Your Impact
The Senior Manager of Customer Data Activation will play a critical role in defining and operationalizing data-driven audience strategies that fuel personalized marketing, media targeting, and customer loyalty/engagement programs. This role will be responsible for building robust customer audience frameworks, partnering cross-functionally to deliver consistent audience execution across channels, and optimizing segmentation to drive performance and business outcomes. The Sr. Manager, Customer Data Activation will be responsible for driving the deployment of audience targeting strategies in the Customer Data Platform (CDP) including omni-channel campaign activation across email, SMS, paid media, web, app, and in-store personalization platforms.

What You Will Do
• Develop and evolve the customer data activation and holistic audience roadmap in partnership with stakeholders across marketing, digital, analytics, and technology.

• Define, recommend, and execute best-in-class audience segmentation and targeting strategies leveraging behavioral, transactional, and predictive data in the Customer Data Platform (CDP).

• Lead the end-to-end audience creation and deployment process across owned (email, SMS, app, site) and paid (social, display, programmatic) marketing channels.

• Oversee audience creation and delivery processes to paid media and owned channels, ensuring timeliness and data fidelity to key Enterprise, Customer Marketing, and Retail Media Network stakeholders.

• Partner with analytics, media, creative, and campaign teams to align on activation goals, measurement plans, and performance insights.

• Serve as a key liaison with Martech and Data Engineering teams to evolve audience management capabilities in platforms such as Salesforce Data Cloud, Segment, Braze, or similar.

• Establish and monitor audience performance metrics across campaigns; lead testing strategies to optimize segment efficacy, conduct post-campaign audience analysis leveraging Tableau dashboards, SQL, Big Query, etc. to improve future activations.

• Serve as the strategic voice on audience targeting within campaign planning cycles, contributing data-backed recommendations and insights.

• Manage and mentor a global team of audience activation specialists; foster a culture of innovation, accountability, and continuous improvement

Required Qualifications
•Bachelor's Degree Business, Marketing, or Analytics or equivalent experience and 7+ Years in Marketing, CRM, Media or related work experience
•7+ Years Segmentation, Customer Data Platform(CDP), and Audience marketing experience
•3+ Years people management experience

Preferred Skills/Education
•Master's Degree Business, Marketing, or Analytics and 5 Years Retail Experience
•3+ Years experience with Salesforce Marketing Cloud and CDP

About Lowe's
Lowe’s is a FORTUNE® 100 home improvement company serving approximately 16 million customer transactions a week in the United States. With total fiscal year 2024 sales of more than $83 billion, Lowe’s operates over 1,700 home improvement stores and employs approximately 300,000 associates. Based in Mooresville, N.C., Lowe’s supports the communities it serves through programs focused on creating safe, affordable housing, improving community spaces, helping to develop the next generation of skilled trade experts and providing disaster relief to communities in need. For more information, visit Lowes.com.
 

Lowe’s is an equal opportunity employer and administers all personnel practices without regard to race, color, religious creed, sex, gender, age, ancestry, national origin, mental or physical disability or medical condition, sexual orientation, gender identity or expression, marital status, military or veteran status, genetic information, or any other category protected under federal, state, or local law.