Responsibilities

• The Sr. Manager, Owned Personalization & Customer Strategy will own personalization strategy and trigger-based journey orchestration across Belk's owned channels, including Website, App, Email, SMS, and Push Notifications.
• They will serve as the connective layer between mass communications, segmentation, and 1:1 personalization, orchestrating the overarching customer contact strategy so that trigger, lifecycle, and personalized experiences work together instead of competing for the customer's attention.
• This role will partner closely with Marketing, Loyalty, Merchandising, Analytics, and Technology teams to translate customer data and predictive insights into relevant, revenue-driving experiences at every stage of the customer journey.
• This role leads the day-to-day execution of the personalization and trigger roadmap on behalf of the Director, Owned Media & Personalization.
• Job Functions: Personalization Strategy & Roadmap – Own the personalization roadmap across web, app, email, SMS, and push, prioritizing use cases by revenue, engagement, and customer experience impact.
• Partner with Analytics and Data Science to translate customer, behavioral, and predictive data into personalized content, product recommendations, and offers.
• Define and prioritize the personalization testing agenda, and evaluate results to inform ongoing roadmap investment.
• Trigger-Based Journey Orchestration – Own trigger strategy for welcome, browse and cart abandonment, replenishment, post-purchase, loyalty milestone, and win-back journeys across all owned channels.
• Orchestrate trigger timing, sequencing, and channel arbitration so customers receive one coordinated experience rather than conflicting or duplicative messages.
• Partner with Platform and Marketing Technology teams to build, QA, and continuously optimize trigger campaigns within the CDP, ESP, and personalization platforms.

Requirements

• Bachelor's degree or equivalent combination of industry related professional experience and education
• 6+ years of experience in consumer marketing, digital marketing or retention marketing
• 4+ years of leadership experience
• Working experience leading and motivating cross-functional, interdisciplinary teams to achieve tactical and strategic goals
• Working experience with personalization, trigger marketing, or customer journey orchestration platforms
• Industry experience: Retail or direct to consumer
• Strong leadership and team development skills
• Proven experience with customer-centric design and personalization strategy
• Experience developing personalization roadmaps and trigger-based journey frameworks
• Experience managing Email, SMS, Push Notification, Website Personalization, and Customer Data Platform ecosystems

Preferred

• Master's degree in business, marketing, or business analytics
• Specific work or project experience: personalization roadmap development, journey orchestration, CDP/ESP platform management
• Industry experience: Retail eCommerce