Who uses Journey Designer

There are several marketing personas who work with Journey Designer, including customer experience designers, channel owners, and creative managers. Additional personas collaborate on the customer experience, such as marketing operations planners, customer data analysts, and marketing executives.

The responsibilities of these personas are described in the following table.

Table 1. Marketing persona responsibilities

User	Role	Responsibilities
Ann	Customer Experience Designer	Design the overall strategy for an omni-channel campaign with Anthony and Edward. Manage and align the work of single channel managers. Monitor and respond to ROI/P&L across campaigns.
Evan	Channel Owner	Run touchpoints that are personalized for each customer across the channel offerings. Ensure that the touchpoints contain the right content and are delivered to the right customers. Work with team members across the workflow stages to ensure that the final touchpoints meet all strategic requirements.
Carlos	Creative Manager	Design the creative items and work with copy writers to ensure that company messages are on brand. Collaborate with the marketing team on the offers and assets that are used to support the overall customer experience design.
Patty	Marketing Operations Planner	Distribute and monitor budget allocations across marketing initiatives so that they reflect the company’s business goals. Recommend budget reallocation based on the ongoing customer experiences throughout the year. Report on and justify budget allocations to executives.
Edward	Performance Analyst	Define and implement strategic approaches to align business goals with the customer’s expectations. Identify trends and customer behavior in the data that provides the business insights and intelligence. Act as the keeper of performance data and share the analysis and insights that optimize business results.
Anthony	Customer Data Analyst	Identify new market segments and determine how personas align to them. Work with the larger team to ensure that customer experiences align to the defined market segment and the company’s business goals. Discover and analyze external data to supplement knowledge of their customers and business opportunities or risks.
Tom	Vice President of Marketing	Oversee the overall activities of the broader marketing team. Direct the general strategy of the marketing team, by using data and advice provided by Ann, Anthony, and Edward. Report on the initiatives and results of the marketing team’s operations to the CMO.

The primary marketing persona for Journey Designer is Ann, the Customer Experience Designer. Ann works with Anthony (Customer Data Analyst), who creates the optimal path for the customer journey. Ann can use Anthony's optimal path as input for a new storyboard. Ann works with Patty (Marketing Operations Planner) for budget requirements and constraints for the customer journey.

Ann works with Evan, the Channel Owner, to define the touchpoints in the customer journey. Evan sets up and monitors the online touchpoints, such as emails, SMS, and mobile pushes. Ann and Evan work with Carlos, the Creative Manager, for the creative items in the customer journey, such as website landing pages and artwork for emails. Any of them can create work and approval requests for the touchpoints in a storyboard.