Assistant Marketing Manager - Direct Marketing

The Direct Marketing Assistant Manager focused on Customer Intelligence & Personalization serves as the customer intelligence and audience strategy lead within Direct Marketing and is responsible for developing and executing enterprise audience strategies, customer segmentation, personalization, lifecycle targeting, and customer decisioning capabilities across all direct marketing channels.
This role uses customer data to build audiences, improve message relevance, and help the team reach customers with timely communications. The Assistant Manager works closely with Analytics, Customer Data, Loyalty, Merchandising, Creative, Digital, Marketing Technology, IT, and external partners to move campaigns from request through launch, review results, and make practical improvements. The role also helps maintain audience, testing, and campaign documentation so programs can be repeated, measured, and improved over time.

Audience Strategy & Segmentation

• Build targeted contact lists and customer segments using purchase behavior, engagement, customer attributes, and lifecycle stage.
• Translate campaign goals into clear audience criteria, including eligibility, suppression, and exclusion rules.
• Support promotional, lifecycle, triggered, and personalized marketing programs with the appropriate target audience.
• Document audience definitions, naming conventions, and business rules so segments can be understood and reused.
• Identify audience opportunities based on customer behavior, campaign needs, and available data.

Lifecycle & Personalization

• Support customer communications across onboarding, engagement, retention, and reactivation stages.
• Use customer behavior and lifecycle stage to recommend more relevant audiences, content, offers, or timing.
• Help set up triggered and personalized programs using approved customer data and business rules.
• Work with campaign, creative, loyalty, merchandising, and digital partners to apply audience and personalization plans within the customer experience.
• Identify gaps where an additional message, audience, or trigger could better support the customer journey.

Testing & Optimizing

• Design and run tests on subject lines, content, layouts, calls to action, audiences, and send timing.
  Set up control groups or holdouts when needed and confirm that test cells are defined clearly before launch.
• Partner with Analytics to review results and determine what should be repeated, adjusted, or stopped.
• Apply test findings to future campaigns and maintain a record of key learnings. Manage audience testing and targeting optimization initiatives.

Cross-Functional Collaboration

• Partner with campaign owners, Copywriting, Graphic Design, Creative, Merchandising, Loyalty, Customer Data, Analytics, Digital, Marketing Technology, IT, and external partners as needed.
• Provide clear audience and testing requirements so creative, data, and technical teams can complete their work accurately.
• Communicate risks, questions, and changes early, and help teams reach practical decisions that keep work moving.
• Share results and learnings with partners so future campaigns can improve.
  

• Bachelor's degree in Marketing, Business, Analytics, Information Systems, or related field.
• 3+ years of experience in CRM, lifecycle marketing, audience strategy, customer analytics, personalization, or direct marketing.
• Experience with customer segmentation and targeting methodologies.
• Familiarity with email service providers and marketing automation platforms; experience with SAP Engagement Cloud is preferred.
• Strong analytical and problem-solving skills: experience reviewing campaign results in Google Analytics, platform reporting, or similar dashboards.
• Strong written communication, attention to detail, organization, and the ability to manage multiple deadlines.
• Ability to work with cross-functional teams and explain audience, campaign, and performance requirements clearly.
• Basic working knowledge of HTML and CSS for email template troubleshooting and rendering adjustments is a plus.
• Strategic Planning & Decision Making
  • Operates with moderate to high autonomy and judgment
  • Aligns work to broader enterprise objectives
• Cross‑Functional Leadership & Influence
  • Builds strong partnerships across teams and vendors
  • Leads through influence rather than authority
• Communication & Executive Readiness
  • Clearly communicates strategy, results, and trade‑offs
  • Delivers insights in a concise, leadership‑ready manner
• Results Orientation
  • Holds self and partners accountable to outcomes
  • Drives continuous improvement and innovation