Page 301 - The Design Thinking Playbook

EXPERT TIP

The Digital Manager as an enabler
of digital transformation

The Digital Manager is dedicated to the topics with top strategic priority in terms of the development of
a digital offer. Today, he is usually the link between Marketing, Operations, IT, Innovation, and the Chief
Executive Officer (CEO). The CEO has made the theme of digital transformation a core issue of the corpo-
rate strategy. The Digital Manager is tasked with providing the required skills, platforms, and technology
components for a “seamless experience” and with implementing the digital initiatives. On account of a The new role of the
higher level of automation and maturity in the digital themes in many industries, Marketing will advance
into an artificial inteligence department, hence changing the role of the Marketing Manager as a digiti- Digital Manager
zation champion. In many areas, the Digital Manager already takes on the tasks of customer interaction,
communication, and their transition into digital experiences. In addition, he becomes an architect of digital Acts quickly and
updates the digital
ecosystems in which, on account of the new technologies, he also redefines the value streams and trans- strategy constantly
forms the business models. Implements the
digital strategy

Expedites machine
Connects with learning, AI, and
digital experts in data-driven experiments
and outside the
company

Recognizes signals
for new technologies

Uses business Transforms—more and
ecosystem more in the future—cus-
design and tomer needs into digital
breaks the rules experiences
of traditional
industries

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