Director, Omnichannel Engagement & Optimization

Broadcast Music, Inc. (BMI); Nashville (TN); On-site; USD 150,000 - 210,000; Full time

Job summary

Broadcast Music, Inc. (BMI) is seeking a Director of Omnichannel Communications & Optimization to shape BMI's customer engagement across email, SMS, chat, and digital channels.

You will own channel orchestration, marketing automation, analytics, and conversion infrastructure, ensuring scalable, measurable programs. Collaborating with Experience, Licensing, Product, and Technology teams, you will build systems and processes to support a digital-first sales model and continuous optimization,

Qualifications

• 5+ years of experience in omnichannel marketing, lifecycle marketing, digital sales, or customer engagement.
• Experience leading digital transformation or customer experience initiatives in a B2B, SMB, subscription, licensing, SaaS, or high-volume sales environment.
• Familiarity with sales funnels, customer onboarding, and digital conversion optimization.
• Experience designing and executing multi-channel campaigns at scale.
• Strong understanding of A/B testing, attribution, funnel analysis, and customer engagement metrics.
• Strong analytical and data-driven decision-making skills
• Experience working cross-functionally with Sales, Customer Service, Customer Experience, Operations, and Product/Technology teams to launch scalable customer engagement solutions
• Bachelor’s degree in Marketing, Business Administration, Communications, Digital Marketing, Data Analytics, or a related field; equivalent experience may be considered.
• Preferred experience with Salesforce Account Engagement/Pardot, Salesforce Administrator, or Salesforce Marketing Cloud certification.
• HubSpot Marketing Software Certification or similar marketing automation certifications

Responsibilities

• Lead omnichannel strategy and channel governance.
• Develop and maintain BMI's omnichannel engagement strategy.
• Determine how channels should work together to support engagement objectives.
• Design coordinated engagement approaches across email, SMS, chat, digital platforms, outbound outreach, and emerging channels.
• Establish channel governance and communication orchestration standards.
• Execute coordinated customer engagement programs across email, SMS, chat, digital platforms, outbound outreach, and future channels.
• Define communication sequencing and channel interaction rules.
• Ensure consistent execution of engagement strategies across platforms.
• Coordinate delivery of customer engagement initiatives across operational systems.
• Develop automation frameworks for customer engagement.
• Identify opportunities to improve efficiency and scalability through technology.
• Implement and maintain automated communication workflows.
• Manage customer engagement technology capabilities and enhancements.
• Establish and manage test-and-learn programs across customer channels.
• Conduct A/B testing of messaging, timing, channel mix, and engagement approaches.
• Continuously refine customer engagement programs based on results.
• Identify opportunities to improve campaign performance and conversion outcomes.
• Develop attribution methodologies and measurement frameworks.
• Define engagement, conversion, and channel performance KPIs.
• Analyze customer behavior and funnel performance.
• Develop reporting and dashboards to support data-driven decision making.
• Deliver actionable performance insights and recommendations.
• Support Licensing Center engagement and conversion optimization.
• Partner with Product and Technology teams to improve digital customer experiences.
• Define technology requirements supporting customer engagement objectives.
• Partner with Salesforce administrators, Product teams, Technology teams, Five9 administrators, and data engineering resources.
• Support integration and optimization of customer engagement technologies.
• Drive adoption of automation and technology-enabled capabilities.
• Evaluate future tools and technologies supporting omnichannel engagement.
• Lead chatbot, conversational engagement, and real-time communication initiatives.
• Evaluate emerging channels and engagement technologies.
• Develop scalable customer engagement capabilities supporting future business needs.

Skills

Omnichannel marketing

Lifecycle marketing

Digital sales

Customer engagement

A/B testing

Attribution

Funnel analysis

Cross-functional collaboration

Data-driven decisions

Analytical thinking

Education

Bachelor's degree

Tools

Salesforce Pardot

Salesforce Marketing Cloud

HubSpot

Job description

Broadcast Music, Inc. (BMI) is seeking a Director of Omnichannel Communications & Optimization to shape BMI's customer engagement across email, SMS, chat, and digital channels.

You will own channel orchestration, marketing automation, analytics, and conversion infrastructure, ensuring scalable, measurable programs. Collaborating with Experience, Licensing, Product, and Technology teams, you will build systems and processes to support a digital-first sales model and continuous optimization,