Senior Director of Customer & Digital Experience

Senior Director of Customer Growth & Digital Experience

Knoxville, TN, US

10 days ago Requisition

• Own end-to-end CDP strategy, governance, and roadmap, ensuring the platform delivers a unified, actionable customer profile across all touchpoints.
• Define and operationalize customer lifecycle stages — from acquisition through win-back — with segment-specific strategies tied to measurable CLV outcomes.
• Partner with Analytics and Finance to build customer health scoring, churn prediction models, and CLV forecasting frameworks.
• Drive first‑party data enrichment programs and consent management strategy in a cookieless landscape.

• Lead strategy and performance of all owned media channels — email, SMS, and push notifications — spanning campaign, triggered, and lifecycle programs.
• Define channel governance including frequency caps, segmentation logic, suppression rules, and A/B testing frameworks to maximize engagement while minimizing opt‑outs.
• Own deliverability, compliance (CAN‑SPAM, TCPA), and platform health across ESPs and SMS providers.
• Establish KPI frameworks connecting owned channel activity to revenue, retention, and customer satisfaction outcomes.

• Lead the company’s strategy for AI‑driven retail innovation, including agent discoverability — ensuring the brand surfaces accurately in LLM‑powered shopping agents such as ChatGPT Shopping, Perplexity, and Google Gemini.
• Own the roadmap for AI‑generated content optimization (AIO) — structuring website content and product catalog to perform in AI‑powered search and answer engines.
• Define the vision and business case for an AI Shopping Assistant, overseeing vendor evaluation, pilot design, and phased rollout.
• Monitor the evolving AI commerce landscape and bring forward‑looking perspectives to the CDO and executive leadership on business implications and opportunities.
• Own the strategy and business performance of on‑site search and personalization platforms, ensuring they drive measurable improvements in conversion, average order value, and customer satisfaction.
• Define the personalization maturity roadmap — from rules‑based to ML‑driven — across product recommendations, homepage, category pages, and triggered communications.
• Partner with Engineering and Product to prioritize platform investments and align technology capabilities to business goals.
• Maintain an ongoing vendor and partner evaluation process to ensure the company leverages best‑in‑class capabilities.

• Build, develop, and retain a high‑performing team of specialists across CDP, CRM, owned channels, AI strategy, and personalization.
• Establish clear goals, OKRs, and career development frameworks for each function.
• Serve as the primary Digital liaison to Merchandising, Brand Marketing, Technology, Analytics, and Finance on customer growth and engagement topics.
• Represent the function in executive forums and contribute to enterprise‑level strategic planning.

• 10+ years of progressive experience in digital marketing, CRM, or marketing technology, with at least 5‑years in a senior leadership capacity.
• Experience with ESP platforms such as SFMC, Bluecore, Attentive, Klavyio or similar a must.
• Experience with SMS/Push platforms such as Attentive, Braze or similar a must.
• Demonstrated experience owning a CDP or large‑scale CRM platform in a retail or e‑commerce environment.
• Experience with Tealium Audience Stream or similar CDP technology strongly recommended.
• Proven track record of driving measurable CLV, retention, and revenue outcomes through owned channels and personalization.
• Experience building and leading teams of 5+, with a track record of developing talent and maintaining high performance standards.
• Exposure to AI‑powered marketing tools, conversational commerce, or LLM‑based applications strongly preferred.
• Deep fluency in martech stacks — CDPs (e.g., Segment, Salesforce Data Cloud, mParticle), ESPs (e.g., Braze, Salesforce Marketing Cloud, Klaviyo), personalization engines (e.g., Dynamic…