Your Role
The Sr. Manager, VS & VSB CRM is responsible for developing and executing the VS & VSB customer lifecycle strategy and guiding the activation of key customer experiences across owned channels to achieve annual, seasonal, and quarterly customer goals, specifically focused on existing customer engagement and retention. Key responsibilities in achieving the customer goals are cross-functional partnership and data sharing, identifying customer behavior trends and opportunities, turning insights into actionable strategies that increase customer value and longevity. The Sr. Manager plays a critical role in maintaining marketable customer file growth and file health. Curious and data-driven, this leader brings analytical rigor and strategic insight to elevate lifecycle marketing across the VS & VSB brands.
Your Impact
Insight Development & Strategy Recommendations
- Set the strategic vision for the Direct Mail print program by leveraging data-driven insights to refine audience targeting, optimize creative and format decisions, and guide investment across vendors and channels, delivering measurable improvements in cost efficiency, response and conversion rates, incremental lift, and overall CRM ROI
- Oversee the development and execution of Bonus Card/bounce back programs across print and digital executions. Guide the long-term roadmap, optimizing the customer and operational experience while driving category exploration and repeat category penetration.
- Partner with Customer Analytics, Customer Insights, Brand Strategy, Digital Merchandising, Loyalty team and more - to focus on Customer goals by customer state and any category or sub-category specifics.
- Translate insights into clear, data-driven strategies that improve onboarding, activation, engagement, retention, and reactivation across channels in support of the identified customer goals.
- Support presentation of insights and recommendations to leaders, cross-functional partners, and direct reports to ensure insights are deeply understood, accurately interpreted, and effectively leveraged for activation.
- Drive ongoing focus on marketable customer file growth and overall file health
- Partner with Loyalty / VSCC team on specific activations in support of Victoria's Secret & Victoria's Secret Beauty customer goals
- Partner with Finance team on seasonal and yearly budget recommendations, utilizing MMM and campaign hindsights and trends to inform. Management of invoice approvals while partnering with cross-functional teams to identify opportunities to maximize ROI.
- Lead app wave offer strategy and partner with App team on total App strategy
Lifecycle Program Support
- Partner with key functions to develop and operationalize ongoing CRM execution framework to support entire CRM landscape, inclusive of connected triggers, journeys, promo detox initiatives, and tie-ins to daily marketing and select brand moments.
- Own the development and enhancement of multichannel lifecycle journeys aligned to customer goals and business priorities.
- Oversee the creation of campaign requirements, targeting logic, and measurement frameworks to bring impactful lifecycle programs to life.
- Partner with Marketing, Creative, Digital Product, and Operations teams to ensure insights and strategy translates into effective, customer-centric programs.
- Guide direct report in regular audit, maintenance and optimization of existing lifecycle triggers and journeys.
- Monitor the automated SMS program; ensuring triggers meet or exceed benchmark KPIs and are within monthly projected budgets. Ability to deliver recommendations to pivot if automations exceed plan.
Testing & Optimization
- Design testing framework and learning agenda to optimize broader lifecycle strategy.
- Lead the interpretation of test results and provide strategic recommendations on next steps, expansion opportunities, or program enhancements.
- Proactively identify optimization opportunities that improve lifecycle performance and customer outcomes in partnership with Customer Analytics, Brand Strat, and Loyalty.
Reporting & Performance Monitoring
- Establish a strong performance monitoring cadence, reviewing key KPIs to surface opportunities, challenges, or shifts in customer behavior.
- Deliver clear, strategic readouts that connect performance data to broader CRM and business goals.
- Guide Analysts in consistent weekly reporting, ensuring accuracy, and actionable takeaways - providing inputs into Monday Morning reporting and quarterly hindsights.
- Dashboard development within google looker and future state reporting tools
- Lead cross-functional share outs on customer goal pacing quarterly
Team Leadership
- Set clear goals, expectations, and success metrics for team members; conduct regular performance and development conversations.
- Identify skill gaps and create development plans, training opportunities, and stretch assignments to grow team capabilities
- Empower the team to operate proactively by encouraging experimentation, continuous learning, and ownership of channel improvements.
- Champion operational excellence by helping the team streamline processes, improve workflows, and adopt better tools and documentation practices.
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Your Experience
- Bachelor's degree in marketing, Business, Analytics, Economics, or related field.
- 5-7 years of experience in CRM, lifecycle marketing, marketing analytics, or customer insights.
- Strong analytical skills and strategic thinking skills with proven experience in an innovative space.
- Experience developing and managing a pre-season budget; with optimizations in-season
- Direct experience with CRM owned marketing drivers (Email, Push, SMS, Direct Mail)
- Ability to translate data into strategic recommendations.
- Strong communication and storytelling skills.
