Senior Manager, CDP & Marketing Automations

Who We Are: Kontoor Brands, Inc. (KTB) is the parent company of Wrangler®, Lee® and Rock & Republic®, with owned manufacturing facilities in Mexico and Nicaragua. Kontoor also owns and operates over 140 retail stores across the globe. Our global company employs more than 15,000 people in 65 countries, with world headquarters in Greensboro, North Carolina, and regional headquarters in Geneva and Hong Kong. Job Posting: Sr. Manager, CDP & Marketing Automations Kontoor Brands is currently seeking a Senior Digital Product Manager, CDP & Marketing Automations for our corporate headquarters in Greensboro, NC. To qualify for this role, a candidate must have expert level knowledge leveraging customer data platforms and marketing automation platforms across the customer journey within direct-to-consumer ecommerce. This person understands which systems, including multi-channel POS, CMS/personalization platforms, loyalty, email, and CRM, need to be integrated to orchestrate a unified customer data program. Additionally, this candidate has experience working with third parties and internal business and IT associates to coordinate those integrations. Depth and breadth of experience developing segmentation rules that achieve business goals, including converting anonymous to registered users, nurturing leads, improving engagement, reducing churn, promoting the next best action, and maximizing lifetime value. Ideal candidates also possess expertise in relational databases, customer data architecture, customer scoring (including RFM scoring), and customer list management. This person displays expert level knowledge on how to use audience segments to develop targeted activations including website dialogs, triggered email and SMS campaigns, and off-site media campaigns (retargeting and lookalike) across publisher platforms and DSPs. This role also leverages past successes in these activations, in conjunction with brand priorities and KPI objectives, to make data-led recommendations to ecommerce and marketing teams. This person should also be experienced in agile processes, with at least four years in a role as product manager or owner. Experience needed in the Salesforce stack, including Salesforce Marketing Cloud as well as at least one CDP (ideally BlueConic) or DMP. Omnichannel Customer Relationship Management (CRM) experience and global experience is also preferred. Responsibilities: • Lead story intake meetings and participate in agile ceremonies (backlog grooming, sprint planning) as product owner to lead marketing automation changes within the digital platform. • Leverage deep expertise in ecommerce (and ideally omnichannel) customer journeys to provide recommendations for new audience builds and behavioral-based campaigns for email (triggers), SMS, social, display and search that will increase qualified leads, order conversion rate, average order value, customer lifetime value, loyalty enrollments, new to file rate, and other KPIs. • Build, communicate, and manage implementation of a customer data platform (CDP) roadmap for North America and Europe. Roadmap will include system integrations, activation capabilities, audience/segment creation and management capabilities, and marketing activation plans that align with marketing calendars. • Build, communicate, and manage implementation an email and SMS roadmap for North America and Europe. Roadmap will include system integrations, list/data extension management, and cross-platform journey and trigger management that aligns with marketing calendars. • Engage analytics team to discover insights that will inform audience segmentation and marketing automation recommendations to the ecommerce and marketing teams. • Serve as subject matter expert and provide documentation and first line business support for CDP. Partner directly with e-commerce, brand marketing, and digital marketing agency partners. • Serve as subject matter expert and provide documentation (particularly on journeys) and first line business support for ESP. Partner directly with e-commerce, brand marketing, and digital marketing agency partners. • Develop and socialize a vision for customer data management that incorporates customer record synchronization between all customer systems (CRM (Salesforce Service Cloud), ESP (Salesforce Marketing Cloud), CDP (Blueconic), Loyalty (Marigold), selling channels (including Salesforce Commerce Cloud for ecommerce), and global and regional consent management. • Develop and implement data cleansing, data hygiene, and data append processes. • Engage IT and vendor support teams as needed to provide second-level business support. Requirements: • Bachelor’s degree in business related field preferred. MBA preferred • Must have 2 years of experience in the Salesforce stack, including Salesforce Marketing Cloud as well as at least one CDP, ideally BlueConic. Omnichannel Customer Relationship Management (CRM) experience is also preferred. • 6 years of experience in direct-to-consumer (consumer goods) ecommerce • 5 years of expereince in Email, SMS, and/or other marketing automation platforms • 3 years of experience in CRM platforms • Product manager or product owner responsibilities within an agile ecommerce development program • Customer segmentation/audience strategy and development, particularly for use in multi-step customer journey automations • Roadmap development and management • 3 years of expereince in project management • Information architecture (specifically customer data) management • Vendor relationship management • Omnichannel marketing • DSP, DMP, and other martech platforms that facilitate audience-based campaigns • 2 years of experience in personalization platforms #LI-RL1 #LI-Remote Why Kontoor Brands? At Kontoor, we offer a comprehensive benefit package to fit your lifestyle and our benefits are crafted with the same care as our products. When our employees are healthy, secure and well, they bring their best selves to work. Kontoor Brands supports you with a competitive benefits program that provides choice and flexibility to meet your and your family’s needs – now and in the future. We offer resources to support your physical, emotional, social and financial wellbeing, plus benefits like discounts on our apparel. Kontoor Brands also provides four weeks of Paid Parental Leave to eligible employees who are new parents, Flexible Fridays and tuition reimbursement. Our Kontoor D&I Mission At Kontoor, we believe that D&I is a key enabler to a culture that empowers us to work with passion and confidence, shaping our brand and future. Our Kontoor D&I Commitment • Create a global workforce of high-performing teams that both unlocks our individual uniqueness and harnesses our collaborative talents • Ensure an equitable environment that attracts & promotes diverse workforce • Foster inclusivity, ensuring employees feel they can bring their whole selves to work