Macy's

VP, Customer Engagement

Macy's • $150K — $200K *
Long Island City, NY 11101In-Person
Retail & Consumer Goods
8 - 10 years of experience
Today
Be an Early Applicant
Job Overview by Ladders

Qualifications

  • 10+ years in loyalty, CRM, or customer engagement leadership, with experience managing significant programs
  • Deep understanding of loyalty program design and economics, including tier architecture and benefit strategy
  • Experience managing or influencing a co-brand credit relationship within enterprise structures
  • Strong expertise in CRM and lifecycle marketing, beyond simple promotional efforts
  • Analytical skills to model customer lifetime value and measure program effectiveness
  • Experience with customer data platforms and personalized marketing in a CRM context
  • Preferred background in retail or luxury consumer brands
  • Strong ability as a cross-functional collaborator in a matrix organization

Responsibilities

  • Own the end-to-end Loyallist program, from tier architecture to member experience
  • Develop strategies to enhance program enrollment and sales through the Loyallist
  • Lead the annual benefit calendar, ensuring differentiation and commercial effectiveness
  • Build robust business cases for program investments, demonstrating financial impact
  • Oversee CRM strategy across various communication channels, focusing on customer lifecycle

Benefits

  • Collaborative work environment with opportunity for cross-functional influence
  • Engage with high-value customer segments in a luxury retail setting
  • Opportunity to shape a key loyalty program and drive measurable growth
  • Work within a matrix organization that fosters relationship building and strategic impact
  • Access to valuable first-party customer data for CRM initiatives
Full Job Description
Job Description

THE OPPORTUNITY

Bloomingdale's has one of retail's most distinctive customer bases: high-income, brand-loyal, and deeply engaged with the Loyallist program across its tiers. The VP of Customer Engagement will build on that foundation - deepening the program's reach, elevating the customer experience within it, and transforming CRM from a communications function into a true lifecycle engine that drives measurable growth in retention, spend, and lifetime value.

This role sits at the intersection of data, relationship, and commerce. It requires a leader who thinks in customer economics - who understands LTV, tier migration, churn risk, and reactivation as financial levers, not just engagement metrics. And it requires someone who can build and inspire a team, navigate a matrixed enterprise structure, and bring genuine creative ambition to the loyalty and CRM space. Bloomingdale's customer relationship is a genuine competitive advantage - this VP's mandate is to make it an even more powerful one.

WHAT YOU'LL OWN

Loyallist Program Strategy
  • Own the Loyallist program end-to-end: tier architecture, earn and burn mechanics, benefit design, enrollment strategy, member experience, and the multi-year program evolution roadmap
  • Develop and execute the strategy to grow Loyallist enrollment, deepen tier penetration, and increase the proportion of total sales transacting through the program
  • Lead the annual and seasonal benefit calendar - ensuring Loyallist moments are differentiated, brand-worthy, commercially effective, and meaningful to the specific tier and segment receiving them
  • Build the business case for program investment: model the LTV impact of tier upgrades, benefit enhancements, and enrollment growth with the rigor that earns C-suite confidence and Finance alignment
  • Partner with VP, Customer Strategy, Analytics & Measurement on the Loyallist segmentation and LTV framework - ensuring the program is built around customer lifetime economics, not just transactional frequency or short-term spend

Credit & Co-Brand Strategy
  • Serve as Bloomingdale's primary strategic owner of the credit co-brand relationship - representing Bloomingdale's interests in partner conversations, benefit negotiations, and joint marketing planning
  • Operate within the Macy's Inc. enterprise credit structure with meaningful strategic authority over how the co-brand is positioned, marketed, and leveraged for Bloomingdale's customer growth - influencing rather than directly owning the credit P&L
  • Lead co-brand cardholder engagement strategy: activation, spend stimulation, benefit communication, and the migration path for high-value Loyallist customers into co-brand holders
  • Develop tighter integration between Loyallist program mechanics and co-brand benefits - building a cohesive customer value proposition across both programs rather than two parallel experiences
  • Monitor high-value customer segment overlap with co-brand cardholder profiles as a signal for acquisition targeting, partnership opportunities, and benefit design priorities

