Job Description

The Senior Manager, Customer Segments & Journey Activation leads customer segmentation and journey orchestration strategies that drive personalized, customer-centric experiences across channels. This role serves as the bridge between customer strategy and execution, ensuring audiences, journeys, and campaigns are thoughtfully designed, accurately activated, and continuously optimized. Partnering closely with Lifecycle Marketing, Loyalty, Media, Analytics, and Integrated Marketing teams, this individual leverages customer data and insights to improve engagement, drive business outcomes, and advance enterprise customer strategies.

Responsibilities

Customer Segmentation & Journey Strategy

• Own the development, management, and optimization of customer segments to support enterprise marketing and business objectives
• Develop scalable audience and journey frameworks that align customer insights with business priorities
• Lead journey orchestration initiatives, influencing scope, sequencing, and prioritization across customer touchpoints
• Identify key customer moments, friction points, and engagement opportunities to inform future strategies
• Define success metrics and measurement frameworks for customer segments and journey performance

Audience Activation & Campaign Execution

• Serve as the business owner for customer audience activation and journey execution within customer data and marketing platforms
• Build and manage audience targeting, suppression logic, sequencing, and cross-channel orchestration strategies
• Partner with Lifecycle, Loyalty, Media, and Integrated Marketing teams to ensure accurate and effective campaign execution
• Lead quality assurance processes to validate audience logic, journey design, and campaign readiness prior to launch

Cross-Functional Partnership & Strategic Planning

• Develop customer insight summaries that communicate audience opportunities, journey objectives, and business impact
• Partner closely with Marketing, Loyalty, Media, Analytics, and broader business teams to align customer strategies and activation plans
• Facilitate stakeholder reviews and discussions around customer segments, journey performance, and optimization opportunities
• Influence enterprise customer strategy through data-driven recommendations and actionable insights

Reporting & Customer Insights

• Own reporting and performance analysis for customer segments, journeys, and campaigns
• Leverage customer data to identify behavioral trends, engagement patterns, and growth opportunities
• Deliver actionable insights and recommendations that improve segmentation strategies, customer experiences, and business performance
• Develop reporting frameworks and performance narratives for business and leadership stakeholders

Qualifications

Required

• 5–8+ years of experience in customer analytics, customer intelligence, CRM, lifecycle marketing, or related fields
• Hands-on experience working with customer data platforms, CRM systems, or customer audience management tools
• Strong understanding of customer segmentation, audience strategy, customer journeys, and first-party data activation
• Experience translating customer data into actionable insights and strategic recommendations
• Strong analytical, problem-solving, and storytelling skills
• Experience managing multiple stakeholders and priorities in a cross-functional environment
• Excellent communication, collaboration, and presentation skills

Preferred

• Experience supporting Brand, Merchandising, Loyalty, or Enterprise Strategy teams with customer insights
• Experience with CRM, lifecycle marketing, email marketing, or customer engagement programs
• Familiarity with media activation strategies utilizing first-party customer data
• Experience developing executive-level reporting, dashboards, and insight-driven business recommendations
• Experience within retail, e-commerce, loyalty, or consumer-focused environments