Director - Lifecycle Marketing

Support Center - Irving

• Evangelize marketing communication priorities and brand strategy with the goal of establishing consistent, high-quality messaging, creative, and tone of voice across all of Michaels’ communications
• Create a bold multi-year vision for the Michaels lifecycle marketing, and customer engagement program, making this discipline a key area of competitive advantage for the company
• Collaborate with cross-functional teams, including marketing, merchandising, and product management, to align on priorities and business goals
• Translate how the tactical and technical capabilities feed into overarching marketing goals

• Serve as the Email, SMS, and Push Marketing channel lead. Collaborate cross-departmentally to create an engaging customer experience and drive customer engagement and revenue
• Develop and lead a multi-disciplinary team to execute targeted marketing strategies to drive customer acquisition, engagement, retention, and loyalty
• Partner with Technology and Data Science to implement marketing automation tools and technologies to optimize campaign performance and customer experiences
• Collaborate with external agencies to leverage their expertise and resources in executing targeted marketing initiatives
• Ensure compliance with relevant privacy regulations and best practices in data management and security

• Use data analytics and customer insights to identify and segment target audiences to drive customer-centric, personalized marketing campaigns
• Monitor and analyze campaign results and provide actionable insights that fuel continuous improvement
• Stay up to date with industry trends, emerging technologies, and best practices to drive innovation and competitive advantage, making recommendations to product and technical teams for new additions or enhancements

• Bachelor’s degree in Marketing, Business Administration, or a related field

• Proven ability to build and execute highly effective CRM, email, and SMS programs
• Demonstrated success in scaling and automating lifecycle marketing programs
• Deep understanding of digital marketing channels, including email, mobile, SMS, and website marketing
• Demonstrated proficiency in using marketing automation tools
• Experience leveraging AI to accelerate campaign and program optimization
• Excellent leadership and team management skills, with the ability to motivate and inspire cross-functional teams
• Strong communication and presentation skills with the ability to convey complex marketing concepts to both technical and non-technical stakeholders
• Proven ability to work in a fast-paced, deadline-driven environment, managing many projects simultaneously

• 10+ years of marketing experience with at least 5+ years in a CRM or Customer Engagement leadership position

• Deep understanding of data modeling, customer segmentation, and test/learn methodologies.
• Ability to analyze performance data and build frameworks and approaches to optimize against KPIs.
• Experience with vendor management and aptitude with technical CRM systems/processes.

• Graduate-level experience is a plus

• CDP, Omnichannel marketing platform knowledge/certification (i.e., Salesforce, Braze, Klaivyo, or similar platform experience)

• At least 2+ years in a retail CRM leadership position

Applicants in the U.S. must satisfy federal, state, and local legal requirements of the…