Sr. Manager, Customer Segments & Journey Activation

The Senior Manager, Customer Segments & Journey Activation is responsible for leveraging customer data, research, and segmentation to uncover opportunities across the customer journey, identify moments that matter and sources of customer friction, and drive cross-functional action to enhance the overall customer experience. This role serves as the strategic bridge between customer insights and business action, transforming customer data into actionable recommendations that improve engagement, loyalty, and the end-to-end shopping experience. Working closely with partners across Marketing, Lifecyle, Loyalty, Digital, Merchandising, Operations, Technology, and Analytics, the Senior Manager identifies customer needs, behaviors, and pain points and helps prioritize opportunities that deliver meaningful customer and business outcomes.

The role is responsible for developing and evolving customer segmentation strategies, partnering closely with Customer Data Platform (CDP) business owners to define audiences and customer cohorts while ensuring segmentation frameworks are actionable, scalable, and aligned to enterprise priorities. In collaboration with Lifecycle teams, the Senior Manager helps inform and optimize customer journeys, bringing customer insights and behavioral data to journey design, targeting, and performance evaluation. In addition, this role leverages data from the CDP and other customer intelligence sources to uncover trends, assess journey performance, identify opportunities for optimization, and measure the impact of customer-focused initiatives. Through strong cross-functional collaboration, insight storytelling, and data-driven recommendations, the Senior Manager helps shape customer experiences improvements and strengthen the organization’s customer-centric decision making.

Responsibilities

Key Responsibilities

Customer Segmentation Strategy & Journey Optimization

Own the creation, management, and ongoing optimization of customer segments within the CDP, ensuring alignment with enterprise priorities and marketing objectives.
Advance audience segmentation strategies across channels, defining success metrics and impact measurement.
Business owner for journey-led workstreams and orchestration, influencing scope, sequencing, and ensuring alignment to customer strategy and business objectives.
Translate customer insights and strategic direction into scalable, executable segmentation and journey frameworks.
Identify moments that matter, friction points, and experience gaps, translating them into prioritized initiatives.

CDP Audience Enablement & Business Partnership

Serve as a key business stakeholder and advanced user of the CDP, helping maximize the value of customer data across customer experience initiatives.
Help establish best practices for audience development, segmentation governance, and customer data usage across business teams. Partner with Lifecycle, Media, Loyalty, and Integrated Marketing teams to define audience requirements, validate segmentation logic, and ensure customer data is accessible, actionable, and aligned to business objectives.
Provide consultation and thought leadership to cross-functional partners on customer targeting, personalization opportunities, measurement approaches, and journey optimization
Leverage CDP insights to identify trends, customer needs, and opportunities to improve engagement, retention, and the overall customer experience.

Cross-Functional Partnership & Strategic Planning

Develop insight summaries that outline customer opportunities, segment definitions, journey intent, and success metrics.
Partner closely with Lifecycle, Media, Loyalty, and Integrated Marketing teams to inform overarching customer strategy and activation approaches.
Facilitate alignment across teams by leading reviews of customer segments, journeys, and insights with key stakeholders.

Reporting & Performance Insights

Own reporting for campaigns, journeys, and customer segments, including performance, engagement, and behavioral insights.
Leverage the holistic, cross-channel customer view to identify patterns, behaviors, and opportunities that influence enterprise decision-making.
Share findings and recommendations with channel owners, marketers, and business partners to inform optimization and continuously refine segmentation and journeys.

Qualifications

Required

5–8+ years of experience in customer intelligence, lifecycle marketing, CRM, customer analytics, or related fields.
Hands-on experience working with a Customer Data Platform (CDP) or CRM, including segment creation and customer-level analysis.
Strong understanding of customer segmentation, journey mapping, and first-party data activation.
Experience managing intake and delivery of customer insights for multiple stakeholders.
Proven ability to translate data into actionable insights and strategic recommendations.
Excellent cross-functional collaboration and communication skills.

Preferred

Experience supporting Brand, Merchandising, or Enterprise Strategy teams with customer insights.
CRM, Email, and Lifecycle marketing experience.
Familiarity with media activation leveraging first-party customer data.
Experience developing reporting frameworks and insight narratives for senior stakeholders.