VP, Customer Engagement

Job Description

ABOUT

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. We will always strive to make Bloomingdale's like no other store in the world. Across all brand touchpoints-from Bloomingdales.com to our newest small store concept, Bloomie's-everyone plays a critical role bringing our mission to life. Our inclusive culture promotes diversity of background, thought and opinion. Regardless of position, we believe all colleagues have a voice and access to share their thoughts with every level of leadership. Our colleagues are passionate, driven, entrepreneurial and collaborative, while having a lot of fun along the way.

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 Marketing Investment & 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 Sr. Director, Acquisition & Demand Generation 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, Acquisition & Demand Generation activates it
Partner with VP Marketing Investment & 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, Search Engine Optimization 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 VP Digital & Marketplace 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. Macy's, Inc. - including Macy's, Bloomingdale's, and Blue Mercury - is an equal opportunity employer, committed to a diverse and inclusive work environment.

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