Director Customer Marketing & Engagement

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Your Impact

The Director, Customer Marketing & Engagement, reporting to the VP, is a key leadership role responsible for delivering modern, data-driven strategic acquisition and retention strategies to attract new customers and engage existing customers through omni-channel strategy and tactics. This leader will be responsible for leading multiple senior leaders directly as well as leading dotted line team members from Brand Marketing, Creative, Technology, Lowes.com and Operations to lead the vision of data-driven customer marketing initiatives alongside the VP. The role will help drive the total enterprise audience strategy using top down and bottoms up data to rally the organization behind a set of prioritized customer segments and subsegments that can grow the most market share for Lowe's over time. The Director will act as the subject matter expert on DIY and Pro customer segments and provide on-going strategic thought leadership on acquisition and retention strategies, channels of engagement and personalization levers. This role will be oriented to an iterative approach, with high accountability for results. It will also be responsible for developing CEO and ELT level content on a regular basis for total enterprise updates on progress, challenges and future opportunities.

What you will do

• Guides the prioritization of continuous marketing across DIY and Pro customers, in alignment with the enterprise vision, to drive incremental sales and margin for customer subsegments using data enabled, omni-channel journeys

• Delivers the total annual enterprise revenue and margin targets associated with customer marketing and personalization to the VP

• Works alongside direct peers to influence the effectiveness of Lowe's DIY and Pro loyalty programs and ensure customers within these programs are actively engaged and Lowe's is also meeting its loyalty revenue and margin goals

• Understands the customer needs / opportunities in specific segment(s) and sets the audience targets and priorities used by the entire enterprise to grow market share across unique and ownable customer journeys

• Informs the technology requirements alongside the VP and Customer Marketing Operations leader to ensure capabilities in our marketing tech stack support the ongoing vision and unlocks to scale personalized marketing

• Partners with senior leaders across Business intelligence, data analytics and IT to execute the vision of utilizing data to drive key results across customer marketing.

• Develops and implements results-oriented plans for the customer marketing organization by continuously analyzing data, identifying trends, and championing continuous improvement opportunities

• Applies understanding of modern marketing solutions (e.g., data-enabled personalization) and channels during campaign planning

• Leads cross-functional teams; with an emphasized focus on personalization and CRM across paid and owned channels

• Leads and motivates across challenging or new bodies of work with success in working across ambiguity and defining clarity along the way

• Leverages customer data to deliver sales and margin growth targets and customer lifetime value

• Influences executive team members and build mutual trust, respect, and cooperation among cross-functional peers

• Establishes strong working relationships with the management team, providing a strategic voice, working effectively and transparently in a partner-like fashion

• Identifies developmental needs of others on the team and coaches them to improve their knowledge or skills

• Creates a climate of engagement and productivity by empowering others and encouraging them to contribute ideas and make decisions

Required Qualifications:

• Bachelor's Degree Marketing, Digital, E-Commerce etc. and 10-12 years Data-driven marketing experience
• 5-7 Years Leadership experience and expert knowledge of customer marketing including loyalty marketing and personalized engagement marketing
• 5-7 Years Experience in a large retail environment or ecommerce company that serves Fortune 500 companies
• 5-7 Years Leading Agile cross-functional teams and initiatives
• 5-7 Years Demonstrated ability to influence at multiple levels of the organization

Preferred Qualifications:

• Master's Degree MBA or other related

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.