Senior, App Strategy

Be part of an amazing story.

Macy’s is more than just a store. We’re a story. One that’s captured the hearts and minds of America for more than 160 years. A story about innovations and traditions…about inspiring stores and irresistible products…about the excitement of the Macy’s 4th of July Fireworks, and the wonder of the Thanksgiving Day Parade. We’ve been part of memorable moments and milestones for countless customers and colleagues. Those stories are part of what makes this such a special place to work.

 

Job Overview
The Senior of App Strategy will lead the vision, strategy, and execution of Macy’s app growth and engagement roadmap, delivering a best-in-class mobile experience that deepens customer connection and drives measurable business impact. This role will own the roadmap for app acquisition, activation, engagement, and retention, managing priorities that improve app experience and mobile commerce performance, ensuring every moment in the customer journey builds meaningful, measurable value.

You will serve as a key thought partner to senior leadership, guiding data-driven decision-making and cross-functional alignment between Marketing, Analytics, Loyalty, Engineering, and Product teams. The role requires strategic agility, a customer-first mindset, and the ability to operationalize scalable app growth, and retention programs through collaboration, measurement, and innovation.

 

What You Will Do

• Lead App Strategy: Develop and oversee Macy’s end-to-end app growth and engagement strategy across acquisition, activation, engagement, and retention, aligning business goals with customer-centric outcomes.
• Own App Roadmap: Define the long-term vision and quarterly roadmap for lifecycle programs—identify new opportunities to evolve the app experience through marketing and product innovation, and optimize performance across acquisition, activation, engagement, and retention.
• Advance App Personalization: Partner with analytics, data science, and MarTech teams to build and evolve personalization strategies that determine the right message, offer, and timing for each customer segment.
• Champion Test-and-Learn: Lead an agile experimentation agenda across the app funnel, optimizing push notifications, in-app messaging, loyalty modules, and offer design, continuously refining app engagement levers, mobile messaging frameworks, and in-app conversion tactics to maximize incremental impact.
• Deliver Performance Measurement & Insights: Establish clear success metrics and frameworks for app growth and engagement, including downloads, activation, retention, and frequency. Translate performance data into actionable insights to inform future strategy.
• Collaborate with Cross-Functional teams: Partner with CRM, Loyalty, Brand Marketing, and Product to ensure alignment on go-to-market strategies, timing, and customer experience across channels. Represent App in enterprise strategy and roadmap discussions.
• Advocate for our Customers: Maintain a deep understanding of customer behaviors, needs, and trends. Act as a voice for the customer in strategy discussions, ensuring all experiences reflect Macy’s brand promise and deliver measurable value.
• Drive Mobile Innovation & Competitive Benchmarking: Stay ahead of mobile trends, mobile commerce technologies, and competitive app best practices from leading retail apps.  Identify opportunities to differentiate the Macy’s app and elevate its role in the omnichannel customer experience.

Skills You Will Need 

• Proven track record driving mobile app growth and engagement that drive measurable customer and business outcomes.
• Deep understanding of mobile app ecosystems, customer segmentation, personalization frameworks, and test-and-learn methodologies.
• Strong analytical acumen with the ability to interpret data, forecast results, and build data-driven business cases.
• Excellent communication and presentation skills with experience influencing senior leadership.
• Skilled in cross-functional collaboration, particularly across analytics, creative, product, and technology teams.
• Familiarity with app analytics tools (e.g., Firebase, Appsflyer, Sensor), MarTech platforms (e.g., Braze, Adobe Journey Optimizer), and A/B testing frameworks.
• Passion for mobile technology, retail, and creating differentiated customer experiences.

 

Who You Are 

• Candidates with a Bachelor’s degree in Marketing, Business, or related field (or equivalent experience) and 6-8+ years of relevant experience