Director, Marketing Owned Media and Personalization (Hybrid)

Lead Belk's owned media ecosystem, including Website, Email, SMS, Push Notifications, Homepage Personalization, Customer Journey Orchestration, and Lifecycle Marketing.

Drive customer engagement, retention, revenue, and customer lifetime value through a coordinated strategy that balances mass communications, segmentation, and 1:1 personalization while ensuring alignment across Marketing, Loyalty, Merchandising, Analytics, and Technology teams.

The role should serve as the business owner for the owned customer ecosystem, responsible for orchestrating customer communications, personalization, subscriber growth and health, and the supporting technology roadmap across all owned channels.

Channel Performance & Business Growth

• Own revenue, traffic, engagement, and growth goals across Email, SMS, Push, Homepage Personalization, and future owned channels
• Set annual/quarterly growth plans and cross-channel KPIs tied to sales, conversion, retention, and CLV
• Optimize channel mix, frequency, and personalization for incremental sales and profitability

Test, Learn & Optimization Culture

• Build a test-and-learn culture with clear measurement across owned channels
• Prioritize testing roadmaps for conversion, engagement, retention, and personalization
• Partner with Analytics to turn incrementality insights into investment

Subscriber Growth & Channel Health

• Own subscriber acquisition, engagement, retention, and channel health (Email/SMS/Push)
• Build KPI frameworks for growth, deliverability, opt-outs, and customer value
• Define contact strategy balancing mass, segmented, triggered, and 1:1 messaging

Personalization & Lifecycle Performance

• Own personalization roadmap and trigger-based journeys across web, app, email, SMS, push
• Drive performance of onboarding, abandonment, loyalty, retention, and win-back programs
• Use customer data and predictive insights to boost relevance, conversion, and CLV

Vendor, Platform & Transformation Leadership

• Lead strategic relationships with CRM/CDP/personalization/martech vendors
• Own business cases, implementation, and change management for platform migrations
• Partner cross-functionally to align tech investment with growth and efficiency goals
• Travel to vendor meetings as needed
• Requires designated hybrid in-office work schedule

Education / Experience Requirements

• Bachelor’s degree or equivalent combination of industry related professional experience and education
• 10+ years of applicable experience
• Working experience leading and motivating cross-functional, interdisciplinary teams to achieve tactical and strategic goals
• Working experience of technology services, operations, and support
• Working experience managing project budgets and financials
• Industry experience: Retail or direct to consumer

Knowledge & Skills

• Strong leadership skills
• Proven experience with customer-centric design
• Track record in gaining collaboration and alignment from diverse teams with strong view points
• Experience in iterative project delivery
• Technical knowledge and ability to translate technical jargon to business stakeholder
• Deep experience leading CRM, lifecycle marketing, and customer engagement strategies – hands on keyboard and agency.
• Experience managing Email, SMS, Push Notification, Website Personalization, and Customer Data Platform ecosystems.
• Experience developing personalization roadmaps and customer journey frameworks.
• Experience leading marketing technology implementations and platform migrations.
• Experience balancing promotional, loyalty, lifecycle, and personalized communications within a unified customer contact strategy.
• Experience using customer analytics and AI-driven capabilities to improve customer engagement and business outcomes.

#IND3

Pay Range

$130,000-160,000

Reflected is the base pay range offered for this position. Pay may vary depending on factors including but not limited to achievements, skills, experience, or work location. The range listed is just one component of the compensation package offered to candidates.