Jonathan Chiriboga
Director, Marketing Innovation & Digital Excellence @AstraZeneca
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WORK HISTORY
Director, Marketing Innovation & Digital Excellence @AstraZeneca
Mississauga, ON, CA
Results-driven Marketing Leader specializing in digital transformation, customer engagement, generative AI, and omnichannel marketing. Proven expertise in developing and executing data-driven marketing strategies, leveraging emerging technologies, and customer experiences (CX) to drive business growth.As Director of Marketing Innovation & Digital Excellence, I lead a high-performing team in shaping and executing forward-thinking digital marketing strategies that enhance customer engagement, personalization, and brand impact. With a strong focus on omnichannel excellence and MarTech integration, I drive initiatives that transform how brands connect with their audiences. Building High-Performing Teams – Developing and mentoring top marketing talent while fostering a culture of innovation, collaboration, and continuous learning to stay ahead in the evolving digital landscape. Enterprise-Wide Digital Transformation – Leading the implementation of digital roadmaps, enhancing user consent and personalization, advancing digital platforms, and optimizing content strategies to maximize engagement. Generative AI Evangelist – spearheading the strategic rollout of diverse AI tools across the organization; championed internal adoption and established best practices that significantly optimized operational workflows and drove measurable time and cost efficiencies. Omnichannel Go-To-Market Strategy – Spearheading integrated marketing campaigns, utilizing MarTech, AI, and analytics to drive customer acquisition, retention, and loyalty across multiple channels. Cross-Functional Leadership – Collaborating with senior leaders across marketing, sales enablement, and customer experience to integrate digital marketing strategies into broader business objectives for measurable impact. Passionate about digital marketing innovation, AI-driven personalization, and leveraging cutting-edge MarTech to enhance customer engagement, business growth, and brand success.
EDUCATION
Ryerson University
Masters in Business Administration (MBA), International Business
Ryerson University
Bachelor of Commerce (B.Comm), Marketing Management
SKILLS
ABOUT JONATHAN CHIRIBOGA
Architecting high-impact strategies for global brands: Mercedes-Benz, McDonald’s, The Home Depot, and AstraZeneca.I lead at the intersection of digital customer experience, data-driven marketing, and enterprise transformation. By fusing human insight with technology, I drive significant commercial growth. With over 20 years of experience, I specialize in modernizing the customer journey and scaling MarTech ecosystems across complex global organizations.Core Expertise: Generative AI Strategy | Marketing Automation | CRM Transformation | Omnichannel GTM | Scalable Personalization | MarTech Optimization | Change LeadershipCurrent Impact: AstraZenecaAs Director of Marketing Innovation and Digital Excellence, I steer the national digital roadmap and enterprise go-to-market model. My current priorities include:* Driving AI Evolution: Serving as the organization’s Generative AI Evangelist, rolling out diverse AI capabilities to optimize workflows and drive significant time and cost efficiencies.* Modernizing Engagement: Architecting the \"myAstraZeneca\" ecosystem to revolutionize HCP engagement while advancing enterprise consent and personalization frameworks.* Leading Transformation: Unifying brand, data, and technology to break down organizational silos and strengthen digital fluency across the business.Selected Career HighlightsMcDonald’s: Spearheaded a digital revolution by launching the first CRM, loyalty program, and eCommerce engine. I led the CX design and positioning for the \"myMcD’s\" app, driving millions of downloads and establishing a massive digital acquisition engine.The Home Depot: Engineered integrated, digital-first marketing strategies that leveraged deep customer insights to increase traffic, conversion, and category growth.Mercedes-Benz and Global Brands: Developed high-performance digital architectures that bridged the gap between luxury brand experience and measurable commercial impact.Leadership Philosophy I do not just implement technology; I build innovation cultures. I specialize in cross-functional alignment by bringing marketing, data, and commercial teams together to deliver digital transformation at scale. My focus is helping organizations unlock growth through customer-centric experiences and strategic digital leadership.
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