VP, Customer Engagement

Macy's•Long Island City, NY

About The Position

Bloomingdale's is seeking a VP of Customer Engagement to build on its strong foundation of high-income, brand-loyal customers, particularly those engaged with the Loyallist program. This role will focus on deepening the program's reach, enhancing the customer experience, and transforming CRM into a growth engine for retention, spend, and lifetime value. The position requires a leader who understands customer economics, can inspire a team, navigate a complex organization, and bring creative ambition to loyalty and CRM. The goal is to leverage Bloomingdale's customer relationships as a significant competitive advantage.

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 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.
Strong CRM and lifecycle marketing expertise – has built genuine lifecycle programs, not just promotional email calendars.
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.
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 – influence without authority is a core operating skill.

Responsibilities

Own the Loyallist program end-to-end, including tier architecture, earn and burn mechanics, benefit design, enrollment strategy, member experience, and the multi-year roadmap.
Develop and execute strategies to grow Loyallist enrollment, increase tier penetration, and boost sales transacting through the program.
Lead the annual and seasonal benefit calendar, ensuring Loyallist moments are differentiated, brand-worthy, commercially effective, and relevant to specific tiers and segments.
Build business cases for program investment by modeling LTV impact, earning C-suite confidence and Finance alignment.
Partner with Customer Strategy, Analytics & Measurement on Loyallist segmentation and LTV framework, ensuring the program is built around customer lifetime economics.
Serve as the primary strategic owner of the credit co-brand relationship, representing Bloomingdale's interests in partner conversations, negotiations, and joint marketing.
Operate within the Macy's Inc. enterprise credit structure with strategic authority over co-brand positioning, marketing, and leverage for customer growth.
Lead co-brand cardholder engagement strategy, including activation, spend stimulation, benefit communication, and migration paths for high-value Loyallist customers.
Develop tighter integration between Loyallist program mechanics and co-brand benefits for a cohesive customer value proposition.
Monitor high-value customer segment overlap with co-brand cardholder profiles for acquisition targeting, partnership opportunities, and benefit design.
Own CRM strategy and execution across email, SMS, push, and direct mail, building a communication architecture based on customer lifecycle and relevance.
Lead the evolution from message-first to audience-first CRM, with briefs starting from the customer segment and their lifecycle moment.
Build and scale the customer lifecycle model, covering onboarding, first-to-second purchase conversion, active customer deepening, lapsed customer reactivation, and Loyallist tier progression.
Own promotional discipline within CRM, partnering with Investment Planning & Commercial Calendar to ensure CRM communications align with the promotional architecture.
Partner with Customer Strategy, Analytics & Measurement on propensity models, churn prediction, and next-best-action decisioning.
Activate the customer data platform and first-party data infrastructure within CRM and Loyallist communications.
Own the personalization roadmap for CRM, moving towards triggered, behavior-based, and predictive outreach at scale.
Ensure Loyallist data is properly structured and fed into the enterprise customer data infrastructure.
Partner with Performance Marketing on the CRM-to-media activation bridge, defining audience strategy for paid media.
Partner with Investment Planning & Commercial Calendar on promotional architecture, ensuring CRM and loyalty data inform personalization and targeting.
Collaborate with Organic Discovery & AI-Visibility on organic touchpoints in the customer lifecycle.
Coordinate with the Head of Digital on the digital customer experience for Loyallist members.
Interface with Merchandising on product and category dimensions of Loyallist benefit design.
Interface with Stores leadership on the in-store Loyallist experience.