having the majority of our associates work onsite is important for our business strategy and our culture. We also value the benefits that working offsite offers associates. Most roles listed as Hybrid will require associates to work onsite all business days of every other week in a Fidelity office. This does not apply to roles listed as Remote or Onsite.
The Expertise We’re Looking For
· 8+ years of experience in Marketing Operations, Marketing Technology, Customer Engagement Platforms, CRM, Lifecycle Marketing, Marketing Analytics, or related domains.
· Strong understanding of customer data platforms, audience management, customer journeys, and marketing measurement.
· Experience with marketing analytics, attribution, experimentation, and reporting frameworks.
· Proficiency in SQL for data analysis and audience validation.
· Experience with Power BI, Tableau, or comparable business intelligence tools.
· Advanced Excel skills and strong data interpretation capabilities.
· Basic knowledge of Python or other analytical programming languages preferred.
· Understanding of digital advertising concepts including audience syndication, retargeting, conversion tracking, and privacy-driven marketing strategies.
Company Overview
Fidelity Investments is one of the world's largest providers of financial services. Headquartered in Boston, US, Fidelity's goal is to make financial expertise broadly accessible and effective in helping people live the lives they want. Privately held for nearly 70 years, Fidelity employs 75,000 associates who are focused on the long-term success of our customers. FMR (Fidelity Management & Research) India is the Global Inhouse Center of Fidelity Investments. Headquartered at Bangalore, where operations commenced in 2003, FMR India has another fully functional unit at Chennai. To know more visit: FMR India
Location: Bengaluru
Shift Timings: 11am – 8pm IST
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