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 Leadership Current Impact: AstraZeneca As 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 Highlights McDonald’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.