Job Title IAM Lead - Customer Location Asda House Employment Type Full time Contract Type Permanent Hours Per Week 37.5 Salary Competitive salary plus benefits Category Cyber Security Closing Date 10 October 2025 Job Title: Customer Identity Lead Location: Leeds (Onsite at least 3 days per week) Department: Identity and Access Management / Cyber Security Reports to: Head of Identity & Access Management Job Summary: We are seeking a Customer Identity Lead with expertise in AD B2C to lead the strategy, design, and execution of our Customer Identity and Access Management (CIAM) capability across all digital retail channels. You will play a key role in delivering secure, personalised, and seamless identity experiences for millions of customers interacting with our eCommerce platform, mobile apps, loyalty programs, and in-store services. In this role, you’ll oversee the management of our ADB2C platform, enabling modern authentication flows, integrating identity into customer journeys, and aligning with data privacy and compliance requirements. You’ll work closely with product, security, marketing, and engineering teams to create a frictionless identity layer that supports scalable customer engagement to deliver unified identity, consent, and profile data to drive personalized customer engagement, as well as planning and leading the next phase of the journey transitioning to Entra External ID and beyond. Key Responsibilities: Customer Identity Strategy & Governance • Define and execute the CIAM strategy leveraging AD B2C to support secure and scalable customer authentication. • Serve as subject matter expert for all identity-related features and initiatives across digital retail platforms. • Develop and enforce identity governance policies, including consent, data retention, and customer lifecycle management. Platform Management (AD B2C) • Configure and manage Azure AD B2C custom policies, user flows, API connectors, and identity providers. • Design and optimise sign-up/sign-in experiences, password reset, multifactor authentication (MFA), and social login integration. • Integrate ADB2C with eCommerce, mobile apps, loyalty platforms, CDPs, and customer support tools. Lead the transition from ADB2C to Entra External ID Salesforce Integration • Collaborate with Salesforce teams to manage the integration of ADB2C with Salesforce Marketing Cloud and Service Cloud. • Enable identity data sync for personalized campaigns, customer journeys, and service case management. • Ensure secure identity token exchange and profile synchronization between ADB2C and Salesforce CRM/CDP systems. Customer Experience & Personalization Support • Collaborate with UX, marketing, and personalisation teams to ensure identity flows support seamless, branded experiences. • Enable progressive profiling and identity attributes that drive personalised recommendations and loyalty features. • Support Single Sign-On (SSO) across digital properties and partner platforms. Security, Compliance & Risk Management • Support modern authentication standards (OAuth 2.0, OpenID Connect, SAML) using ADB2C. • Ensure platform compliance with data protection regulations (GDPR, CCPA, etc.) including consent and preference management. • Monitor identity-related threats and partner other with security teams to manage incident response and fraud prevention. Collaboration & Stakeholder Management • Partner with cross-functional teams including product, marketing, legal, and engineering. • Act as the primary point of contact for all customer identity-related platform enhancements and incident resolutions. • Lead a small team of 3rd party identity engineers. Qualifications: Required: • Solid experience in Identity & Access Management, including implementing or managing AD B2C in a production environment. • Strong hands-on experience with ADB2C user flows, custom policies, REST API integration, and Azure AD Graph / Microsoft Graph. • Proficiency in authentication standards: OAuth 2.0, OIDC, SAML. • Experience in retail, eCommerce, or high-volume consumer-facing environments. • Familiarity with customer privacy and data protection regulations (GDPR, CCPA). • Ability to translate technical capabilities into customer experience outcomes. Preferred: • Experience integrating ADB2C with Microsoft technologies. • Exposure to loyalty platforms, CDPs, or CRM integration. • Cloudflare experience • Microsoft certifications a plus. Everything you'll love To ensure we balance moments where we know we need to collaborate together and the need for flexibility, Asda has a hybrid way of working with a minimum 3 days a week in one of our Home Offices. Over and above this, each area of Asda may have additional requirements which may require spending more days in the office, visiting suppliers, stores or depots. You will also get an excellent benefits package including: Discretionary company bonus Company pension up to 7% matched Company Car allowance of £5,700 15% colleague discount in store and online Free access to wellbeing services such as Wagestream, 24/7 virtual GP, counselling, health and dental cash plans and a 24/7 employee assistance helpline, alongside discounts across a range of services and activities, from airport parking, enhanced to theme parks and cinemas. Asda Allies Inclusion Networks – helping colleagues to make sure everybody is included and that our differences are recognised and celebrated Excellent parental leave policies, including maternity & adoption leave, paternity leave, shared parental leave, neonatal care leave, and support for those doing fertility treatments. We want all colleagues to be able to bring their best and true selves to work, every day. Simply put, we want our colleagues to be Proud to be Asda and proud to be themselves