Director of Marketing, Loyalty, and Personalization

HEB•San Antonio, TX

16d

About The Position

The Director of Marketing, Loyalty, and Personalization will lead customer engagement, loyalty, and growth through advanced analytics, targeted lifecycle marketing and coupon strategies (both digital and in-store). This role is responsible for defining and executing personalization strategies that increase customer lifetime value, improve retention, and maximize the performance of CRM and targeted marketing programs. This leader must combine deep technical fluency with strategic marketing expertise — translating rich customer insights into scalable, measurable programs that strengthen competitive advantage and deliver meaningful business impact.

Requirements

15+ years of Marketing experience with a deep understanding of loyalty and personalization
Affinity for data and experience analyzing marketing efforts to size different growth opportunities, build tests to measure impact and synthesize complex results into actionable recommendations
A data-driven, quantitative approach to using analytics and metrics to track KPIs to deliver upon overall company goals and metrics
Knowledge on measuring the value of integrated marketing campaigns across multiple platforms
Strong understanding of customer mindset matched with dedication to great consumer experiences
Experience managing high performing teams and developing talent
Ability to handle firm deadlines, work cross-functionally, and prioritize work in a fast-paced, high-change environment
Outstanding communication and interpersonal skills
Passion for a company culture committed to serving our customers, partners and our communities

Responsibilities

Set and lead the vision, roadmap, and long-term strategy for personalization, CRM, customer engagement, and growth analytics to accelerate H-E-B’s competitive advantage in grocery retail.
Drive alignment across Marketing, Analytics, Digital Product, Loyalty, Merchandising, Technology, Merchant, and Store teams.
Evaluate market trends and research insights to inform growth strategies.
Lead the planning, development, and execution of targeted marketing strategies that drive customer acquisition, engagement, retention, and growth.
Design segmentation and customer journey strategies that deliver personalized offers and communications across digital and in-store channels (email, mobile, push, social, in-app).
Develop and implement promotional communications - loyalty, coupon, and offer strategies aligned to customer behavior and business priorities.
Define customer lifecycle frameworks that nurture new, active, high-value, and at-risk segments.
Leverage advanced analytics and customer insights to identify and execute innovative programs that increase growth and engagement.
Lead development of predictive models and segmentation strategies.
Integrate data into campaign targeting, offer optimization, and personalization systems.
Define KPIs and measurement methodologies linking personalization and CRM efforts to revenue lift, retention, CLV, and margin impact.
Own the targeted marketing budget, ensuring efficient allocation and maximum return.
Continuously track, analyze, and optimize campaign performance to drive measurable impact.
Champion a test-and-learn culture using A/B, multivariate, and causal inference experiments.
Build frameworks for testing and optimization of offers, creative, timing, and channels.
Build, coach, and maximize a high-performing team of marketing and analytics partners.
Create and maintain strong relationships with Merchant and Store teams to align personalization strategies with in-market execution.
Promote collaboration, accountability, and innovation across all stakeholder groups.
Foster a collaborative, high-performing team - leading decisively while partnering effectively.