CRM & Lifecycle Marketing
  • Own CRM strategy and execution across email, SMS, push, and direct mail - building a communication architecture that reflects where each customer is in their lifecycle and what is most relevant to them, not just what the next promotional event requires
  • Lead the evolution from message-first to audience-first CRM: briefs begin with the customer segment and their moment in the lifecycle, not with a creative concept or a promotional offer looking for an audience
  • Build and scale the customer lifecycle model: new customer onboarding and first-to-second purchase conversion, active customer deepening, lapsed customer reactivation, and Loyallist tier progression journeys
  • Own promotional discipline within CRM - partnering with VP, Investment Planning & Commercial Calendar to ensure CRM communications reinforce Bloomingdale's promotional architecture and do not undermine pricing integrity or discount reduction efforts
  • Partner with VP, Customer Strategy, Analytics & Measurement on propensity models, churn prediction, and next-best-action decisioning - this VP defines what CRM needs to accomplish and for which segments; the CS&M team provides the intelligence to do it with precision

Customer Data & Personalization Activation
  • Work in close partnership with VP, Customer Strategy, Analytics & Measurement to activate the customer data platform and first-party data infrastructure within CRM and Loyallist communications
  • Own the personalization roadmap for CRM: moving from batch-and-blast communications to triggered, behavior-based, and predictive outreach at scale - with clear milestones and measurable improvement in engagement and conversion
  • Ensure Loyallist data is properly structured and fed into the enterprise customer data infrastructure - this VP is both a primary consumer of that infrastructure and a steward of its most valuable and voluminous data inputs

Cross-Functional Operating Rhythms
  • Partner with VP, Performance Marketing on the CRM-to-media activation bridge - Loyallist and CRM audiences are among the highest-value segments in the paid media arsenal for suppression, lookalike modeling, and re-engagement; this VP defines the audience strategy, Performance Marketing activates it
  • Partner with VP, Investment Planning & Commercial Calendar on promotional architecture - the Loyallist tier structure and CRM lifecycle data are essential inputs into how promotions are personalized and targeted, and this VP is a key voice in the evolution of promotional strategy
  • Partner with Director, Organic Discovery & AI-Visibility on organic touchpoints in the customer lifecycle - CRM and loyalty content can support organic discovery, and organic discovery surfaces can reinforce Loyallist messaging and enrollment
  • Collaborate with the Head of Digital on the digital customer experience for Loyallist members - account pages, enrollment flows, benefit redemption, and the digital expression of program membership
  • Coordinate with Merchandising on the product and category dimensions of Loyallist benefit design - the most powerful loyalty moments are product-driven and curated, not generic discount events
  • Interface with Stores leadership on in-store Loyallist experience - associate-driven enrollment, member recognition, and in-store benefit activation are a significant and high-impact dimension of the program

WHAT WE'RE LOOKING FOR
  • 10+ years in loyalty, CRM, or customer engagement leadership - with direct ownership of a significant loyalty program, CRM function, or both
  • Deep understanding of loyalty program design and economics: tier architecture, earn and burn mechanics, benefit strategy, enrollment growth, and the behavioral and financial levers that drive lifetime value
  • Experience managing or influencing a co-brand credit relationship - comfortable navigating enterprise partner structures and advocating for brand-level priorities within them
  • Strong CRM and lifecycle marketing expertise - has built genuine lifecycle programs, not just promotional email calendars, and can articulate the difference between the two clearly
  • Analytically strong - able to model LTV, segment by customer economics, measure CRM and loyalty incrementality, and make the financial case for program investment; able to partner with a data science team as a sophisticated client
  • Experience activating first-party data and customer data platform infrastructure in a CRM or loyalty context - understands what it takes to move from batch communications to personalized, triggered lifecycle marketing
  • Retail or luxury consumer experience strongly preferred - understands the emotional, relational, and aspirational dimensions of brand loyalty alongside the transactional ones
  • Strong cross-functional collaborator who can build coalitions across a matrixed organization - this role touches nearly every marketing function and several beyond it; influence without authority is a core operating skill

This job description is not all inclusive; additionally, Macy's, Inc. reserves the right to amend this job description at any time.

