Director, Marketing Technology & Loyalty

Role Overview

We're looking for a Director of Marketing Technology & Loyalty to lead the evolution of Our Client's customer engagement capabilities.

This role owns the implementation and activation of our Customer Data Platform (CDP), defines the broader marketing technology roadmap, and leads product management for our (currently unnamed) loyalty program. You'll work at the intersection of Product, Engineering, Marketing, and Data to build the systems and experiences that power personalization, lifecycle marketing, and customer engagement.

Product's role in this space is to define and deliver the underlying capabilities - including system integration, data activation, and internal rollout - rather than to run marketing programs. This team does not create campaigns or manage day-to-day marketing execution.

The CDP vendor will be selected before this role begins. This role will lead implementation and ensure the platform delivers meaningful, usable capabilities across the business. The CDP is intended to serve as the central orchestration layer across our marketing ecosystem, connecting customer data with the tools used for outbound and onsite engagement.

You will define how that ecosystem works end-to-end - ensuring that channels such as email, SMS, push notifications, and onsite personalization operate in a coordinated way, rather than as disconnected systems.

You are accountable for making these capabilities work in practice. That includes shaping how personalization shows up in customer-facing experiences (web and app), enabling high-quality audience targeting, and improving the signals and feedback loops that marketing teams rely on.

You'll lead a small team and partner closely with leaders across Product, Engineering, Marketing, and Data.

What You'll Own

CDP Implementation & Data Activation

• Lead end-to-end implementation of the selected CDP
• Define how customer and pet profile data is ingested, unified, and activated
• Ensure tight integration with core systems (data platform, marketing channels, onsite/app experiences)
• Deliver initial use cases (lifecycle marketing, retention, personalization) and scale from there

Martech Strategy & Orchestration

• Define and own the multi-year marketing technology roadmap
• Establish the CDP as the central orchestration layer across the ecosystem
• Define how engagement tools (email, SMS, push, onsite personalization) work together in a coordinated way
• Evaluate and select additional tools as needed, and rationalize the current stack where appropriate
• Make clear build vs. buy decisions with a bias toward simplicity, speed, and long-term maintainability

Loyalty Product Management

• Own product strategy and roadmap for Our Client's (currently unnamed) loyalty program
• Improve enrollment, engagement, and retention across free and paid tiers
• Partner with Marketing and Analytics to refine offers, benefits, and lifecycle triggers
• Ensure tight integration between loyalty, CDP, and core commerce experiences

Personalization & Customer Experience

• Define how personalization is applied across web and mobile app experiences
• Partner with Product teams to integrate personalization into core journeys (browse, PDP, cart, post-purchase, etc.)
• Ensure personalization capabilities are practical, testable, and measurable

Paid Traffic & Conversion

• Partner with Marketing to ensure paid traffic lands in the right experiences and converts at expected levels
• Support development and optimization of landing pages and entry points for paid campaigns
• Enable A/B testing and experimentation across landing pages and onsite experiences
• Improve tooling and data flows to support offer testing, targeting, and performance measurement

Execution & Team Leadership

• Build and lead a small, high-performing team of Product Managers
• Drive cross-functional execution with Engineering, Analytics, and Marketing
• Establish clear milestones and success metrics tied to business outcomes (conversion, retention, LTV)
• Focus on practical, incremental progress - avoid overbuilding

What We're Looking For

• 8-12+ years in product management, martech, loyalty, or related roles
• Proven experience implementing a CDP (Segment, Salesforce, Treasure Data, or similar)
• Experience working across multiple engagement channels (email, SMS, push, onsite personalization)
• Experience owning or working closely with loyalty/membership products
• Strong understanding of modern data architectures (warehouse-first, event streaming, identity resolution)
• Experience partnering with marketing teams on acquisition and conversion (landing pages, experimentation, targeting)
• Track record of building and scaling martech capabilities in a complex organization
• Ability to operate strategically while staying close to execution details
• Strong judgment - knows when to push for sophistication vs. when to keep things simple
• Comfortable navigating ambiguity and driving alignment across stakeholders

Nice to Have

• Experience in retail, e-commerce, or multi-channel businesses
• Familiarity with subscriptions or retail media
• Exposure to AI-driven personalization