Director Customer Relationship Marketing (CRM)

Lowe's Companies, Inc.; Mooresville (NC); On-site; USD 180,000 - 260,000; Full time

Job summary

Lowe's, based in Mooresville, NC, seeks a Director of Customer Relationship Marketing to lead enterprise CRM strategy, governance, and personalization across channels. You will partner with Marketing, Digital, Analytics, Product, and Stores to translate customer insights into measurable growth.

Reporting to the Senior Director of CRM & Personalization, you will build a high-performing team, define annual plans, and drive multi-channel lifecycle marketing, experimentation, and automation to

Qualifications

• 10+ years of progressive experience in CRM, lifecycle marketing, personalization, or related field.

Responsibilities

• Develop and lead the enterprise customer growth strategy, operating model, and governance across engagement, lifecycle marketing, personalization, experimentation, automation, and paid media.
• Define customer engagement strategies for DIY, Pro, Loyalty, New Homeowners, and other priority segments.
• Establish coordinated contact and journey strategies across email, SMS, push, mobile app, web, direct mail, and targeted media.
• Lead lifecycle marketing to increase customer lifetime value and retention.
• Define and advance personalization roadmap including next-best-action and AI-enabled experiences.
• Partner with Analytics and Data Science to develop value models and measurement frameworks.
• Lead experimentation roadmap with testing standards and scalable learnings.
• Develop marketing automation and journey orchestration for speed, efficiency and governance.
• Collaborate across functions to align customer strategies with enterprise priorities.

Skills

CRM strategy

Lifecycle marketing

Cross-functional collaboration

Data-driven decision making

Leadership and people management

Education

Bachelor's degree in Marketing, Digital, or related field

Tools

Adobe Experience Platform

Salesforce Marketing Cloud

Braze

Adobe Target

Adobe Journey Optimizer

Job description

Do your Best Work in Mooresville

This position is based at our headquarters in Mooresville, North Carolina. Our corporate office is a space where you can collaborate and do your best work. Take a walk, grab a bite (or a cup of coffee), work out or get a check-up - we invest in you so you can find your inspiration.

Your Impact

The Director of Customer Relationship Marketing (CRM) leads the enterprise strategy, operating model, and governance for customer engagement, personalization, lifecycle growth, experimentation, and marketing automation. Reporting to the Senior Director of CRM & Personalization, this role partners across Marketing, Merchandising, Digital, Loyalty, Analytics, Technology, Product, and Lowe's Media Network to translate customer insights into coordinated, personalized experiences across owned and addressable paid channels, stronger engagement, improved marketing effectiveness, and measurable business growth.

What You Will Do

• Develop and lead the enterprise customer growth strategy, operating model, and governance across engagement, lifecycle marketing, personalization, experimentation, automation, and owned and addressable paid media.
• Define customer engagement strategies for DIY, Pro, Loyalty, New Homeowners, and other priority segments across the full customer lifecycle.
• Establish coordinated contact and journey strategies across email, SMS, push, mobile app, web, direct mail, and targeted paid media to deliver a consistent cross-channel customer experience.
• Lead the enterprise lifecycle marketing strategy to increase customer lifetime value, retention, repeat purchases, category expansion, project frequency, and share of wallet.
• Define and advance the enterprise personalization roadmap, including next-best-action, decisioning, and AI-enabled experiences across owned and paid channels.
• Partner with Analytics and Data Science to develop customer value models, lifecycle segmentation, predictive insights, and measurement frameworks that inform growth strategies.
• Lead the enterprise experimentation roadmap, establishing consistent testing and measurement standards, prioritizing high-value tests across customer journeys, channels, personalization, and media activation, and scaling successful outcomes and learnings across the organization.
• Develop marketing automation and journey orchestration capabilities that improve speed, efficiency, scalability, and customer relevance while maintaining governance standards.
• Partner across Merchandising, Marketing, Digital, Loyalty, Media, Lowe’s Media Network, Product, Technology, Finance, and Stores to align customer strategies with enterprise priorities.
• Translate long-term customer growth priorities into annual operating plans, capability roadmaps, investment recommendations, and resource requirements.
• Establish performance goals, executive reporting, and portfolio-level measurement across customer engagement, lifetime value, retention, personalization, experimentation, automation, incrementality, and marketing efficiency.
• Build and lead a high-performing team by establishing clear priorities, developing talent and critical capabilities, fostering accountability and collaboration, and creating a culture of continuous learning and strong business results.

Minimum Qualifications

• Bachelor’s degree Marketing, Digital, E-Commerce, etc. or equivalent years of experience in lieu of education requirement, if applicable
• 10+ years of progressive experience in CRM, lifecycle marketing, personalization, customer growth, digital marketing, or a related field.
• 5+ years leading enterprise customer marketing, CRM, or growth strategies within a complex, matrixed organization.
• Demonstrated experience developing customer engagement strategies across owned channels and addressable paid media.
• Experience building customer segmentation, lifecycle, personalization, and journey orchestration strategies.
• Proven ability to influence senior leaders and cross-functional partners, translate data into business decisions, and drive enterprise-wide change.

Preferred Skills/Education

• Experience in omnichannel retail, loyalty, retail media, or another customer-centric industry.
• Experience leading experimentation, optimization, and marketing automation programs at scale.
• Working knowledge of customer data platforms, decisioning tools, identity resolution, predictive analytics, and AI-enabled personalization.
• Experience with platforms such as Adobe Experience Platform, Adobe Journey Optimizer, Salesforce Marketing Cloud, Braze, Adobe Target, or similar technologies.
• Strong executive presence, strategic thinking, customer orientation, and a demonstrated ability to develop teams and lead through change.

About Lowe’s

Lowe’s Companies, Inc. (NYSE: LOW) is a FORTUNE® 100 home improvement company with total fiscal year 2025 sales of more than $86 billion. Lowe’s employs approximately 300,000 associates and operates over 1,750 home improvement stores, 540 branches and 120 distribution centers. Lowe’s is a core value S&P 500 equity stock and a dividend aristocrat. Based in Mooresville, N.C., Lowe’s supports the communities it serves through programs focused on creating safe, affordable housing, improving community spaces, helping to develop the next generation of skilled trade experts and providing disaster relief to communities in need. For more information, visit Lowes.com.

Lowe’s is an equal opportunity employer and administers all personnel practices without regard to race, color, religious creed, sex, gender, age, ancestry, national origin, mental or physical disability or medical condition, sexual orientation, gender identity or expression, marital status, military or veteran status, genetic information, or any other category protected under federal, state, or local law.

Starting rate of pay may vary based on factors including, but not limited to, position offered, location, education, training, and/or experience. For information regarding our benefit programs and eligibility, please visit https://talent.lowes.com/us/en/benefits.