Digital Product Specialist

The Digital Product Controller will manage and implement assigned key initiatives within the Emirates digital product strategy, ensuring alignment with the business objectives of client stakeholders and wider CCMB strategy. Responsible for implementing the agreed backlog of features for Emirates Group brands web, mobile and app properties. Develop and utilise subject matter expertise, whilst putting the customer first and ensuring best in class brand user experience, interaction design and content development. Act as champion for the broader Digital strategy and ensure all assets adhere to Emirates Brand guidelines. Ensure projects are delivered to scope, quality, and timelines. 

In this role you will:

• Collaborate with wider Digital Experience team, IT, and business stakeholders to increase the value of existing, established products through product optimisation. Identify areas of where technical capabilities are not fully leveraged and drive product enhancements. This includes: 

- Ownership of all product related documentation and briefing/hand off documentation including, product requirements, design brief and test criteria.

- Responsibility for User Acceptance Testing of product enhancements to ensure customer experience quality and consistency standards have been met.

- Working with Customer Strategy & Retention to ensure any UX enhancements support the communication strategy and customer journey vision.

• Assist in creation & execution of Digital Experience roadmap set by the Digital Product Owner(s). Work in collaboration with Digital Analytics, Digital Research and Design teams to:

- Understand what the customer expectations are from our digital experience.

- Understand digital channels analytics to drive understanding of user behaviour that will support timely and informed product decision making. Support the Product Owners in the gathering/interpretation of customer data & insights from research outputs.

- Develop hypothesis that can be validated through appropriate quantitative and qualitative tests to ensure we we can create customer-focused digital experiences that are intuitive, engaging, and personalised.

• Work with the Digital Product owners to document scope and requirements for all new products/capabilities. This should include:

- Ownership of all product related documentation and briefing/hand off documentation including, product requirements, design and test criteria.

- Identification and documentation of Minimum viable Product (MVP) and additional phases that will deliver improved customer experience/increased revenue in the shortest time.

- Responsible for User Acceptance Testing of new product features and capabilities to ensure customer experience quality and consistency with Emirates Group standards.

- Liaise with IT and CCMB department on the planning and delivery of product launches to global audiences ensuring agreed sign off and roll out procedures are met.

• Provide recommendations to Group & Central Portfolios MMC/MCMs against briefs and business unit requirements to support the effective fulfilment of digital marketing campaigns.
• Remain up to date on changes and trends in digital user experience and product management. Use this to identify opportunities and share these with the wider team (UX team and MMC team).
• Ensure that all content on the sites within the assigned portfolio is maintained and updated when required.  This will include producing content briefs for the Digital Production team to work from and in some instances updating content directly in Umbraco when required.
• Work with analytics and insight team to interpret data, analyze results using statistical techniques to identify trends and analysis relating to key digital products.