Sr. Manager, Personalization & Customer Strategy (Hybrid)

Applied Labs; Charlotte, Northern (NC, KY); Hybrid; USD 108,000 - 150,000; Full time

Job summary

Belk is seeking a seasoned Sr. Manager for Owned Personalization & Customer Strategy to lead personalization and trigger-based journeys across Belk's channels.

You will align data-driven insights with revenue goals, partnering with Marketing, Loyalty, Merchandising, Analytics, and Technology to deliver relevant experiences. The role requires strong leadership, data fluency, and a track record in customer journey orchestration.

Qualifications

• Bachelor's degree or equivalent combination of education and experience.
• Leadership experience in cross-functional teams is preferred.
• Experience with personalization, trigger marketing, or customer journey orchestration platforms.

Responsibilities

• Own the personalization roadmap across web, app, email, SMS, and push to maximize revenue and customer experience.
• Translate data and predictive insights into personalized content, product recommendations, and offers with Analytics.
• Define and prioritize testing agendas and use results to inform roadmaps.
• Own trigger strategy for welcome, browse/cart abandonment, replenishment, post-purchase, loyalty milestones, and win-back journeys.
• Orchestrate timing, sequencing, and channel arbitration for a coordinated customer experience.
• Collaborate with Platform and Marketing Tech teams to build, QA, and optimize campaigns within the CDP, ESP, and personalization platforms.
• Connect mass, segmentation, triggered, and 1:1 communications into one strategy; align with calendar and promotions.
• Lead a test-and-learn agenda focused on targeting, content, timing, and channel performance.
• Partner with vendors and internal teams to configure and enhance the personalization platform stack.

Skills

Leadership

Personalization strategy

Customer journey orchestration

Cross-functional collaboration

Data-driven marketing

Analytics partnership

Martech platforms

Platform governance

Education

Bachelor's degree

Tools

CDP

CRM

ESP

Martech stack

Job description

The Sr. Manager, Owned Personalization & Customer Strategy will own personalization strategy and trigger-based journey orchestration across Belk's owned channels, including Website, App, Email, SMS, and Push Notifications. They will serve as the connective layer between mass communications, segmentation, and 1:1 personalization, orchestrating the overarching customer contact strategy so that trigger, lifecycle, and personalized experiences work together instead of competing for the customer's attention. This role will partner closely with Marketing, Loyalty, Merchandising, Analytics, and Technology teams to translate customer data and predictive insights into relevant, revenue-driving experiences at every stage of the customer journey. This role leads the day-to-day execution of the personalization and trigger roadmap on behalf of the Director, Owned Media & Personalization.

This is an ideal opportunity for a seasoned digital marketer who is equally comfortable in data and strategy, and who thrives at the intersection of performance marketing and customer experience in a fast-paced, solutions-oriented environment.

Job Functions:

Personalization Strategy & Roadmap

• Own the personalization roadmap across web, app, email, SMS, and push, prioritizing use cases by revenue, engagement, and customer experience impact.
• Partner with Analytics and Data Science to translate customer, behavioral, and predictive data into personalized content, product recommendations, and offers.
• Define and prioritize the personalization testing agenda, and evaluate results to inform ongoing roadmap investment.

Trigger-Based Journey Orchestration

• Own trigger strategy for welcome, browse and cart abandonment, replenishment, post-purchase, loyalty milestone, and win-back journeys across all owned channels.
• Orchestrate trigger timing, sequencing, and channel arbitration so customers receive one coordinated experience rather than conflicting or duplicative messages.
• Partner with Platform and Marketing Technology teams to build, QA, and continuously optimize trigger campaigns within the CDP, ESP, and personalization platforms.

Overarching Customer Strategy Orchestration

• Serve as the operational owner connecting mass, segmented, triggered, and 1:1 personalized communications into one coordinated customer contact strategy.
• Partner with Merchandising, Loyalty, and Lifecycle Marketing to align personalization and trigger plans with the broader promotional and lifecycle calendar.
• Own governance of messaging cadence, frequency, and suppression logic to protect the overall customer experience.

Test, Learn & Optimization

• Build and lead a test-and-learn agenda specific to personalization and trigger performance, covering targeting, content, timing, and channel.
• Partner with Analytics to measure the incrementality of personalization and trigger initiatives, and translate findings into roadmap decisions.

Platform, Data & Vendor Partnership

• Partner with CDP, CRM, personalization, and martech vendors, along with internal Technology teams, on the configuration and enhancement of the personalization and orchestration platform stack.
• Support business case development, testing, and change management for personalization and trigger-related platform enhancements.

Team Leadership

• Lead, coach, and develop a team focused on personalization and trigger execution.
• Partner cross-functionally to build shared understanding of personalization and orchestration priorities across Marketing, Loyalty, Merchandising, Analytics, and Technology.
• Requires designated hybrid in-office work schedule.

Education & Experience

• Bachelor's degree or equivalent combination of industry related professional experience and education
• 6+ years of experience in consumer marketing, digital marketing or retention marketing
• 4+ years of leadership experience
• Working experience leading and motivating cross-functional, interdisciplinary teams to achieve tactical and strategic goals
• Working experience with personalization, trigger marketing, or customer journey orchestration platforms
• Industry experience: Retail or direct to consumer

Knowledge, Skills & Abilities

• Strong leadership and team development skills
• Proven experience with customer-centric design and personalization strategy
• Experience developing personalization roadmaps and trigger-based journey frameworks
• Experience managing Email, SMS, Push Notification, Website Personalization, and Customer Data Platform ecosystems
• Technical knowledge with the ability to translate technical concepts into business terms for stakeholders
• Experience using customer analytics and AI-driven capabilities to improve personalization relevance and business outcomes
• Track record of gaining collaboration and alignment across diverse, cross-functional teams
• Experience balancing promotional, loyalty, lifecycle, and personalized communications within a unified customer contact strategy

Pay Range

$108,000-$150,000

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.

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