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IAM Lead - CustomerTechnology
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"
Find your everything
Apply here
Why Asda?
We’re a really values-led organisation. Our mission means we encourage everyone to be open and honest. We work creatively and collaboratively with each other, valuing everyone’s input. We get on with things, we make them happen. As so many people across the UK rely on us, we have to.
Our Creating Change for Better programme tackles the major challenges facing our business and society today and guides our efforts on where we can make the biggest difference by reducing our environmental footprint, creating healthier products and supporting our communities.
Big businesses like ours offer big opportunities. With more than 1,000 stores across the UK, from superstores and Asda Living to petrol stations, as well as depots and Express stores. £60m+ in revenue taken every day. We conduct £300m worth of transactions every week. Our website handles 2 million transactions a month. And 75% of the UK shop in Asda every year.
Rewards and Recognition
Free remote GP service
Available to you, your partner and your children, 24/7, year round.
Pension
Save for retirement with up to 7% matched contributions from Asda.
Free physiotherapy consultations
Helping you and your partner take care of yourselves with 8 free sessions per year.
Colleague discounts
15% off at our stores year round – get discounts on groceries and George clothes year round, and even special double discount events.
Company car
Choose a brand new electric company car or a cash allowance within certain roles, the choice is yours.
Mortgage advice
Whether you’re a first-time buyer, renewing your mortgage, looking at buy to lets, or simply after some advice in getting a mortgage, get free* unbiased advice through the Mortgage Advice Bureau (MAB), one the UKs largest mortgage brokers.
Confidential support helpline
Find free emotional, practical, and financial support that’s fully confidential, through a helpline that’s available 24/7, year round.
Cycle to work
Buy a bike through this scheme and save on tax and national insurance.
Financial support
Find financial wellbeing tools and support, including the ability to stream your pay.
Free eye tests
Head to our in store opticians for a free checkup and take care of your vision.
Bonus
Sharing our success with a discretionary bonus scheme that really rewards your contributions.
Cancer support
Guidance and support for you and your family, from before diagnosis, to treatment and beyond.
Paid time off
From holiday to sick leave and other types of leave, such as parental leave.
Mental health support
Access free mental health support for you and your family.
Support and advice with care
If you’re supporting older family or friends with care and support, find free, confidential information, expert support, and guidance about later life care for your loved ones through the Legal & General Care Concierge service.
Hybrid working
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. Each area of Asda may have additional requirements which may require spending more days in the office, visiting suppliers, stores or depots
Benefits you’ll only find here
You’ll get a 15% colleague discount and exclusive retail discounts, not to mention 15% off your food at Greggs, Burger King and Subway within Asda Express stores!
Setting your loved ones up for the future
As part of the team, you’ll get life assurance.
Guaranteed contracted hours
All colleagues are guaranteed weekly contracted hours / guaranteed weekly shifts via their contract of employment which is agreed with the hiring manager.
Everything that makes us different, makes us Asda
Our colleague-led inclusion networks, including our DisAbility, Race & Ethnicity, Women at Asda, LGBTQIA+, and our Wellbeing Network, are all about giving our colleagues a space to share their stories, experiences, and perspective. Supported by our dedicated Executive Ambassadors and led by our ten passionate co-chairs, our Networks help us make changes that make life better for every colleague.
Transforming communities and changing lives
Our stores, distribution centres, and head offices work in local communities across the UK – and we want to be a real part of making a difference for them. From our amazing 400 Community Champions to our charity, The Asda Foundation, we’ve got loads of ways to help local groups and charities. Our outreach programmes, grants, and Community Champions are all about listening to our communities’ needs – to shape projects and initiatives that will make a real impact for local people.
Our commitment to the Armed Forces
Here at Asda, we’re dedicated to helping the Armed Forces rediscover their everything after service. We guarantee interviews for people who have left service and meet the minimum criteria for a role, provide leave for reservists’ training, support for cadet training, and employment opportunities for their partners. And that’s why we have over a thousand new colleagues from the Armed Forces Service Leaver Community join us every year.
Technology roles
Our Technology teams thrive on transforming data into our own platforms and in-store solutions that give us more freedom in what we can do – and make a real impact across our business.
From a culture perspective, everybody is so friendly and really helpful and really kind of energised by the scale of the task here.
Robin,
Group Technical Delivery Manager for e-Commerce,
Leeds
Tech Awards
Nicole Tinnion named in Women to Watch Index 24
Nichole Tinnion - Senior Director in Asda Technology
An absolute honour to be listed in the Women To Watch Index for 2024. It’s the first time Technology and Engineering has had its own section and I couldn’t be prouder to have been put forward, never mind selected.
I am extremely lucky to have been surrounded by great people at Asda who I learn from every day, but also by those around me at home who make me a better human every day.
For anyone who thinks they can’t be their true self everyday and be successful, trust me, you can!
Work where it works
Here at Asda, we think that the best way to work is to do it where it works best. That’s why all of our teams who are able to work from home, work with each other to figure out a pattern that works for you all, and the business needs. So you can get the most out of work, whether that’s at home, the office, or both.