Vice President, Digital Customer Experience- Hybrid- Journeys

Job Summary

The Vice President, Digital Customer Experience will be responsible for leading and executing the overarching digital customer experience strategy across all online touchpoints. This senior leadership role will oversee a diverse team of professionals responsible for key digital channels and customer-centric initiatives, including email & SMS marketing, customer experience (CX) management, personalization strategies, loyalty programs, and paid digital advertising. The VP, Digital Customer Experience will drive innovation, integrate data-driven insights, and optimize customer journeys to enhance engagement, retention, and overall customer satisfaction. As a key member of the leadership team, this position will collaborate with multiple cross-functional teams to ensure seamless and impactful customer experiences.

Responsibilities:

Digital Customer Experience Leadership

• Lead and implement a long-term digital customer experience strategy aligned with overall company objectives.
• Track and report the key performance metrics (KPI's), analyzing data to continuously optimize customer experiences and provide success metrics of digital customer experience initiatives.
• Champion cross-functional collaboration between marketing, product, and tech teams to align customer experience initiatives with broader business objectives.
• Advocate for customer-centricity across the organization and ensure alignment on customer experience goals.
• Lead and mentor a high-performing team, including loyalty, email/SMS, paid advertising, and customer experience, providing guidance, support, and growth opportunities.

Digital Customer Experience (CX) Optimization

• Oversee the design and development of user-centric customer journeys across all digital channels, including web, display advertising, email/SMS, and other online platforms.
• Ensure seamless integration between digital channels and optimize usability, accessibility, and performance.
• Utilize web analytics and other data sources to track customer behavior and identify areas for improvement implementing A/B testing and other methodologies to optimize digital experiences.
• Leverage data to personalize customer interactions and deliver relevant content.
• Work closely with key stakeholders to ensure the product seasonal strategy communications are omnichannel, ensuring storytelling and brand campaigns are consistent across the website, email, and paid advertising.

Email / SMS

• Oversee email/SMS marketing initiatives to ensure campaigns are personalized, optimized, and designed to drive customer engagement and retention.
• Identify opportunities for innovation and optimization within the Salesforce Marketing Cloud platform.
• Use customer data and insights to drive segmentation strategies that increase open rates, click-through rates, and conversions.
• Ensure campaigns align with brand guidelines, voice, and are in compliance with email/SMS marketing regulations
• Utilize analytics tools to measure and analyze the performance of email / SMS campaigns with review of regular reports providing insights to cross-functional teams for improvement and optimization.

Performance Marketing

• Guide the Paid Advertising team in developing and executing paid media strategies across search engine marketing, paid display, and retargeting.
• Ensure paid campaigns are aligned with overall customer experience goals and continuously optimize performance and return on investment (ROAS).
• Analyze campaign results, leverage insights to adjust and improve targeting, messaging, and the creative.
• Work closely with the affiliate marketing team clearly defining goals, tracking performance, and maintaining strong partnerships to ensure the success and scalability of the performance marketing strategy.

Loyalty and Lifecycle

• Oversee the management of the Journeys All Access Rewards program executing loyalty strategies that successfully build profitable, long-term customer relationships in alignment with Journeys overall business goals across US and CA.
• Work closely with the Loyalty team to gain alignment on the Loyalty Roadmap Definition. Work to define the loyalty experience strategy and roadmap across web, future app, retail, and customer service channels.
• Collaborate with internal stakeholders to ensure requirements for upstream and downstream systems and platforms are accounted for in order to enable end to end feature delivery and are aligned with overall business strategy.
• Utilize analytics dashboards and tools to monitor business performance providing insights to drive continuous improvement.

Experience & Education

• 10+ years of progressive leadership experience in digital communications, marketing or related field, preferably within retail or footwear.
• Proven track record of successfully driving customer experience strategies at a senior level within a fast-paced, customer-centric environment.
• Deep understanding of user-centered design principles, usability testing, and information architecture.
• Proven track record leading digital marketing teams, CX management, and loyalty programs.
• Experience managing multi-functional teams and influencing senior leadership to adopt customer-focused initiatives.
• Bachelor's degree in Marketing, Merchandising, Business, or a related field; MBA or other degree a plus.

Skills & Competencies

• Deep understanding of experience design, loyalty, digital marketing, and omni-channel retail strategies.
• Strong leadership and team management skills, with the ability to motivate and inspire cross-functional teams.
• Excellent problem-solving abilities, strategic thinking, and decision-making.
• Data-driven mindset with proficiency in customer experience tools and analytics (Salesforce, Quantum Metrics, or similar platforms).
• Strong communication skills with the ability to influence stakeholders at all levels.
• A customer-first mindset with an innate passion for delivering exceptional service and creating positive customer outcomes.

Position Location

• This position is a hybrid role.

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