Specialist, Personalization & Loyalty Lifecycle

Bring Your Amazing Self to Work

At Macy's, Inc. we're on a mission to create a brighter future with bold representation for all. This is our Mission Every One. We know that each person here is unique. So we respect and invest in each individual to create growth, pride, and satisfaction. If we are able to bring our whole selves to work, it translates into a more abundant and wider array of ideas and energy for all to benefit from. Our success will be built on amazing colleagues, working together.

Job Overview

The Specialist, Personalization and Loyalty Lifecycle is a strategic marketing leader proficient in campaign management, measurement, test & learn methodologies, and omnichannel marketing across digital and physical channels. This role is well-suited for an individual eager to collaborate with internal and external marketing professionals in a high-performance, results-driven retail environment. The manager is responsible for developing, executing, and measuring Macy’s Loyalty and Credit marketing strategies, overseeing the customer experience across omnichannel formats, and managing various customer lifecycle states including acquisition, engagement, status migration, retention, and winback. They demonstrate fluency in employing different personalization and targeting strategies, utilizing data-driven cohorts to develop audience segmentation.

What You Will Do

• Lead omnichannel loyalty lifecycle strategies encompassing in-store, direct mail, web, app, and CRM channels (email, social, push, and SMS).
• Manage a comprehensive strategy for loyalty member touchpoints, addressing different customer states and business objectives such as acquisition, engagement, retention, winback, and fostering overall brand love and affinity.
• Enhance education, awareness, and usage of the Star Rewards program, emphasizing cardholder and cobrand engagement by highlighting benefits and value propositions to customers.
• Drive targeted acquisition and engagement of credit cardholders, ensuring compliance with legal requirements related to external financial partners.
• Integrate seamlessly with broader Macy’s brand communications and position Star Rewards as a prominent brand beacon within the company.
• Implement constant and agile 'test and learn' approaches to develop loyalty strategic and marketing programs, leveraging customer segmentation and personalization tools. Use personalization tools to tailor offers/messages to specific members, driving increased sales and profitability.
• Demonstrate strong organizational skills to manage multiple lifecycle communications, results, and continuous improvement based on business and customer experience needs.
• Effectively develop, prioritize, and assign work across multiple workstreams within the function.
• Adopt a deep analytical approach to campaign measurement, including forecasting and results analysis to predict and interpret campaign incrementality by member segments.
• Apply a deep problem-solving orientation in a complex and matrixed stakeholder environment.
• Take responsibility for achieving business goals, actively seeking constructive feedback, and collaborating effectively across the enterprise for future success.
• Model open, transparent, and continuous communication and collaboration, leading team members to present information clearly and concisely, with the ability to tell a compelling story for different audiences.
• Educate the organization on the value of lifecycle marketing, communicating strategies and results to foster buy-in and activation across the organization.
• Exhibit outstanding facilitation and relationship-building skills, demonstrating a true team-player mindset. Consistently display a positive and collaborative approach, comfortable working with various functional groups across the organization.
• Foster a culture of collaboration across organizational boundaries, understanding how to successfully navigate a matrixed organization.

Skills You Will Need

Strategic Marketing Leadership: Proficient in strategic marketing leadership with expertise in campaign management, measurement, test & learn methodologies, and omnichannel marketing across digital and physical channels.

Collaboration: Strong ability to collaborate with internal and external marketing professionals in a high-performance, results-driven retail environment.

Lifecycle Marketing: Demonstrated experience in developing, executing, and measuring loyalty and credit marketing strategies, managing customer experiences across omnichannel formats, and navigating various c