MARKETING00

About Macy's

Macy's Careers

Join the vibrant team at Macy's—a leader in the retail industry, offering unparalleled job opportunities that empower you to leverage your skills and drive innovation. At Macy's, we are committed to fostering a culture of diversity and professional growth, making it an exciting time to become part of our global community. Work You'll Do Embark on a career at Macy's and be at the forefront of the retail revolution. With a variety of positions available, from in-store roles to corporate leadership, Macy's provides a platform for professional development and career advancement. Whether you're looking for a full-time position or a part-time internship, Macy's offers a dynamic work environment where your contributions are valued and celebrated. Join Macy's market-leading team to help redefine the shopping experience for millions of customers worldwide. Lead through innovation and be part of a company that prides itself on its commitment to leadership and excellence in the retail sector. Transform your career with Macy's through our comprehensive training programs and development opportunities. Work alongside a diverse team of professionals, all driven by a shared goal of delivering exceptional service and driving success in a competitive marketplace. Macy's Employment Experience At Macy's, we understand that our employees are our greatest asset. That's why we offer competitive benefits, including health insurance, retirement plans, and employee discounts, to ensure our team members are supported both personally and professionally. Our commitment to diversity and inclusion is evident in our hiring practices and corporate culture. We strive to create an environment where all employees can thrive and contribute to our collective success. Macy's is not just a company; it's a community where innovation, leadership, and teamwork are at the heart of what we do. Innovative Work Macy's is a place where you can harness your skills to explore new ideas and innovative solutions. Our commitment to innovation is what sets us apart and keeps us at the forefront of the retail industry. Join us and contribute to projects that redefine retail and improve customer experiences across all our channels. Be Part of a Great Team At Macy's, you'll collaborate with talented professionals who are passionate about redefining retail. Our team's unparalleled capabilities and dedication to excellence make Macy's a leader in the industry. Here, your career will flourish as you work on diverse projects and make a real impact on our company's future. Future-Proof Your Career With Macy's, the sky's the limit when it comes to career growth and opportunities. Advance your career through our training and development programs, designed to nurture your professional skills and prepare you for future leadership roles. Grow with us and see how far your ambition can take you. Stay Connected Join Our Team Search for open positions that match your skills and interests at Macy's. We are always on the lookout for passionate, creative, and solution-driven team players. Explore the numerous career paths available and find the perfect fit for you. Keep Up to Date Stay informed with the latest career tips, insider perspectives, and industry-leading insights—all from the people who make Macy's a fantastic place to work. Our careers blog is your go-to resource for everything from interview tips to resume advice. Job Alert Emails Customize your subscription to receive job alerts and the latest news from Macy's. Tailor your preferences to see exciting and rewarding opportunities that align with your career aspirations. Join us and be part of a company that values innovation, leadership, and a diverse workforce.
Learn more about Macy's
Size
88,857 employees
Market Cap
$5.4 billion
Industry
Retail & Consumer Goods
Net Income
-$3.9 billion
Founded
1858
5 Year Trend
-0.4%
Revenue
$18 billion
NASDAQ
M
* Ladders Estimates

Similar Jobs

Ad banner background

Get Ready For Your
Next Interview

More Jobs at Macy's

More Retail & Consumer Goods Jobs

Find similar VP, Customer Engagement jobs:

NationwideLong Island City, NY