Responsibilities

• Architect and define comprehensive marketing strategies across Loyalty, Credit, Direct Mail, and Digital Owned Channels, ensuring alignment with long-term brand equity and business objectives.
• Support the development of strategic initiatives including lifecycle journeys, brand campaigns, and omni-channel activations, proactively identifying opportunities to drive engagement and customer retention.
• Oversee the strategy of the owned channels calendar, ensuring optimal contact frequency, customer experience, and alignment with critical business priorities.
• Lead and mentor a team of Specialists, fostering a culture of strategic thinking, agility in execution and performance optimization across Direct Mail, email, SMS, and app push campaigns.
• Champion a data-informed decision-making framework, translating complex performance metrics and competitive benchmarking into actionable strategic recommendations that drive continuous improvement.
• Partner with cross-functional leadership to define audience segmentation, personalization, and messaging strategies, ensuring a cohesive and elevated customer experience across all touchpoints.
• Drive the long-term test-and-learn roadmap, continuously evolving program strategies and innovation based on rigorous analysis of campaign-level engagement and customer behavior.
• Direct the strategic communication of campaign objectives, offer architecture, and success measurement to ensure cross-functional alignment and flawless operational execution.
• Engage in strategic team and vendor discussions to evolve the strategy of these programs connected to our core business objectives. Supports relationships with external partners to ensure timely, high-quality output.
• Establish, monitor, and optimize performance against set business plans and key KPIs including last-touch performance metrics, campaign-level engagement, and customer-level behavior.

Requirements

• 8–10+ years of progressive experience in Loyalty, CRM, lifecycle marketing, or owned channels, with a proven track record of driving enterprise growth in retail or eCommerce environments.
• Demonstrated success in architecting and scaling lifecycle marketing strategies, moving beyond channel management to holistic customer retention and lifetime value (CLV) optimization.
• Proven experience managing email, SMS, app push, or lifecycle marketing programs at scale.
• Expertise in defining and executing audience segmentation and personalization strategies that integrate across multiple touchpoints to drive incremental revenue.
• Experience setting and managing KPIs tied to engagement, traffic, conversion, trips, spend, retention, and revenue.
• Experience working with store operations and retail store teams on marketing initiatives that drive traffic, conversion and engagement.
• Bachelor’s degree or equivalent professional experience preferred.
• Advanced proficiency in leveraging enterprise-grade marketing technology (e.g., Salesforce Marketing Cloud, Adobe Campaign, Braze, Klaviyo) to drive automation, scalability, and data-driven insights.
• Familiarity with JIRA, Confluence, Microsoft Office, Excel, Google Analytics, in-platform reporting dashboards, and campaign performance tools.

Preferred

• Bachelor’s degree or equivalent professional experience preferred.
• Advanced proficiency in leveraging enterprise-grade marketing technology (e.g., Salesforce Marketing Cloud, Adobe Campaign, Braze, Klaviyo) to drive automation, scalability, and data-driven insights.
• Familiarity with JIRA, Confluence, Microsoft Office, Excel, Google Analytics, in-platform reporting dashboards, and campaign performance tools.