Sr. Manager, CRM & Lifecycle Marketing

Overview

Sr. Manager, CRM & Lifecycle Marketing to lead lifecycle strategy across the customer journey. This is not a traditional email and SMS role. It is a high-impact, cross-functional leadership role responsible for orchestrating how the Foot Locker Inc banners convert early signals of intent into revenue and trust over time. This person will own lifecycle strategy and execution across the full journey. They will build and optimize the always-on lifecycle architecture that ensures each Foot Locker banner remains relevant, helpful, and conversion-oriented across the customer journey.
You will be directly responsible for lifecycle-attributed revenue, managing programs that collectively influence millions in annual revenue across owned channels.


The ideal candidate is both strategic and hands-on. They can think in systems, work in the weeds, build from scratch, and partner cross-functionally to turn lifecycle into a meaningful growth lever for the business.

Responsibilities

Scope Of Responsibilities

• Own Lifecycle Marketing as a revenue function across the full customer journey, with responsibility for strategy, execution, testing, performance, and optimization across owned channels and CRM touchpoints.
• Build and manage Foot Locker Incs always-on lifecycle architecture across lead nurture, conversion, onboarding, cross-sell, retention, and reactivation.
• Develop milestone-driven customer journeys that reflect the realities of sneaker culture, sport moments or key milestones over time, moving beyond simple time-based communication toward more relevant, behavior and journey-based orchestration.
• Help grow the loyalty program into a best-in-class customer engagement platform that drives retention, frequency, and advocacy through lifecycle and program benefit communications.
• Partner cross-functionally to ensure loyalty benefits, messaging, and experiences are clearly communicated and consistently executed across the lifecycle and during key moments.
• Develop, implement, and optimize omni-channel lifecycle marketing programs across email, SMS, and push notifications
• Identify gaps in retention and engagement to drive repeat purchase, increased share of wallet, and long-term brand affinity
• Drive personalization and dynamic content strategies to improve engagement, conversion, and lifetime value.
• Partner with Creative to brief and scale lifecycle asset needs across evergreen programs, campaigns, seasonal moments, and testing roadmaps.
• Manage agency partners and help shape the long-term operating model for lifecycle as the function grows.
• Build a rigorous testing and learning agenda across messaging, segmentation, timing, audience logic, and journey design, and translate learnings into ongoing performance improvement.
• Use customer and business data to identify friction, opportunity, and performance gaps, then turn those insights into practical programs that improve conversion and customer value.
• Help shape the future lifecycle infrastructure of the business, including segmentation strategy, personalization readiness, and the systems required to support a more intelligent and connected customer journey.
• Leverage AI and automation tools to accelerate content creation, segmentation, predictive modeling, and personalization at scale.

Qualifications

Key Qualifications & Requirements:

• 5+ years of experience in CRM, lifecycle marketing, or database marketing roles
• Proven success building, scaling, and optimizing lifecycle programs across acquisition, onboarding, retention, promotions, and win-back
• Strong background in segmentation strategy, CRM infrastructure, personalization, and lifecycle roadmap planning
• Demonstrated experience developing, managing, and growing loyalty programs (omni-channel experience strongly preferred) through communication strategies
• Advanced analytical skills with the ability to synthesize complex data into clear insights and recommendations
• Proven ability to translate strategy into executable plans and drive programs to completion
• Experience executing and measuring email, SMS, and app push campaigns
• Track record of identifying and testing new growth opportunities tied to company goals
• Bachelor's degree in Marketing or a related field preferred
• 4+ years leading lifecycle marketing planning, CRM roadmaps, analytics, email, and loyalty programs
• Experience in omnichannel and DTC industries (retail and/or fashion strongly preferred)
• Strong storytelling skills with the ability to present insights and recommendations to senior leadership

At Foot Locker, we value innovation, authenticity, and integrity in all that we do. To uphold the security and fairness of our hiring process, we ask that candidates refrain from using AI tools, including ChatGPT, during interviews and assessments. To ensure a smooth and secure experience, please review the following guidelines:

• Cameras must be on for all virtual interviews.
• AI tools are strictly prohibited during interviews or assessments.

We appreciate your understanding and cooperation as we work together to create a transparent and equitable hiring experience.

Benefits

The annual base salary range is $110,000-$125,000 This range represents the anticipated low and high end of the salary for this position. This role is also eligible to receive short term incentives that align with individual and company performance. Salary will be determined by the education, experience, knowledge, skills, and abilities of the applicant, internal equity, and alignment with market data. Salary is one component of the Foot Locker, Inc. total compensation package, which includes the below.

Foot Locker Benefits :

• Employee Discount
• Paid Time Off
• Medical | Dental | Vision Coverage
• 401(k) | Roth 401(k)
• Stock Purchase Plan
• Life Insurance
• Flexible Spending Account
• Opportunities for Advancement
• Tuition Reimbursement for Qualified Courses
• Strong Company Culture
• Employee Resource Groups