Responsibilities

• The Sr. Manager, VS & VSB CRM is responsible for developing and executing the VS & VSB customer lifecycle strategy and guiding the activation of key customer experiences across owned channels to achieve annual, seasonal, and quarterly customer goals, specifically focused on existing customer engagement and retention.
• Key responsibilities in achieving the customer goals are cross-functional partnership and data sharing, identifying customer behavior trends and opportunities, turning insights into actionable strategies that increase customer value and longevity.
• The Sr. Manager plays a critical role in maintaining marketable customer file growth and file health.
• Curious and data-driven, this leader brings analytical rigor and strategic insight to elevate lifecycle marketing across the VS & VSB brands.
• Set the strategic vision for the Direct Mail print program by leveraging data‑driven insights to refine audience targeting, optimize creative and format decisions, and guide investment across vendors and channels, delivering measurable improvements in cost efficiency, response and conversion rates, incremental lift, and overall CRM ROI
• Oversee the development and execution of Bonus Card/bounce back programs across print and digital executions. Guide the long-term roadmap, optimizing the customer and operational experience while driving category exploration and repeat category penetration.
• Partner with Customer Analytics, Customer Insights, Brand Strategy, Digital Merchandising, Loyalty team and more – to focus on Customer goals by customer state and any category or sub-category specifics.
• Translate insights into clear, data-driven strategies that improve onboarding, activation, engagement, retention, and reactivation across channels in support of the identified customer goals.
• Support presentation of insights and recommendations to leaders, cross-functional partners, and direct reports to ensure insights are deeply understood, accurately interpreted, and effectively leveraged for activation.
• Drive ongoing focus on marketable customer file growth and overall file health

Requirements

• Bachelor’s degree in marketing, Business, Analytics, Economics, or related field.
• 5–7 years of experience in CRM, lifecycle marketing, marketing analytics, or customer insights.
• Strong analytical skills and strategic thinking skills with proven experience in an innovative space.
• Experience developing and managing a pre-season budget; with optimizations in-season
• Direct experience with CRM owned marketing drivers (Email, Push, SMS, Direct Mail)
• Ability to translate data into strategic recommendations.
• Strong communication and storytelling skills.

Benefits

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