IAM Lead - Customer

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.

IAM Lead - Customer

Asda House

Full time

Permanent

37.5

Competitive salary plus benefits

Cyber Security

2 March 2026

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  beyond.

• 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.

• 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

• 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.

• 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.

• 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.

• 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.

• 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.

• Experience…