Omnichannel architect – the translator between business, data and technology
omnichannel24 connects strategic ambition with technical execution. At the center: an experienced architect who mediates between marketing, IT, CRM and data – and turns that into a working system.
The person behind it
Christopher Dettinger
Omnichannel Orchestration Architect
Independent martech architect focused on Adobe Experience Platform, Journey Optimizer, Salesforce Marketing Cloud and Real-Time CDP – and the data foundations behind them. I build the infrastructure that carries digital marketing in regulated industries: from identity graph to journey, from warehouse to field force.
My approach
I don’t deliver slide decks that someone else has to implement. I work hands-on and highly conceptually on the “how” behind omnichannel: target architecture, data foundation and orchestration – across CRM, web, content and the data layer, in global multi-country environments at different maturity levels.
- 10+ years of omnichannel strategy, martech architecture, CRM and digital transformation
- Deep expertise in Adobe Experience Cloud and Salesforce/Veeva
- Focus on regulated industries: pharma, medical, financial institutions
- From assessment to target architecture to a pragmatic roadmap
Roles
From the marketing requirement to the data model – the same person.
During an implementation I cover what enterprises usually spread across several roles. The concept doesn’t stall at handover, because I build it myself – and then teach the team.
Architecture
Solution & Data Architect
Target picture, data model (XDM), pipelines from warehouse and third-party systems, TTL and deletion concepts, data guardrails. The system of record stays in-house.
Delivery
Campaign Engineer
Journeys, templates with personalization, audience setups, dry runs before go-live, journey monitoring. Campaigns that run – not just concepts.
Operations
Platform Admin
Sandboxes and production, SAML/SSO, role models, admin rights, seed lists, domains and IP warm-up for deliverability.
Integration
Integration Engineer
APIs and data return flows, SMS and push integration, tagging for Adobe Analytics and Veeva, connection to Salesforce Marketing Cloud.
Product
Website Product Owner
Backlog and prioritization for web platforms across content, tracking and CRM – in global pharma environments.
Marketing
Digital Marketing & Analytics
Digital marketing strategy, campaign planning and dashboards – including training internal teams. This side of the work is why I can translate marketing requirements into data models.
Visibility
GEO & AI Visibility
Findability for regulated brands when the answer comes from a language model: prompt monitoring, source analysis and share of voice – within the limits set by pharmaceutical advertising rules and approval processes.
Enablement
Enablement & Trainer
Multi-day workshops for marketing and campaign teams, approval workflows, agency steering, support during rollout.
Certifications
Proven, not claimed
One project in detail: attribute catalogue, schema design and security audits at a bank →
Architecture depth and product ownership – both certified, both in daily use.
Adobe Certified Expert
Adobe Journey Optimizer Developer – Expert
Certified developer expertise for journeys, events and decisioning in AJO – the orchestration layer of Adobe Experience Platform.
Agile Delivery
Scrum Product Owner Certified (SPOC)
Product ownership the Scrum way: backlog control, value-based prioritization, stakeholder alignment – so rollouts get delivered, not managed.
Scrum.org · Issued Feb 2023 · Credential ID 916297
What an omnichannel architect actually does
The title is not standardised. The job ads describing it contradict each other, which is a fair sign that nobody has settled it. Here is the version I work to.
The architect owns the layer underneath the campaigns: how data arrives, how it is modelled, how identities resolve into one person, how audiences are built, what governs them, and how all of that reaches a channel. Nine capabilities in a row – I walked all nine using Adobe Experience Platform as the worked example.
In a normal week that means reading a data model and saying which decision inside it can no longer be reversed. Tracing why two channels disagree about who a customer is. Writing down what a platform enforces as opposed to what it merely recommends. And putting that in front of a marketing lead, a legal reviewer and a platform admin in a form each of them can act on.
The case for one is narrower than the title suggests: several channels, more than one system holding customer data, and a consent or regulatory constraint that makes “just sync everything” the wrong answer.
How I work
Usually alongside an in-house team rather than instead of one. Focus on pharma, medical and financial services, remote from Munich with travel where a workshop needs a room. If that matches your situation, write to me.