Director, Owned Media

Lead Belk’s owned media ecosystem, including Website, Email, SMS, Push Notifications, Homepage Personalization, Customer Journey Orchestration, and Lifecycle Marketing.

Drive customer engagement, retention, revenue, and customer lifetime value through a coordinated strategy that balances mass communications, segmentation, and 1:1 personalization while ensuring alignment across Marketing, Loyalty, Merchandising, Analytics, and Technology teams.

The role should serve as the business owner for the owned customer ecosystem, responsible for orchestrating customer communications, personalization, subscriber growth and health, and the supporting technology roadmap across all owned channels.

Channel Performance & Business Growth

Own revenue, traffic, engagement, and growth goals across Email, SMS, Push, Homepage Personalization, and future owned channels
Set annual/quarterly growth plans and cross-channel KPIs tied to sales, conversion, retention, and CLV
Optimize channel mix, frequency, and personalization for incremental sales and profitability

Test, Learn & Optimization Culture

Build a test-and-learn culture with clear measurement across owned channels
Prioritize testing roadmaps for conversion, engagement, retention, and personalization
Partner with Analytics to turn incrementality insights into investment

Subscriber Growth & Channel Health

Own subscriber acquisition, engagement, retention, and channel health (Email/SMS/Push)
Build KPI frameworks for growth, deliverability, opt-outs, and customer value
Define contact strategy balancing mass, segmented, triggered, and 1:1 messaging

Personalization & Lifecycle Performance

Own personalization roadmap and trigger-based journeys across web, app, email, SMS, push
Drive performance of onboarding, abandonment, loyalty, retention, and win-back programs
Use customer data and predictive insights to boost relevance, conversion, and CLV

Vendor, Platform & Transformation Leadership

Lead strategic relationships with CRM/CDP/personalization/martech vendors
Own business cases, implementation, and change management for platform migrations
Partner cross-functionally to align tech investment with growth and efficiency goals
Travel to vendor meetings as needed
Requires designated hybrid in-office work schedule

Education / Experience Requirements:

Bachelor’s degree or equivalent combination of industry related professional experience and education
10+ years of applicable experience
Working experience leading and motivating cross-functional, interdisciplinary teams to achieve tactical and strategic goals
Working experience of technology services, operations, and support
Working experience managing project budgets and financials
Industry experience: Retail or direct to consumer

Knowledge & Skills

Strong leadership skills
Proven experience with customer-centric design
Track record in gaining collaboration and alignment from diverse teams with strong view points
Experience in iterative project delivery
Technical knowledge and ability to translate technical jargon to business stakeholder
Deep experience leading CRM, lifecycle marketing, and customer engagement strategies – hands on keyboard and agency.
Experience managing Email, SMS, Push Notification, Website Personalization, and Customer Data Platform ecosystems.
Experience developing personalization roadmaps and customer journey frameworks.
Experience leading marketing technology implementations and platform migrations.
Experience balancing promotional, loyalty, lifecycle, and personalized communications within a unified customer contact strategy.
Experience using customer analytics and AI-driven capabilities to improve customer engagement and business outcomes.

Pay Range

$130,000-160,000

Reflected is the base pay range offered for this position. Pay may vary depending on factors including but not limited to achievements, skills, experience, or work location. The range listed is just one component of the compensation package offered to candidates.

Thank you for your consideration!

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