Director - Customer Relationship Marketing (CRM)

About the role

The Director of Customer Relationship Marketing (CRM) leads the enterprise strategy, operating model, and governance for customer engagement, personalization, lifecycle growth, experimentation, and marketing automation. Reporting to the Senior Director of CRM & Personalization, this role partners across Marketing, Merchandising, Digital, Loyalty, Analytics, Technology, Product, and Lowe’s Media Network to translate customer insights into coordinated, personalized experiences across owned and addressable paid channels, stronger engagement, improved marketing effectiveness, and measurable business growth.

Responsibilities

• Develop and lead the enterprise customer growth strategy, operating model, and governance across engagement, lifecycle marketing, personalization, experimentation, automation, and owned and addressable paid media.
• Define customer engagement strategies for DIY, Pro, Loyalty, New Homeowners, and other priority segments across the full customer lifecycle.
• Establish coordinated contact and journey strategies across email, SMS, push, mobile app, web, direct mail, and targeted paid media to deliver a consistent cross-channel customer experience.
• Lead the enterprise lifecycle marketing strategy to increase customer lifetime value, retention, repeat purchases, category expansion, project frequency, and share of wallet.
• Define and advance the enterprise personalization roadmap, including next-best-action, decisioning, and AI-enabled experiences across owned and paid channels.
• Partner with Analytics and Data Science to develop customer value models, lifecycle segmentation, predictive insights, and measurement frameworks that inform growth strategies.
• Lead the enterprise experimentation roadmap, establishing consistent testing and measurement standards, prioritizing high-value tests across customer journeys, channels, personalization, and media activation, and scaling successful outcomes and learnings across the organization.
• Develop marketing automation and journey orchestration capabilities that improve speed, efficiency, scalability, and customer relevance while maintaining governance standards.
• Partner across Merchandising, Marketing, Digital, Loyalty, Media, Lowe’s Media Network, Product, Technology, Finance, and Stores to align customer strategies with enterprise priorities.
• Translate long-term customer growth priorities into annual operating plans, capability roadmaps, investment recommendations, and resource requirements.
• Establish performance goals, executive reporting, and portfolio-level measurement across customer engagement, lifetime value, retention, personalization, experimentation, automation, incrementality, and marketing efficiency.
• Build and lead a high-performing team by establishing clear priorities, developing talent and critical capabilities, fostering accountability and collaboration, and creating a culture of continuous learning and strong business results.

Requirements

• Bachelor’s degree Marketing, Digital, E-Commerce, etc. or equivalent years of experience in lieu of education requirement, if applicable
• 10+ years of progressive experience in CRM, lifecycle marketing, personalization, customer growth, digital marketing, or a related field
• 5+ years leading enterprise customer marketing, CRM, or growth strategies within a complex, matrixed organization
• Demonstrated experience developing customer engagement strategies across owned channels and addressable paid media
• Experience building customer segmentation, lifecycle, personalization, and journey orchestration strategies
• Proven ability to influence senior leaders and cross-functional partners, translate data into business decisions, and drive enterprise-wide change

Qualifications

• Experience in omnichannel retail, loyalty, retail media, or another customer-centric industry
• Experience leading experimentation, optimization, and marketing automation programs at scale
• Working knowledge of customer data platforms, decisioning tools, identity resolution, predictive analytics, and AI-enabled personalization
• Experience with platforms such as Adobe Experience Platform, Adobe Journey Optimizer, Salesforce Marketing Cloud, Braze, Adobe Target, or similar technologies
• Strong executive presence, strategic thinking, customer orientation, and a demonstrated ability to develop teams and lead through change

Skills

• Strategic thinker with a focus on customer-centricity
• Ability to influence senior leadership and cross-functional partners
• Experience with customer data platforms, decisioning tools, and AI
• Strong organizational and project management skills
• Excellent communication and collaboration skills

Benefits

Lowe’s offers a comprehensive benefits package including health insurance, retirement savings plans, paid time off, and more. For more information, visit Lowe’s Benefits Website.

Pay

Starting rate of pay may vary based on factors including, but not limited to, position offered, location, education, training, and/or experience. For more information, visit Lowe’s Benefits Website.

Schedule

This position is based at our headquarters in Mooresville, North Carolina.