With a focus on evolving Kohl’s to be world class in customer engagement and personalization, the senior manager, personalization customer lead will drive the strategy and manage the end-to-end customer segment engagement plan, inclusive of ideation, testing, prioritization and execution of key strategies. This role is responsible for driving engagement and realizing financial outcomes for specific customer segments. The leader will partner with key stakeholders to enable personalization capabilities across marketing, digital and store experiences through definition and execution of customer segment road maps.
Customer Segment(s) Engagement Plans and Drive Outcomes
Build out and drive the end-to-end customer segment strategy and learning agenda, including testing and full-scale opportunities through personalization of offers, content and products.
Partner with channel owners across the company to develop omnichannel communication plans and testing strategies.
Leverage insights to develop fact-based marketing strategies to drive incremental return on investment on marketing tactics and deliver on customer segment sales goals.
Adapt marketing base plans to customer segment needs and drivers, resulting in personalized marketing execution and testing plans aimed to drive increased engagement, loyalty, and financial gains.
Develop and oversee test programs and pilots to improve the effectiveness of growth personalization tactics.
Generate hypotheses and partner to define analytical/testing opportunities to provide new insights to further advance targeted personalization strategies.
Drive business opportunity and sales of segments through targeted strategies.
Serve as agile steward and coach, ensuring a data-driven mindset.
Encourage team to generate bold and innovative solutions.
Use customer insights, industry examples and leadership input in creating new test hypotheses.
Create a personalization customer experience vision for the entire organization to aspire to, and continuously evolve based on testing, learning and insights.
Partner with Marketing, Digital, Stores and other customer leads to drive a coordinated, personalized customer experience.
Develop deep understanding of shopping triggers and value-driving behaviors to move customers through the engagement funnel.
Create personalized journeys for targeted segments, ensuring touchpoints are as relevant as possible.
Partner with stakeholders to identify, develop and test new personalization tactics/capabilities that drive total enterprise traffic and improve customer value perception.
Define and lead programmatic solutions relevant to specific customer segments, inclusive of product, offer, content and channel strategies.
Own, define and implement the guidelines and governance for consumer engagement.
Leverage analytics and data science teams for actionable insights, algorithms, test designs and model validation.
Partner with stakeholders on creation of new personalization capabilities and features to be developed and tested through iterative frameworks.
Collaborate with cross-functional partners to measure and manage the overall impact and health of personalization initiatives.
Team Leadership and Executive Communications
Embrace a data-driven, agile mindset and encourage team to generate bold and innovative solutions.
Manage direct reports, systems and projects to achieve marketing goals.
Create an effective work environment by developing a common vision, setting clear objectives, expecting teamwork, recognizing outstanding performance, and maintaining open communications.
Develop staff through coaching, providing performance feedback and effective performance assessments, and establishing performance and development plans.
Ensure follow-up with team members on deliverables and hold team accountable for timely and accurate completion.
Inform leadership and key stakeholders of performance on a regular basis.
Collect learnings from engagement plans and share across teams and the organization.
Communicate challenges and opportunities in a proactive manner to key partners.
Six-plus years experience in technology, marketing, business brand or customer engagement strategy
Superior problem solving, critical thinking, and analytical skills
Experience in developing and driving marketing and personalization strategies
Experience in the development and execution of complex testing scenarios
Strong business acumen and the ability to influence key stakeholders
Understanding of marketing and personalization technology
Proven people leadership experience
Experience building strategic road maps and leveraging strategic insights to prioritize ideas
Technically proficient and knowledgeable of data modeling and architecture
Strong communication, influencing and partnering skills
Ability to create executive-level presentations and storytelling
Ability to translate insights into actionable plans