Director DIY Customer Marketing

The Director DIY Customer Marketing, reporting to the VP, is a new and key leadership role responsible for delivering modern, data-driven strategic acquisition and retention strategies to build incrementality to our base business (financial targets are defined).

This leader will be responsible for driving complex, cross-functional transformation across a highly matrixed organization and will leverage customer data, business insights, brand and business priorities and sales and margin goals to operationalize omni-channel journeys, including but not limited to owned channels like dotcom, in-store/POS and email/app to paid channels in partnership with the media team.

This leader will also contribute to the customer marketing execution elements of the Lowe's loyalty programs (DIY) in partnership with key business, marketing and technology stakeholders.

The Director will act as the subject matter expert on DIY customer segments and provide on-going strategic thought leadership on acquisition and retention, channels of engagement and personalization levers. This role will be oriented to an iterative approach, with high accountability for results.



Key Responsibilities

• Lead cross functional continuous marketing POD focused on Do-It-Yourself (DIY) customers to drive incremental sales and margin for customer subsegments using omni-channel journeys
• Execute continuous end-to-end marketing cycle and measurement with test-and-learn and continuous iteration to improve customer journeys, conversion, and profitability over time
• Develop a deep understanding of customer needs / opportunities in specific segment(s) and the product portfolio needed to effectively tell the enterprise value story
• Lead a DIY customer marketing execution/continuous marketing POD team responsible for ongoing DIY loyalty adoption and engagement.
• Strong analytical and data comprehension with experience working across data platforms to develop data-driven insights and identify the right metrics to measure impact
• Partner with Business intelligence, data analytics and IT for analytics needs, including learning a new, internally built data warehouse; understands how to mine for data in automated systems
• Support performance goals and sales by defining retention and engagement usability tests leveraging cross functional data and partnerships working alongside the VP
• Work directly with partnership functions through the POD and/or Brand Marketing relationships to connect with data analytics, IT, Finance, Supply Chain, Store Ops, Merchandising and Pro Services to identify critical service areas across the omni-channel journey that may have unmet needs and require solutions to create a true end-to-end customer journey
• Define, track and measure KPIs, with ongoing efforts to continuously analyze data, identify trends and continuous improvement opportunities to better drive our initiatives
• Apply understanding of modern marketing solutions (e.g., data-enabled personalization) and channels during campaign planning
• Identify opportunities to monetize personalization and new growth strategies via the Lowe's One Roof Media Network (LORMN) in partnership with the VP of LORMN

Leading Others:

• Experience in leading cross-functional teams
• Highly analytical with extensive experience leveraging customer data to deliver sales and margin growth targets and customer lifetime value
• Ability to influence executive team members and build mutual trust, respect, and cooperation among cross-functional peers
• Establishes strong working relationships with the management team, providing a strategic voice, working effectively and transparently in a partner-like fashion
• Identifies developmental needs of others on the team and coaches them to improve their knowledge or skills
• Creates a climate of engagement and productivity by empowering others and encouraging them to contribute ideas and make decisions