Your Impact
The Senior Manager of Customer Marketing, reporting to the Director of Customer Marketing, will work with Customer Marketing Leadership to help deliver Lowe's omni-channel customer engagement and retention strategies for the DIY and Pro customer segments (and respective subsegments) to build incrementality to our base business.
This role will be responsible for leading the day-to-day efforts of the "agile PODs" that work to drive sales and margin goals for known customers and opt-ins for unknown customers. The role will support complex, cross-functional transformation across a highly matrixed organization and will leverage customer data, business insights, brand and business priorities and sales and margin goals to operationalize omni-channel journeys including but not limited to owned channels like dotcom, in-store/POS and email/app to paid channels in partnership with the media team.
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This role requires someone who can lead advanced analytics efforts within the "agile POD" to deliver business performance goals through an iterative and rapid test/learn/scale mindset. This role will identify and execute the day-to-day customer segment growth opportunities and develop subject matter expertise to help define acquisition and retention strategies, channels of engagement and personalization levers.
What You Will Do
- Execute the day-to-day within cross functional continuous marketing PODs focused on Do-It-Yourself (DIY) and Pro customers to drive incremental sales and margin for customer subsegments using omni-channel journeys
- Collaborate with VP and Director to develop segment strategy and plan that will drive higher engagement - leading the development of briefs and serving as the integrator across marketing and broader organization
- Lead direct and indirect team members who work closely with cross functional partners, business owners, and other key stakeholders to develop effective segment specific marketing campaigns that meet critical KPIs
- Strong analytical and data comprehension with experience working across data platforms to look for trends and monitor changes within specific customer segments
- Work directly with partnership functions through the POD and/or Brand Marketing relationships to connect with business intelligence, data analytics, IT, Finance, Supply Chain, store ops, merchandising and Pro Services to identify critical service areas across the omni-channel journey that may have unmet needs and require solutions to create a true end to end customer journey
- Measure and report KPIs, with ongoing efforts to continuously analyze data, identify trends, and identify continuous improvement opportunities to better drive our initiatives
- Identify what is possible with existing data, but also identify future needs to best deliver on personalization and new growth strategies via the Lowe's Media Network
- Experience in informing communication plans, tactical campaign plans with customer journey insights
- Working understanding of marketing channels including how they work, supporting technology, their capabilities, and their limitations
- Comfortable operating in constant, rapid test & learn environment and driving organizational change through action
- Ability to drive leadership stakeholders to decisions
- Be the customer champion and effectively communicate customer segment strategy outside of own functional area to gain alignment
- Strong understanding of and relationships with Business, including ability to communicate Pod perspectives, needs, goals, etc.
- Experience managing and working within cross-functional teams
Required Qualifications
• Bachelor's Degree Marketing, Digital, E-Commerce or related field and 5-7 years of Data-driven Marketing Experience
• 4+ Years Leadership experience and knowledge of customer marketing including loyalty marketing and personalized engagement marketing
• 2+ Years Experience in a large retail environment or ecommerce company that serves Fortune 500 companies
Preferred Qualifications
• 2 Years Leadership experience at a retailer
About Lowe's
Lowe's Companies, Inc. (NYSE: LOW) is a FORTUNE® 50 home improvement company serving approximately 16 million customer transactions a week in the United States. With total fiscal year 2023 sales of more than $86 billion, Lowe's operates over 1,700 home improvement stores and employs approximately 300,000 associates. Based in Mooresville, N.C., Lowe's supports the communities it serves through programs focused on creating safe, affordable housing and helping to develop the next generation of skilled trade experts. For more information, visit Lowes.com.
Lowe's is an equal opportunity employer and administers all personnel practices without regard to race, color, religious creed, sex, gender, age, ancestry, national origin, mental or physical disability or medical condition, sexual orientation, gender identity or expression, marital status, military or veteran status, genetic information, or any other category protected under federal, state, or local law.
Starting rate of pay may vary based on factors including, but not limited to, position offered, location, education, training, and/or experience. For information regarding our benefit programs and eligibility, please visit https://talent.lowes.com/us/en/benefits.