Sr. Director, CRM & Lifecycle Personalization Strategy

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 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.

 

Skills You Will Need

CRM Strategy & Lifecycle Marketing