Marketing Director

Albertsons • Pleasanton, CA

6d

About The Position

The Director, High Value Action (HVA) Personalization is responsible for turning personalization into a scalable enterprise growth engine by operationalizing High Value Actions across the customer lifecycle. This role owns the HVA personalization framework end‑to‑end — from identifying which customer actions matter most, to enabling consistent activation, to ensuring those actions deliver measurable behavior change and long‑term value. The Director leads the HVA roadmap to enable counteracting downgrade, serving more customer needs, and driving digital engagement, while orchestrating execution across CRM, web, app, in‑store, product, and data science partners. Rather than directly building platforms or solely running campaigns, this role connects strategy, models, capabilities, and teams into durable, repeatable operating models that allow personalization to scale beyond one‑off efforts.

Requirements

• Bachelor’s degree required; MBA or advanced degree preferred
• 10+ years of experience in personalization, CRM, lifecycle marketing, growth, or analytics‑driven marketing
• Proven experience operating in highly matrixed environments with product, engineering, and data science partners
• Strong understanding of experimentation, incrementality, and customer value measurement
• Demonstrated ability to scale complex initiatives through operating models and playbooks
• Executive‑level communication and influence skills
• Experience leading multi‑disciplinary teams and senior stakeholders

Responsibilities

• Own the enterprise High Value Action framework as the organizing system for personalization
• Define and maintain the HVA catalog, including: Action definitions, Customer cohorts, Exit criteria, Value hypotheses (short‑ and long‑term)
• Prioritize HVAs based on customer impact, business value, and scalability constraints
• Ensure HVAs align to core customer problems: Counteracting downgrade and churn, Serving more customer needs and categories, Driving digital engagement and loyalty behaviors
• Design and own the end‑to‑end operating model for HVA personalization: Pre‑activation (identification, modeling, prioritization), Activation (channels, tactics, sequencing), Post‑activation (measurement, learning, iteration)
• Move personalization from bespoke, manual execution to repeatable, rinse‑and‑repeat programs
• Establish playbooks that enable consistent execution across campaigns, divisions, and channels
• Reduce coordination friction across Marketing, CRM, Product, Data Science, and Operations
• Serve as the primary orchestrator across teams, partnering closely with: CRM Capabilities & Campaign (channel execution, governance), Product & Personalization (components, tooling, decisioning), Data Science & Analytics (models, propensity, value estimation), Merchandising, Loyalty, and Operations (HVA alignment and scale)
• Translate complex model outputs and strategy into clear activation plans stakeholders can execute
• Proactively surface risks, constraints, and tradeoffs tied to scalability
• Enable activation of HVAs across: Email, Push, Text/RCS, Web, App, Deals Hub, In‑store touchpoints (pin pad, receipt, SCO where applicable)
• Define how HVAs map to channels, placements, cadence, and governance
• Ensure activations leverage existing capabilities first, while clearly articulating future needs
• Partner with execution teams rather than owning day‑to‑day build
• Own the measurement philosophy for HVA personalization
• Ensure each HVA has: Clear leading and lagging indicators, Incrementality frameworks (e.g., synthetic control, holdouts), Feedback loops into models and activation strategy
• Shift the organization from offer‑level optimization to behavior change and CLV‑oriented measurement
• Regularly synthesize results into leadership‑ready narratives and decisions
• Drive measurable progress against enterprise outcomes tied to HVA personalization, including: Retention and recovery of at‑risk spend, Growth in digital engagement behaviors (e.g., B4U engagement, app usage, opt‑in), Expansion of category breadth and depth, Improved Net Incremental Value of Marketing Reachable, Increased confidence and credibility in personalization ROI
• Lead and develop a team of 3 - 1 senior manager, 2 Managers leading execution
• Coach teams to think in systems, programs, and long‑term value — not just activations
• Foster strong collaboration, clarity of ownership, and decision discipline

Benefits

• Competitive wages paid weekly
• Access to up to 50% of your earned wages before payday, via our partnership with Stream
• Associate discounts
• Health and financial well-being benefits for eligible associates (Medical, Dental, 401k and more!)
• Time off (vacation, holidays, sick pay).
• Leaders invested in your training, career growth and development
• An inclusive work environment with talented colleagues who reflect the communities we serve

What This Job Offers

• Job Type: Full-time
• Career Level: Director