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About the Role
Lead the transformation of our marketing approach into a fully integrated, audience-first growth engine by developing audience strategy and journey design across paid and owned channels. This role translates data and behavioral insights into connected experiences, driving engagement, loyalty, and long-term value, while championing a holistic, insight-led approach.
Responsibilities
- Develop and evolve the end-to-end customer journey across all audiences, touchpoints, and channels—from acquisition through retention, loyalty, and advocacy.
- Develop and implement integrated journey frameworks and lifecycle strategies aligned to organizational goals.
- Map and optimize key audience journeys, identifying friction points and opportunities to improve conversion, engagement, and satisfaction.
- Lead cross-channel planning to align messaging, cadence, and experiences over a 12-month roadmap.
- Lead the development of a best-in-class audience insights function, behavioral data, and advanced analytics.
- Translate complex data into actionable insights that inform strategy, segmentation, and decision-making.
- Develop audience segmentation, personas, and lifecycle models to personalize engagement at scale.
- Design and oversee the governance of audiences across campaigns and brands.
- Serve as the enterprise customer advocate, ensuring decisions are grounded in audience needs and behaviors.
- Establish mechanisms (research, feedback loops, satisfaction measurement) to continuously capture and act on audience voice.
- Identify and address pain points across the customer experience, driving continuous improvement.
- Partner across Marketing, Product and Analytics to align strategies, priorities, and execution.
- Shape and evolve the operating model to enable a more agile, insight-driven marketing organization.
- Collaborate with Customer Relationship Management, analytics, and technology teams to advance data infrastructure and marketing capabilities.
- Lead agency and vendor relationships to support integrated execution and innovation.
- Lead a high-performing, multidisciplinary team spanning journey strategy, lifecycle marketing, and insights.
- Develop talent, foster innovation, and instill a culture of experimentation and continuous learning.
- Establish scalable processes, governance, and best practices for journey orchestration and insights activation.
Requirements
- Executive presence with exceptional communication and stakeholder management skills.
- Strategic, audience-first leadership with strong enterprise influence.
- Cross-functional collaboration with ability to align diverse teams.
- Data-driven decision-making with strong analytical judgment.
- Change leadership with a focus on team development and growth.
- Bachelor’s degree or equivalent experience.
- 10-12+ years of experience in customer experience, lifecycle marketing, audience insights, or growth marketing, with increasing leadership responsibility.
- Proven track record developing and executing end-to-end customer journey strategies that drive measurable growth in engagement, retention, and revenue.
- Strong understanding of integrated marketing, including digital, CRM, content, and performance channels.
- Experience leveraging data and analytics to inform strategy and influence executive decision-making.
- Experience in retail / Direct-To-Consumer business is preferred.
Skills
- CRM management (e.g., Salesforce or equivalent platforms)
- Customer data platforms (e.g HighTouch) and audience segmentation tools
- Marketing automation and personalization technologies
- Analytics and performance measurement tools
- Competency in Office 365
Experience Level
- 10-12+ years of experience
Education Level
- Bachelor’s degree or equivalent experience
Salary/Compensations
- $160,000 to $180,000
Benefits
- Medical, dental, vision, life and disability insurance for the associate and family (if applicable)
- Flexible Spending Account
- Health Savings Account
- 401k retirement program
- Mental health resources / Employee Assistance Program
- 80 hours of paid vacation time (accrued on an hourly basis)
- 9 paid holidays
- 30% employee discount across our family of brands
- Potential eligibility for annual merit-based wage increase, if applicable