Position Summary
The Director of Product, Marketing Technology will lead the product strategy, roadmap, and execution for the capabilities that power Five Below’s next generation of customer engagement across digital and store channels. This leader will shape how our marketing technology ecosystem evolves to support scalable CRM, CDP, and ESP capabilities; deeper personalization; future loyalty program strategy; and more connected attribution across customer behavior in ecommerce and stores.
This role will define and drive the product vision for an increasingly unified omni-channel experience, connecting customer identity, engagement, conversion, and retention across the full journey. The Director will partner closely with Marketing, Digital, Data & Analytics, Store Systems, Engineering, and Operations to deliver the platforms, data foundations, and omni features needed to improve how customers are reached, recognized, measured, and served.
The ideal candidate is a strategic product leader who can operate at both executive and execution levels. They bring deep expertise in marketing technology, customer data, loyalty, measurement, and retail omni-channel experiences, along with strong leadership in product operating models, cross-functional alignment, and value delivery.
Key Responsibilities- Define the multi-year product vision and strategy for Five Below’s marketing technology ecosystem, with a focus on CRM, CDP, ESP, personalization, loyalty, customer identity, and attribution.
- Own and evolve the roadmap for marketing technology capabilities that support acquisition, engagement, retention, reactivation, and lifetime value growth.
- Lead the product strategy for customer data activation, including audience creation, profile unification, event capture, identity resolution, consent-aware data use, and real-time orchestration.
- Drive the evolution of Five Below’s personalization capabilities across owned and paid channels, ensuring experiences become more relevant, timely, and connected across digital and store touchpoints.
- Help shape the future-state loyalty product strategy, including how loyalty data, benefits, segmentation, and engagement mechanics are supported through the broader marketing and customer platform stack.
- Define product direction for attribution and measurement capabilities that connect marketing performance with omni-channel customer behavior, including interactions across ecommerce, app, stores, and campaign channels.
- Partner with store systems and POS stakeholders to enable omni-channel features and data flows that improve customer recognition, promotional effectiveness, attribution fidelity, and end-to-end experience consistency.
- Lead the intake, prioritization, and governance processes for marketing technology investments, balancing strategic outcomes, business value, technical feasibility, and delivery capacity.
- Build strong partnerships across Marketing, Digital, Engineering, Analytics, Architecture, Privacy, Finance, and Store Operations to align on outcomes, sequencing, and change management.
- Guide platform and vendor decisions, including capability assessments, implementation approaches, integration strategy, and long-term scalability.
- Establish success metrics, business cases, and operating KPIs for key initiatives, ensuring teams can measure adoption, customer impact, performance lift, and operational efficiency.
- Lead and develop product managers and product owners as the function grows, setting a high bar for roadmap quality, discovery discipline, stakeholder management, and outcome-based execution.
- Champion agile product practices across cross-functional teams, ensuring clear problem framing, actionable requirements, strong backlog hygiene, and iterative value delivery.
- Serve as the senior product escalation point for major marketing technology and omni-channel customer experience issues with meaningful business impact.
Qualifications- 10+ years of experience in digital, retail technology, marketing technology, or related product environments
- 7+ years of product management experience, including ownership of strategy and roadmap for complex platforms or customer-facing capabilities
- 3+ years of people leadership experience, with demonstrated success leading and developing product talent
- Strong experience defining long-term product vision and translating strategy into executable roadmaps across multiple teams
- Proven track record partnering with executive stakeholders and influencing decisions across marketing, technology, analytics, and operations
- Experience leading products in Agile environments and working with tools such as Jira, Aha, or similar platforms
- Strong analytical, communication, and organizational skills with the ability to connect technical investments to customer and business outcomes
Preferred Expertise- Marketing technology platforms, including CRM, CDP, ESP, journey orchestration, and campaign activation capabilities
- Personalization strategy and execution across email, SMS, push, app, site, and paid media channels
- Loyalty product strategy, loyalty data models, and customer retention frameworks
- Attribution, measurement, and experimentation in omni-channel retail environments
- Customer identity, audience management, event-based data architecture, and consent/privacy considerations
- POS and store systems integration that enables omni-channel customer and promotional experiences
- Retail customer journey mapping across digital browsing, store shopping, transaction behavior, and lifecycle engagement
- Analytics and experimentation platforms such as GA, Adobe, or equivalent tools
- Familiarity with platforms such as Braze, Blueshift, Databricks, Salesforce Marketing Cloud, Adobe Experience Platform, or comparable ecosystems
What Success Looks Like- Five Below has a clear and actionable marketing technology roadmap aligned to growth, retention, and omni-channel customer experience priorities.
- CRM, CDP, and ESP capabilities are evolving in a more integrated, scalable way that enables faster activation and better measurement.
- Personalization becomes more relevant and consistent across channels, supported by stronger customer data and decisioning capabilities.
- The future loyalty strategy is supported by a flexible product and data foundation that can scale with evolving business ambition.
- Attribution improves across digital and store behavior, giving leaders greater visibility into campaign effectiveness and customer outcomes.
- POS and omni feature enablement create more seamless customer experiences and stronger connectivity between store and digital engagement.
- Product teams and cross-functional partners operate with clarity, accountability, and measurable progress against shared business goals.
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