Director Of Personalization Jobs (NOW HIRING)

Key Responsibilities

High Value Action (HVA) Strategy & Ownership

• Own the enterprise High Value Action framework as the organizing system for personalization

• Define and maintain the HVA catalog, including:

• Action definitions

• Customer cohorts

• Exit criteria

• Value hypotheses (short‑ and long‑term)

• Prioritize HVAs based on customer impact, business value, and scalability constraints

• Ensure HVAs align to core customer problems:

• Counteracting downgrade and churn

• Serving more customer needs and categories

• Driving digital engagement and loyalty behaviors

Personalization Operating Model & Scale

• Design and own the end‑to‑end operating model for HVA personalization:

• Pre‑activation (identification, modeling, prioritization)

• Activation (channels, tactics, sequencing)

• Post‑activation (measurement, learning, iteration)

• Move personalization from bespoke, manual execution to repeatable, rinse‑and‑repeat programs

• Establish playbooks that enable consistent execution across campaigns, divisions, and channels

• Reduce coordination friction across Marketing, CRM, Product, Data Science, and Operations

Cross‑Functional Orchestration & Partnership

• Serve as the primary orchestrator across teams, partnering closely with:

• CRM Capabilities & Campaign (channel execution, governance)

• Product & Personalization (components, tooling, decisioning)

• Data Science & Analytics (models, propensity, value estimation)

• Merchandising, Loyalty, and Operations (HVA alignment and scale)

• Translate complex model outputs and strategy into clear activation plans stakeholders can execute

• Proactively surface risks, constraints, and tradeoffs tied to scalability

Activation Enablement

• Enable activation of HVAs across:

• Email, Push, Text/RCS

• Web, App, Deals Hub

• In‑store touchpoints (pin pad, receipt, SCO where applicable)

• Define how HVAs map to channels, placements, cadence, and governance

• Ensure activations leverage existing capabilities first, while clearly articulating future needs

• Partner with execution teams rather than owning day‑to‑day build

Measurement, Incrementality & Value Management

• Own the measurement philosophy for HVA personalization

• Ensure each HVA has:

• Clear leading and lagging indicators

• Incrementality frameworks (e.g., synthetic control, holdouts)

• Feedback loops into models and activation strategy

• Shift the organization from offer‑level optimization to behavior change and CLV‑oriented measurement

• Regularly synthesize results into leadership‑ready narratives and decisions

FY26 Outcome Ownership

This role drives measurable progress against enterprise outcomes tied to HVA personalization, including:

• Retention and recovery of at‑risk spend

• Growth in digital engagement behaviors (e.g., B4U engagement, app usage, opt‑in)

• Expansion of category breadth and depth

• Improved Net Incremental Value of Marketing Reachable

• Increased confidence and credibility in personalization ROI

While senior leadership owns overall business results, this role is accountable for ensuring HVAs are prioritized, activated, and measured in a way that allows those results to scale.

Team Leadership

• Lead and develop a team of 3 - 1 senior manager, 2 Managers leading execution

• Coach teams to think in systems, programs, and long‑term value — not just activations

• Foster strong collaboration, clarity of ownership, and decision discipline

Qualifications

• Bachelor’s degree required; MBA or advanced degree preferred

• 10+ years of experience in personalization, CRM, lifecycle marketing, growth, or analytics‑driven marketing

• Proven experience operating in highly matrixed environments with product, engineering, and data science partners

• Strong understanding of experimentation, incrementality, and customer value measurement

• Demonstrated ability to scale complex initiatives through operating models and playbooks

• Executive‑level communication and influence skills

• Experience leading multi‑disciplinary teams and senior stakeholders

What Success Looks Like

• High Value Actions become the default language and system for personalization decisions

• Personalization shifts from fragmented initiatives to one orchestrated growth engine

• Activation becomes faster, more repeatable, and less manual

• Leadership has confidence in what personalization is delivering and why

• The organization is positioned to scale AI‑driven personalization over time

We also provide a variety of benefits including: