Senior Owned Channels & Customer Marketing Specialist

Express•Columbus, OH

4d•Onsite

About The Position

The Senior Owned Channels & Customer Marketing Specialist is responsible for the strategy, planning, execution, and optimization of email and mobile marketing programs, including email, SMS and app push, and store marketing initiatives. This role plays a critical part in furthering our brand, customer, and business goals by delivering compelling, customer-first communications that drive engagement, traffic, conversion, trips, spend, retention, and revenue. This individual owns messaging strategy, audience segmentation, contact cadence, and campaign orchestration across all owned channels to support Ecommerce and Stores performance. They are accountable for establishing, tracking, and achieving key KPIs, including customer-level goals, last-touch attribution, channel-level file growth and store marketing initiative performance. They will partner closely with Marketing, Store Operations, Creative, Merchandising, Digital, Loyalty/CRM, Analytics and external partners to bring campaigns to life while continuously improving performance through a robust test-and-learn agenda.

Requirements

5–7+ years of experience in digital marketing, CRM, lifecycle marketing, owned channels, or email/mobile marketing, preferably within retail or eCommerce.
Proven experience managing email, SMS, app push, or lifecycle marketing programs at scale.
Strong understanding of customer segmentation, personalization, journey orchestration, campaign QA, and performance optimization.
Experience setting and managing KPIs tied to engagement, traffic, conversion, trips, spend, retention, and revenue.
Experience working with store operations and retail store teams on marketing initiatives that drive traffic, conversion and engagement.
Bachelor’s degree or equivalent professional experience preferred.
Experience with CRM, email, and marketing automation platforms such as Adobe Campaign, Bluecore, Salesforce Marketing Cloud, Braze, Klaviyo, Attentive, or similar platforms.
Familiarity with JIRA, Confluence, Microsoft Office, Excel, Google Analytics, in-platform reporting dashboards, and campaign performance tools.
Strategic, customer-centric thinker who understands how owned channels support brand storytelling, customer growth, and business performance.
Data-driven and commercially minded, with the ability to connect campaign performance to broader customer and financial outcomes.
Strong ownership mentality with accountability to KPIs, timelines, execution quality, and continuous improvement.
Highly organized and detail-oriented, with the ability to manage multiple campaigns, priorities, and stakeholders.
Clear, proactive communicator who can influence and collaborate across cross-functional teams.
Comfortable operating in a fast-paced, test-and-learn environment.
Passion for customer experience, brand storytelling, and delivering communications that are both effective and elevated.

Responsibilities

Lead end-to-end planning and execution of email, SMS, and app push campaigns, ensuring alignment with brand positioning, customer strategy, product priorities, promotional moments, and business goals.
Develop owned channel and store strategies that support retention, reactivation, loyalty engagement and omni-channel growth.
Lead store marketing initiatives that drive traffic, conversion and omni-channel customer engagement. Strategies include store event support, CRM offer planning, omni-channel customer communication and collaboration with corporate retail partners to maximize regional and local mall and store opportunities.
Establish, monitor, and optimize performance against set business plans and key KPIs including last-touch performance metrics, campaign-level engagement, and customer-level behavior.
Understand and interpret performance metrics in order to translate and clearly communicate performance insights to leadership.
Partner with cross-functional teams to define messaging strategy, audience selection, segmentation, personalization, and campaign timing across the marketing calendar.
Own and manage the owned channels calendar with a thoughtful approach to contact frequency, customer experience, business priorities, and long-term brand equity.
Strategize, build, maintain and optimize customer-lifecycle moments through journey/trigger campaigns and transactional messages.
Ensure best-in-class execution across all touchpoints, including content accuracy, offer accuracy, links, personalization, targeting, QA, deployment, and overall customer experience.
Develop and execute a test-and-learn roadmap across subject lines, creative, messaging, timing, frequency, segmentation, personalization, offers, and channel mix.
Build and review weekly reporting for performance monitoring and partner with Analytics and CRM teams to review performance, identify insights, and translate learnings into actionable recommendations.
Support key initiatives including loyalty programs, lifecycle journeys, direct mail, brand campaigns, store openings/closings, events, product launches, livestreams, and other customer-facing moments.
Lead day-to-day communication and execution logistics with external partners, platform vendors and Store Operations.
Identify opportunities to improve workflows, automation, personalization, reporting, and channel performance.
Stay current on owned channel best practices, customer communication trends, platform capabilities, and retail/eCommerce innovation.