Sr. Director, CRM & Lifecycle Personalization Strategy

Job Overview

The Senior Director, CRM & Lifecycle Personalization Strategy drives growth by leading strategy, marketing, execution, and cross-functional collaboration to enhance personalization and lifecycle journeys across Customer & Loyalty. This role develops and delivers key lifecycle and digital remarketing campaigns, leveraging A/B testing to measure and scale customer engagement strategies across multiple touchpoints and segments. The Senior Director serves as the enterprise leader responsible for growing and retaining Macy's overall customer base while driving onboarding, retention, and growth for the Star Rewards program, the company's primary known-customer engagement platform.

This role owns the CRM and lifecycle strategy and marketing for Macy's customers, ensuring alignment with business, customer, lifecycle marketing, and digital retargeting goals. The Senior Director collaborates with cross-functional teams, including Brand Marketing, EDA, Loyalty Marketing, Product, Tech, Analytics, Legal, Creative, CRM Operations, Visual, Communications Planning, Consumer Insights, Stores, and Merchant Marketing. Additionally, this role partners closely with Citi, Macy's financial partner, and leads a team of colleagues, including both people leaders and individual contributors, across various strategy and marketing functions.

What You Will Do

CRM Strategy

• Strategize, plan, and execute all promotional marketing campaigns within CRM channels, contributing to at least one-third of total digital traffic and sales, in collaboration with Site Merchandising and the CRM Content and Operations team.
• Oversee channel strategy across email, push, and SMS, with a strong focus on driving mobile adoption and revenue growth.
• Lead CRM performance efforts, partnering with CRM Performance Analytics, Site Strategy & Analytics, and Measurement and Test & Learn teams to optimize traffic, AOV, and conversion, while driving incremental revenue and margin.
• Implement enterprise-wide marketability initiatives to expand the CRM database and strengthen customer acquisition and retention.

Lifecycle Strategy and Marketing

• Lead a team of lifecycle marketers in developing and executing omnichannel customer and loyalty-specific personalized strategies across in-store, direct mail, web, and app experiences.
• Create targeted customer touchpoints for acquisition, engagement, retention, and win-back efforts, fostering brand affinity for Star Rewards members and Macy's broader customer base.
• Work with CRM Operations and Project Management teams to optimize workflow processes, ensuring timely review and launch of marketing materials.
• Partner with Loyalty Program Offers and Marketing teams to create a seamless, end-to-end loyalty member experience.

Trigger Campaign Strategy & Growth

• Develop trigger-based campaigns to drive customer engagement, increase spend, and improve retention based on key behavioral insights.
• Launch triggered campaigns in collaboration with MarTech partners to enhance site and app retargeting efforts, improving targeting, and conversion.
• Expand personalization capabilities by integrating new data feeds and APIs with MarTech vendors to enhance customer relevance and engagement.
• Align the journey and trigger roadmap, consolidating vendors, mechanics, and capabilities for a streamlined approach.

Personalization Goals and Growth

• Collaborate with Personalization Product and Technology teams to implement new journey capabilities with key MarTech partners, advancing omnichannel personalization efforts.
• Work closely with external technology partners such as Adobe, Wunderkind, and Oracle to optimize customer journey experiences.
• Partner with Brand Marketing, CRM Production, and Loyalty Program teams to create a cohesive customer experience across all marketing channels.
• Develop executive-level reports and presentations to highlight progress on key metrics, identify roadblocks, and outline support needs.
• Foster an environment of acceptance and respect that strengthens relationships, and ensures authentic connections with colleagues, customers, and communities

Skills You Will Need

CRM Strategy & Lifecycle Marketing: Expertise in CRM strategy and lifecycle marketing, driving customer growth, retention, and revenue through cross-channel marketing strategies (email, SMS, push, direct mail, app, web).

Customer Segmentation & Personalization: Deep knowledge of customer segmentation, behavioral triggers, and personalization techniques to optimize marketing effectiveness and enhance customer experiences.

Loyalty Program Management: Experience managing loyalty programs and driving member engagement, particularly in retail or e-commerce, with a focus on customer retention and growth.

Marketing Technology & MarTech Integration: Proficient in MarTech platforms (e.g., Adobe, Oracle, Wunderkind) and API integrations to enhance personalization capabilities and improve customer targeting.

Data-Driven Decision-Making & Analytics: Strong analytical skills, including campaign measurement, A/B testing, forecasting, and incrementality analysis to optimize performance and ROI.

Cross-Functional Collaboration: Skilled at collaborating with cross-functional teams, including Brand Marketing, Product, Tech, Analytics, and external partners to align on strategy and execution.

Executive Communication & Influence: Effective at presenting data-driven insights and strategic recommendations to senior leadership, influencing decisions, and ensuring alignment with business goals.

People Leadership & Team Development: Experienced in managing, mentoring, and developing diverse teams, ensuring alignment with business goals while fostering personal growth and team success.

Campaign Management & Execution: Proven ability to manage and execute large-scale marketing campaigns, optimizing for performance, engagement, and ROI across multiple touchpoints.

Customer-Centric Mindset: Focused on delivering personalized, customer-first strategies that foster loyalty, brand affinity, and long-term relationships across all channels.

Financial Acumen: Skilled in business case development, financial modeling, and budget management to drive profitability and achieve business objectives.

Communication & Storytelling: Strong communicator, adept at tailoring messages for different audiences, and presenting complex strategies in clear, compelling narratives.

Who You Are

• Candidates with a bachelor's degree or equivalent work experience in a related field are encouraged to apply.
• 12+ years of experience in a leadership / management role and 15 years of total experience. CRM, Loyalty, and personalization leadership experience is key, especially in digital marketing contexts. Previous strategy, management consulting, digital marketing and/or agency experience preferred.
• Regularly required to sit, talk, hear; use hands/fingers to touch, handle, and feel. Occasionally required to move about the workplace and reach with hands and arms. Requires close vision.
• Able to work a flexible schedule based on department and company needs.

What We Can Offer You

Join a team where work is as rewarding as it is fun! We offer a dynamic, inclusive environment with competitive pay and benefits. Enjoy comprehensive health and wellness coverage and a 401(k) match to invest in your future. Prioritize your well-being with paid time off and eight paid holidays. Grow your career with continuous learning and leadership development. Plus, build community by joining one of our Colleague Resource Groups and make a difference through our volunteer opportunities.

Some additional benefits we offer include:

• Merchandise discounts
• Performance-based incentives
• Annual merit review
• Employee Assistance Program with mental health counseling and legal/financial advice
• Tuition reimbursement

Access the full menu of benefits offerings here.

DIGITAL00