Senior Director, Marketing Planning and Strategy - Personalization and Digital Engagement

Position Summary...

Sam's Club is focused on delivering seamless, relevant, and high-impact member experiences across every touchpoint. Personalization is a critical lever to achieve this and requires tight integration across data, orchestration, experience delivery, and measurement.

As the Senior Director, Personalization and Digital Engagement, you will influence the enterprise personalization engine. This includes translating data-driven decisions into executable instructions, enabling consistent and high-quality experience delivery across channels, and ensuring a closed-loop measurement system that continuously improves performance.

This leader will sit at the center of CRM, Mar Tech, analytics integration, and channel execution-ensuring personalization is not just a strategy, but an operationalized, measurable capability embedded across the business.

What you'll do...

Personalization Orchestration (CRM, Mar Tech & Decisioning):

Turn strategy and analytics into executable personalization at scale.

* Translate Next Best Actions (NBA) and customer insights into clear, channel-ready instructions

* Define channel, timing, frequency, and prioritization logic across campaigns and touchpoints

* Establish rules for suppression, conflict resolution, and fatigue management

* Drive implementation of personalization Mar Tech selection & implementation

* Partner with CRM and Mar Tech teams to ensure seamless orchestration across systems

Experience Design & Delivery (by Channel):

* Enable teams to design and deliver channel-specific personalized experiences (email, app, SMS, push, paid media, in-club)

* Oversee execution of personalized messages, offers, and content across all touchpoints

* Drive consistency in brand voice and member experience across channels

* Monitor and optimize in-channel performance and execution quality

Measurement & Feedback Loop:

* Define and track enterprise personalization performance and member response metrics

* Evaluate ROI, member value exchange, and long-term business impact

* Feed insights back into decisioning, strategy, and roadmap prioritization

* Partner with data science to evolve segmentation, models, and test-and-learn frameworks

Cross-Functional Leadership & Integration:

* Act as the connective tissue between analytics, product, marketing, and engineering

* Ensure alignment across teams to deliver a unified personalization capability

* Influence senior leadership to prioritize and invest in personalization initiatives

Team Leadership & Capability Building:

* Lead a team of strategists and specialists across orchestration, experience, and analytics

* Build scalable processes, playbooks, and governance for personalization

* Coach teams to think beyond channel silos and focus on the end-to-end member journey

What You Bring…

* Experience operationalizing personalization-not just defining strategy

* Strong understanding of CRM, Mar Tech (CDP, Orchestration, etc.) ecosystems, and decisioning frameworks (e.g., NBA)

* Proven ability to translate data and analytics into scalable execution

* Experience leading cross-channel personalization (digital + physical preferred)

* Deep analytical mindset with a focus on measurement, testing, and optimization

* Ability to build systems and processes that scale across teams and channels

* Strong cross-functional leadership and stakeholder influence skills

* Comfort operating in ambiguity while building structure and clarity

* Passion for improving the end-to-end member/customer experience

Minimum Qualifications

Option 1:
Bachelor's degree in Business, Marketing, Technology, or related field and 8+ years' experience in personalization, CRM, analytics, or related area.

Option 2: 10+ years' experience in personalization, CRM, analytics, or related area.

5+ years' experience leading teams.

Preferred Qualifications

* Experience with enterprise personalization platforms and decisioning tools

* Background in retail, e-commerce, or membership-based models

* Experience building closed-loop measurement systems

* Strong partnership experience with product, engineering, and data science teams

* Master's degree in Business, Data Science, or related field

At Sam's Club, we offer competitive pay as well as performance-based bonus awards and other great benefits for a happier mind, body, and wallet!

* Health benefits include medical, vision and dental coverage

* Financial benefits include 401(k), stock purchase and company-paid life insurance

* Paid time off benefits include PTO, parental leave, family care leave, bereavement, jury duty, and voting. You will also receive PTO and/or PPTO that can be used for vacation, sick leave, holidays, or other purposes. The amount you receive depends on your job classification and length of employment. It will meet or exceed the requirements of paid sick leave laws, where applicable.

For information about PTO, see

* Other benefits include short-term and long-term disability, company discounts, Military Leave Pay, adoption and surrogacy expense reimbursement, and more.

Live…