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ABOUT

Bloomingdale's makes fashion personal and fun, aspirational yet approachable. Our mission is to guide and inspire our customers to make style a source of creative energy in their lives. We will always strive to make Bloomingdale's like no other store in the world. Across all brand touchpoints-from Bloomingdales.com to our newest small store concept, Bloomie's-everyone plays a critical role bringing our mission to life. Our inclusive culture promotes diversity of background, thought and opinion. Regardless of position, we believe all colleagues have a voice and access to share their thoughts with every level of leadership. Our colleagues are passionate, driven, entrepreneurial and collaborative, while having a lot of fun along the way.

THE OPPORTUNITY 

Bloomingdale's has one of retail's most distinctive customer bases: high-income, brand-loyal, and deeply engaged with the Loyallist program across its tiers. The VP of Customer Engagement will build on that foundation - deepening the program's reach, elevating the customer experience within it, and transforming CRM from a communications function into a true lifecycle engine that drives measurable growth in retention, spend, and lifetime value. 

This role sits at the intersection of data, relationship, and commerce. It requires a leader who thinks in customer economics - who understands LTV, tier migration, churn risk, and reactivation as financial levers, not just engagement metrics. And it requires someone who can build and inspire a team, navigate a matrixed enterprise structure, and bring genuine creative ambition to the loyalty and CRM space. Bloomingdale's customer relationship is a genuine competitive advantage - this VP's mandate is to make it an even more powerful one. 

WHAT YOU'LL OWN 

Loyallist Program Strategy 

• Own the Loyallist program end-to-end: tier architecture, earn and burn mechanics, benefit design, enrollment strategy, member experience, and the multi-year program evolution roadmap 
• Develop and execute the strategy to grow Loyallist enrollment, deepen tier penetration, and increase the proportion of total sales transacting through the program 
• Lead the annual and seasonal benefit calendar - ensuring Loyallist moments are differentiated, brand-worthy, commercially effective, and meaningful to the specific tier and segment receiving them 
• Build the business case for program investment: model the LTV impact of tier upgrades, benefit enhancements, and enrollment growth with the rigor that earns C-suite confidence and Finance alignment 
• Partner with VP, Customer Strategy, Analytics & Measurement on the Loyallist segmentation and LTV framework - ensuring the program is built around customer lifetime economics, not just transactional frequency or short-term spend 

Credit & Co-Brand Strategy 

• Serve as Bloomingdale's primary strategic owner of the credit co-brand relationship - representing Bloomingdale's interests in partner conversations, benefit negotiations, and joint marketing planning 
• Operate within the Macy's Inc. enterprise credit structure with meaningful strategic authority over how the co-brand is positioned, marketed, and leveraged for Bloomingdale's customer growth - influencing rather than directly owning the credit P&L 
• Lead co-brand cardholder engagement strategy: activation, spend stimulation, benefit communication, and the migration path for high-value Loyallist customers into co-brand holders 
• Develop tighter integration between Loyallist program mechanics and co-brand benefits - building a cohesive customer value proposition across both programs rather than two parallel experiences 
• Monitor high-value customer segment overlap with co-brand cardholder profiles as a signal for acquisition targeting, partnership opportunities, and benefit design priorities 

CRM & Lifecycle Marketing 

• Own CRM strategy and execution across email, SMS, push, and direct mail - building a communication architecture that reflects where each customer is in their lifecycle and what is most relevant to them, not just what the next promotional event requires 
• Lead the evolution from message-first to audience-first CRM: briefs begin with the customer segment and their moment in the lifecycle, not with a creative concept or a promotional offer looking for an audience 
• Build and scale the customer lifecycle model: new customer onboarding and first-to-second purchase conversion, active customer deepening, lapsed customer reactivation, and Loyallist tier progression journeys 
• Own promotional discipline within CRM - partnering with VP Marketing Investment & Commercial Calendar to ensure CRM communications reinforce Bloomingdale's promotional architecture and do not undermine pricing integrity or discount reduction efforts 
• Partner with VP, Customer Strategy, Analytics & Measurement on propensity models, churn prediction, and next-best-action decisioning - this VP defines what CRM needs to accomplish and for which segments; the CS&M team provides the intelligence to do it with precision 

Customer Data & Personalization Activation 

• Work in close partnership with VP, Customer Strategy, Analytics & Measurement to activate the customer data platform and first-party data infrastructure within CRM and Loyallist communications 
• Own the personalization roadmap for CRM: moving from batch-and-blast communications to triggered, behavior-based, and predictive outreach at scale - with clear milestones and measurable improvement in engagement and conversion 
• Ensure Loyallist data is properly structured and fed into the enterprise customer data infrastructure - this VP is both a primary consumer of that infrastructure and a steward of its most valuable and voluminous data inputs 

Cross-Functional Operating Rhythms 

• Partner with Sr. Director, Acquisition & Demand Generation on the CRM-to-media activation bridge - Loyallist and CRM audiences are among the highest-value segments in the paid media arsenal for suppression, lookalike modeling, and re-engagement; this VP defines the audience strategy, Acquisition & Demand Generation activates it 
• Partner with VP Marketing Investment & Commercial Calendar on promotional architecture - the Loyallist tier structure and CRM lifecycle data are essential inputs into how promotions are personalized and targeted, and this VP is a key voice in the evolution of promotional strategy 
• Partner with Director, Search Engine Optimization on organic touchpoints in the customer lifecycle - CRM and loyalty content can support organic discovery, and organic discovery surfaces can reinforce Loyallist messaging and enrollment 
• Collaborate with the VP Digital & Marketplace on the digital customer experience for Loyallist members - account pages, enrollment flows, benefit redemption, and the digital expression of program membership 
• Coordinate with Merchandising on the product and category dimensions of Loyallist benefit design - the most powerful loyalty moments are product-driven and curated, not generic discount events 
• Interface with Stores leadership on in-store Loyallist experience - associate-driven enrollment, member recognition, and in-store benefit activation are a significant and high-impact dimension of the program 

WHAT WE'RE LOOKING FOR 

• 10+ years in loyalty, CRM, or customer engagement leadership - with direct ownership of a significant loyalty program, CRM function, or both 
• Deep understanding of loyalty program design and economics: tier architecture, earn and burn mechanics, benefit strategy, enrollment growth, and the behavioral and financial levers that drive lifetime value 
• Experience managing or influencing a co-brand credit relationship - comfortable navigating enterprise partner structures and advocating for brand-level priorities within them 
• Strong CRM and lifecycle marketing expertise - has built genuine lifecycle programs, not just promotional email calendars, and can articulate the difference between the two clearly 
• Analytically strong - able to model LTV, segment by customer economics, measure CRM and loyalty incrementality, and make the financial case for program investment; able to partner with a data science team as a sophisticated client 
• Experience activating first-party data and customer data platform infrastructure in a CRM or loyalty context - understands what it takes to move from batch communications to personalized, triggered lifecycle marketing 
• Retail or luxury consumer experience strongly preferred - understands the emotional, relational, and aspirational dimensions of brand loyalty alongside the transactional ones 
• Strong cross-functional collaborator who can build coalitions across a matrixed organization - this role touches nearly every marketing function and several beyond it; influence without authority is a core operating skill 

This job description is not all inclusive; additionally, Macy's, Inc. reserves the right to amend this job description at any time. Macy's, Inc. - including Macy's, Bloomingdale's, and Blue Mercury - is an equal opportunity employer, committed to a diverse and inclusive work environment.

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