SFMC Product Manager: Automation & Personalization

Headquartered in Southern California, Skechers—the Comfort Technology Company®—has spent over 30 years helping men, women, and kids everywhere look and feel good. Comfort innovation is at the core of everything we do, driving the development of stylish, high-quality products at a great value. From our diverse footwear collections to our expanding range of apparel and accessories, Skechers is a complete lifestyle brand.

The Product Manager, Marketing Automation is a highly technical, strategic role responsible for bridging CRM and Loyalty business teams with Platform Engineering. This role owns the strategy, capability roadmap, and operational integrity of the Salesforce Marketing Cloud (SFMC) platform.

The Product Manager ensures the platform is scalable, reliable, and aligned to business outcomes while partnering closely with Solution Architecture and Production Support teams. This role exists to close the gap between platform capability and business execution, ensuring measurable business impact.

• Own the Salesforce Marketing Cloud product roadmap, defining and prioritizing capabilities that support business growth and customer engagement
• Establish scalable frameworks for journey orchestration, personalization, and automation
• Define platform standards, guardrails, and best practices to ensure consistent execution
• Ensure alignment between platform capabilities and evolving business needs

• Serve as the primary liaison between CRM and Loyalty teams and Platform Engineering
• Translate business objectives into clear product requirements and prioritized backlogs
• Partner with Solution Architecture to define aligned implementation approaches
• Drive alignment across technical and non‑technical stakeholders

• Own the end‑to‑end data flow strategy across the Salesforce Marketing Cloud ecosystem
• Ensure data quality, segmentation logic, and personalization accuracy
• Define integration requirements between SFMC and enterprise systems
• Establish governance standards for data usage, privacy, and compliance

• Evaluate and prioritize new platform capabilities, including AI‑driven personalization
• Identify opportunities to improve marketing effectiveness through data and automation
• Drive continuous improvement to increase platform efficiency and scalability

• Oversee the campaign development lifecycle from strategy through execution and analysis
• Implement A/B testing frameworks and optimization strategies
• Ensure deliverability best practices and maintain sender reputation

• 5+ years of hands‑on Salesforce Marketing Cloud experience
• Advanced knowledge of email marketing best practices and compliance
• Proficiency in SQL and AMPscript
• Experience with APIs and enterprise data integrations

• Proven experience translating business needs into scalable solutions
• Strong understanding of customer lifecycle marketing and segmentation
• Experience with CRM systems, loyalty programs, and CDPs

• Strong cross‑functional stakeholder management skills
• Ability to communicate complex technical concepts to business audiences
• Experience working in agile product and engineering environments

• Salesforce Marketing Cloud certifications
• Experience with AI‑driven marketing tools and advanced personalization
• Background in retail, e‑commerce, or loyalty programs
• Experience supporting global platforms

• Adoption and effectiveness of platform capabilities
• Reliability and scalability of the marketing automation platform
• Improvements in marketing performance driven by platform enhancements
• Stakeholder satisfaction across business and technical teams

The pay range for this role is $110,000-$150,000/yr USD.

Skechers is committed to providing a safe, inclusive, and respectful work environment. Skechers provides equal employment opportunities for all employees and applicants for employment without regard race, color, religion, gender, gender identification…