Read time 5 minutes
AI in Retail (AI and the future of the retail marketer)
Marketing today moves at the speed of the customer. But many marketing organizations are still structured around fixed roles, sequential workflows, and constant handoffs that slow execution and dilute accountability.
Positionless Marketing changes that.
Created by Optimove, Positionless Marketing frees marketing teams from the limitations of fixed roles, giving every marketer the power to execute any marketing task instantly and independently. By combining customer data, AI-powered creation, and automated optimization in a single platform, Positionless Marketing enables teams to move from insight to action without waiting on engineers, creatives, or analysts.
Below, we answer the most important questions about what it means to be a Positionless Marketer, and why it matters now more than ever.
A Positionless Marketer is a marketer who can independently execute across the marketing lifecycle — from insight to creation to optimization — without being constrained by rigid role definitions or dependent workflows.
Positionless Marketers are not generalists who “do everything.” They are empowered marketers who can act when the moment demands it, using technology that removes traditional barriers to execution.
Customer expectations have changed. Experiences are expected to be relevant, timely, and personalized... every time.
But most marketing teams are still organized for a slower era, where work moves sequentially between specialists and execution lags behind customer behavior.
Positionless Marketing closes this gap by removing structural friction. When marketers can access data, create assets, and optimize campaigns independently, speed and relevance become the default, not the exception.
Positionless Marketing drives growth by increasing execution velocity and improving relevance at scale.
By eliminating unnecessary handoffs, teams can:
This operating model has been proven to improve campaign efficiency by 88%, enabling teams to deliver stronger results without increasing headcount or operational complexity.
Positionless Marketing is enabled by three core capabilities within Optimove’s platform:
Together, these powers allow marketers to move seamlessly from idea to execution.
No. Positionless Marketing does not eliminate specialization — it removes unnecessary dependency.
Specialists still play a critical role in defining strategy, guardrails, and excellence. Positionless Marketing simply allows marketers to execute confidently within those guardrails, without involving specialists in every task, iteration, or adjustment.
The result is faster execution and better use of expert resources.
Yes. Positionless Marketing is not about innate talent. It is about access and empowerment.
When technology removes barriers to data, creation, and optimization, marketers at all levels can operate beyond narrow role definitions and contribute more broadly to performance.
What skills matter most for a Positionless Marketer?
The defining skill of a Positionless Marketer is decision-making confidence.
Positionless Marketers:
The focus shifts from task execution to ownership and impact.
AI is foundational to Positionless Marketing.
By embedding AI directly into decisioning, creation, and optimization, marketers can operate independently without sacrificing quality, consistency, or control.
AI turns complexity into action, enabling marketers to move at the speed of the customer.
Yes. Leading brands are already using Positionless Marketing to dramatically reduce execution time, remove internal bottlenecks, and scale personalized engagement.
By removing dependencies between teams and empowering marketers to execute independently, FDJ United transformed how marketing work gets done.
“In the past, we needed seven teams and six weeks to send a single campaign. Now, one person can do it in a day.”
— Rachel Parker, Global Head of Customer Marketing, FDJ United
This shift enabled FDJ United to move from slow, sequential workflows to rapid, customer-driven execution increasing speed, experimentation, and personalization without increasing headcount.
At Caesars Online Casino, Positionless Marketing collapsed campaign execution cycles from days to minutes.
Asadul Shah, VP of Online Casino Promotion Strategy, shared how removing engineering and operational handoffs allowed marketers to launch, test, and optimize campaigns in near real-time — responding to player behavior as it happened instead of relying on static promotions.
The result: smarter execution, faster iteration, and marketing that operates at the speed of the player.
In Positionless organizations:
Marketing becomes more agile, more relevant, and more effective — without added complexity.
Positionless Marketing is not about doing it all. It’s about removing what slows you down.
By freeing marketers from fixed roles and dependencies, Positionless Marketing unlocks human potential and enables teams to deliver the personalized, timely experiences customers now expect at scale.
This is not a future vision. It’s already how leading brands operate today.
For more insights, contact us to request a demo.
Get the Report: AI and the Future of the Retail Marketer
Discover how AI is accelerating Positionless Marketing
Pini co-founded Optimove in 2012 and has led the company, as its CEO, since its inception. With two decades of experience in analytics-driven customer marketing, business consulting and sales, he is the driving force behind Optimove. His passion for innovative and empowering technologies is what keeps Optimove ahead of the curve. He holds an MSc in Industrial Engineering and Management from Tel Aviv University.
