VP, Customer Engagement

About the Role

Bloomingdale's makes fashion personal and fun, aspirational yet approachable. Our mission is to guide and inspire our customers to make style a source of creative energy in their lives. The VP of Customer Engagement will build on our distinctive customer base—high-income, brand-loyal, and deeply engaged with the Loyallist program—to deepen its reach, elevate the customer experience, and transform CRM from a communications function into a true lifecycle engine driving measurable growth in retention, spend, and lifetime value.

This role sits at the intersection of data, relationship, and commerce, requiring a leader who thinks in customer economics—understanding LTV, tier migration, churn risk, and reactivation as financial levers. The VP will inspire a team, navigate a matrixed enterprise structure, and bring creative ambition to loyalty and CRM, making Bloomingdale’s customer relationship an even more powerful competitive advantage.

Responsibilities

• Loyallist Program Strategy
  • Own the Loyallist program end-to-end: tier architecture, earn and burn mechanics, benefit design, enrollment strategy, member experience, and multi-year program evolution roadmap.
  • Develop and execute strategies 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 specific tiers and segments.
  • Build the business case for program investment by modeling the LTV impact of tier upgrades, benefit enhancements, and enrollment growth to earn C-suite 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.
• Credit & Co-Brand Strategy
  • Serve as Bloomingdale’s primary strategic owner of the credit co-brand relationship, representing brand interests in partner conversations, benefit negotiations, and joint marketing planning.
  • Operate within the Macy’s Inc. enterprise credit structure with strategic authority over co-brand positioning, marketing, and leveraging for customer growth.
  • Lead co-brand cardholder engagement strategy: activation, spend stimulation, benefit communication, and migration paths 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.
  • Monitor high-value customer segment overlap with co-brand cardholder profiles 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 reflecting each customer’s lifecycle stage and relevance.
  • Evolve CRM from message-first to audience-first: briefs begin with the customer segment and their lifecycle moment, not promotional offers.
  • Build and scale the customer lifecycle model: new customer onboarding, first-to-second purchase conversion, active customer deepening, lapsed customer reactivation, and Loyallist tier progression journeys.
  • Maintain promotional discipline within CRM, partnering with VP Marketing Investment & Commercial Calendar to reinforce promotional architecture without undermining pricing integrity.
  • Partner with VP, Customer Strategy, Analytics & Measurement on propensity models, churn prediction, and next-best-action decisioning.
• Customer Data & Personalization Activation
  • Partner 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 to triggered, behavior-based, and predictive outreach at scale.
  • Ensure Loyallist data is properly structured and fed into the enterprise customer data infrastructure as a primary consumer and steward of its inputs.
• Cross-Functional Operating Rhythms
  • Partner with Sr. Director, Acquisition & Demand Generation on CRM-to-media activation, defining audience strategy for suppression, lookalike modeling, and re-engagement.
  • Collaborate with VP Marketing Investment & Commercial Calendar on promotional architecture, ensuring Loyallist tier structure and CRM lifecycle data inform personalization and targeting.
  • Work with Director, Search Engine Optimization on organic touchpoints in the customer lifecycle to support discovery and reinforce Loyallist messaging.
  • Collaborate with VP Digital & Marketplace on the digital customer experience for Loyallist members, including account pages, enrollment flows, benefit redemption, and program expression.
  • Coordinate with Merchandising on product and category dimensions of Loyallist benefit design, ensuring loyalty moments are product-driven and curated.
  • Interface with Stores leadership on in-store Loyallist experience, including associate-driven enrollment, member recognition, and in-store benefit activation.

Requirements

• 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 behavioral/financial levers driving lifetime value.
• Experience managing or influencing a co-brand credit relationship, navigating enterprise partner structures, and advocating for brand-level priorities.
• Strong CRM and lifecycle marketing expertise, with a track record of building genuine lifecycle programs—not just promotional email calendars.
• Analytical strength: ability to model LTV, segment by customer economics, measure CRM and loyalty incrementality, and make the financial case for program investment.
• Experience activating first-party data and customer data platform infrastructure in a CRM or loyalty context, with a focus on personalized, triggered lifecycle marketing.
• Retail or luxury consumer experience strongly preferred—understanding the emotional, relational, and aspirational dimensions of brand loyalty.
• Strong cross-functional collaborator who can build coalitions across a matrixed organization; influence without authority is a core operating skill.

Benefits

• Eligibility for performance-based incentives/bonuses.
• 401k retirement plan.
• Comprehensive medical, vision, dental, life, and disability insurance options.
• Paid time off (PTO) accruals and holidays.

Eligibility requirements may apply based on location, job level, classification, and length of employment. Additional benefit details are available at bloomingdalesJOBS.com.