Sr. Manager, Personalization & Customer Strategy (Hybrid)

Belk, Inc. & Belk eCommerce LLC.; United States; Hybrid; USD 108,000 - 150,000; Full time

Job summary

Belk, Inc. & Belk eCommerce LLC. is seeking a Sr.

Manager to own personalization strategy and trigger-based journey orchestration across Belk's owned channels, including Website, App, Email, SMS, and Push. You will partner with Marketing, Loyalty, Analytics, and Technology to translate customer data and predictive insights into relevant, revenue-driving experiences at every stage of the journey. This role leads day-to-day execution of the personalization roadmap, with a designated hybrid

Qualifications

• 6+ years of experience in consumer marketing, digital marketing or retention marketing.
• 4+ years of leadership experience.
• Experience leading cross-functional, interdisciplinary teams.
• Experience with personalization, trigger marketing, or customer journey orchestration platforms.
• Retail or direct-to-consumer industry experience.

Responsibilities

• Own personalization roadmap across web, app, email, SMS, and push.
• Translate data into personalized content, recommendations and offers.
• Define the testing agenda and analyze results to inform roadmap.
• Own trigger strategy for welcome, browse and cart abandonment, replenishment, post-purchase, loyalty, and win-back.
• Coordinate timing and channel arbitration to avoid conflicting messages.
• Collaborate with CDP, ESP and vendors to optimize campaigns.
• Coordinate governance of messaging cadence and suppression logic.
• Lead a team focused on personalization and trigger execution.

Skills

Leadership

Personalization strategy

Journey orchestration

Cross-functional collaboration

Data-driven marketing

Team development

Stakeholder management

Education

Bachelor's degree or equivalent

Tools

CDP

CRM

Email platforms

Push notifications

Analytics platforms

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 education6+ years of experience in consumer marketing, digital marketing or retention marketing4+ years of leadership experienceWorking experience leading and motivating cross-functional, interdisciplinary teams to achieve tactical and strategic goalsWorking experience with personalization, trigger marketing, or customer journey orchestration platformsIndustry 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.

We set trends through our merchandise and, more importantly, through the way we work. At Belk you will find a positive, inclusive, vibrant and fast-paced environment where you have access to all the tools and resources necessary to be effective in your job. Furthermore, we know access to senior leadership is critical to making company-wide initiatives a reality and getting great ideas to the forefront of our business. Time and time again, our associates are grateful for the opportunities they have to meet with Belk´s senior most leaders.

Diversity is about embracing our differences and realizing they are what makes us stronger. We believe in an inclusive environment where everyone feels valued, respected, and welcomed to bring their whole selves to work or to shop. We are on a mission to break down inequality and leverage our influence to make a position impact against racism every day. Above all else, here you’ll find opportunities to make huge impact. It´s the result of dynamic initiatives, financial and structural support, and strong investments in the areas that are taking Belk to new heights.

We are an Equal Opportunity Employer Belk is an equal‑opportunity employer committed to providing a workplace free from harassment or discrimination. All employment decisions are to be made without regard to race, color, age, sex, gender identity, sexual orientation, hair style, hair texture, religion, marital status, pregnancy, national origin/ancestry, citizenship, physical/mental disability, genetic information, military/veteran status, or any other basis prohibited by law.