Senior Director of Customer Growth & Digital Experience

Senior Director of Customer Growth & Digital Experience

The Senior Director of Customer Growth & Digital Experience is a critical senior leadership role within the Jewelry Television® (JTV) Digital organization, responsible for translating customer data and emerging technology into measurable revenue and loyalty outcomes. Reporting directly to the Chief Digital Officer, this Senior Director role owns the full ecosystem of tools and channels that drive customer acquisition, retention, and lifetime value — including our Customer Data Platform (CDP), owned media channels, AI-powered retail innovation, and on-site search and personalization.

This role sits at the intersection of data, marketing technology, and cutting-edge AI — and requires a leader who can balance strategic vision with hands-on execution, while building and inspiring a high-performing team.

Key Responsibilities

Customer Data Platform (CDP) & Lifecycle Management

• Own end-to-end CDP strategy, governance, and roadmap, ensuring the platform delivers a unified, actionable customer profile across all touchpoints.
• Define and operationalize customer lifecycle stages — from acquisition through win-back — with segment-specific strategies tied to measurable CLV outcomes.
• Partner with Analytics and Finance to build customer health scoring, churn prediction models, and CLV forecasting frameworks.
• Drive first-party data enrichment programs and consent management strategy in a cookieless landscape.

Owned Media Channel Strategy & Execution

• Lead strategy and performance of all owned media channels — email, SMS, and push notifications — spanning campaign, triggered, and lifecycle programs.
• Define channel governance including frequency caps, segmentation logic, suppression rules, and A/B testing frameworks to maximize engagement while minimizing opt-outs.
• Own deliverability, compliance (CAN-SPAM, TCPA), and platform health across ESPs and SMS providers.
• Establish KPI frameworks connecting owned channel activity to revenue, retention, and customer satisfaction outcomes.

AI Strategy for Retail & Emerging Channels

• Lead the company's strategy for AI-driven retail innovation, including agent discoverability — ensuring the brand surfaces accurately in LLM-powered shopping agents such as ChatGPT Shopping, Perplexity, and Google Gemini.
• Own the roadmap for AI-generated content optimization (AIO) — structuring website content and product catalog to perform in AI-powered search and answer engines.
• Define the vision and business case for an AI Shopping Assistant, overseeing vendor evaluation, pilot design, and phased rollout.
• Monitor the evolving AI commerce landscape and bring forward-looking perspectives to the CDO and executive leadership on business implications and opportunities.

Website Search, Personalization & Platform Optimization

• Own the strategy and business performance of on-site search and personalization platforms, ensuring they drive measurable improvements in conversion, average order value, and customer satisfaction.
• Define the personalization maturity roadmap — from rules-based to ML-driven — across product recommendations, homepage, category pages, and triggered communications.
• Partner with Engineering and Product to prioritize platform investments and align technology capabilities to business goals.
• Maintain an ongoing vendor and partner evaluation process to ensure the company leverages best-in-class capabilities.

Team Leadership & Cross-Functional Partnership

• Build, develop, and retain a high-performing team of specialists across CDP, CRM, owned channels, AI strategy, and personalization.
• Establish clear goals, OKRs, and career development frameworks for each function.
• Serve as the primary Digital liaison to Merchandising, Brand Marketing, Technology, Analytics, and Finance on customer growth and engagement topics.
• Represent the function in executive forums and contribute to enterprise-level strategic planning.

Qualifications

Experience

• 10+ years of progressive experience in digital marketing, CRM, or marketing technology, with at least 5-years in a senior leadership capacity.
• Experience with ESP platforms such as SFMC, Bluecore, Attentive, Klavyio or similar a must.
• Experience with SMS/Push platforms such as Attentive, Braze or similar a must.
• Demonstrated experience owning a CDP or large-scale CRM platform in a retail or e-commerce environment.
• Experience with Tealium Audience Stream or similar CDP technology strongly recommended.
• Proven track record of driving measurable CLV, retention, and revenue outcomes through owned channels and personalization.
• Experience building and leading teams of 5+, with a track record of developing talent and maintaining high performance standards.
• Exposure to AI-powered marketing tools, conversational commerce, or LLM-based applications strongly preferred.

Skills & Competencies

• Deep fluency in martech stacks — CDPs (e.g., Segment, Salesforce Data Cloud, mParticle), ESPs (e.g., Braze, Salesforce Marketing Cloud, Klaviyo), personalization engines (e.g., Dynamic Yield, Bloomreach), and on-site search platforms.
• Strong commercial acumen with the ability to build business cases, interpret analytics, and connect technology investment to P&L outcomes.
• Excellent communicator and cross-functional partner — equally effective in technical discussions with engineers and strategic conversations with the C-suite.
• Intellectually curious about the evolving AI landscape, with the ability to translate emerging trends into practical business strategy.
• Highly organized with the ability to manage multiple complex workstreams simultaneously in a fast-paced retail environment.

JTV Perks:

• Outstanding employee benefit program with medical, dental and vision coverage available
• 401(k)
• Generous personal/vacation accrual policy
• Exceptional employee discount on JTV product
• 24-hour private Fitness Center for all JTV employees and their immediate family
• Our employee park features a Walking Trail, Frisbee Golf, Volleyball and MORE!

Overview:

Jewelry Television® (JTV) is one of the leading retailers of jewelry and gemstones in the United States. Privately-held with a proven 33-year history, JTV leverages an omni-digital strategy designed to elevate the customer experience through holistic, digitally-driven touch points, including broadcasting live programming 24-hours a day, seven days a week to 86 million U.S. households, an industry leading mobile optimized e-commerce platform, and a robust social media presence. As part of its commitment to the development and distribution of educational content and consumer satisfaction the company employs numerous Graduate Gemologists and Accredited Jewelry Professionals. The company’s website, JTV.com, is one of the largest jewelry e-commerce websites in the country according to Internet Retailer’s Top 500 list for 2015.

Jewelry Television® (JTV) is an Equal Opportunity Employer (EOE) that provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.

Jewelry Television® (JTV) is an E-Verify employer and participates in the E-Verify program. Jewelry Television® (JTV) participates in the Tennessee Drug-Free Workplace Program.