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Manager, Personalization & Segmentation (Open to remote)

DATE:  May 26, 2021
CITY:  Columbus
BRAND:  Designer Brands
REQ #:  117228
LOCATION NAME:  Home Office, Columbus

Brand: Designer Brands
Req #: 117228 
Location Name: Home Office, Columbus 
Department: Digital


Job Title: Manager, Personalization & Segmentation


General Summary:  The Personalization Manager will be responsible for delivering highly relevant & differentiated experiences across every customer touchpoint of their journey through a blend of personalization and segmentation. This role will collaborate with many teams, including Product, Digital Marketing, Analytics, Consumer Insights, and Operations to build personalized digital experiences aimed at achieving overall business outcomes.


Essential Duties and Responsibilities:

  • On-Site Search & Personalization:
    • Business lead for personalization and segmentation roadmap along with upcoming site enhancements including visual search, algorithmically driven recommendations, and segmented experiences and pages
    • Lead 3rd party vendor communication on the implementation of personalization strategies to drive improvements in the browsing/shopping experience based on multiple data signals
    • Develop and define recommendations for digital enhancements to improve the customer experience through content presentation, navigation, and merchandising features by partnering with the Customer Experience Team
    • Oversee process for and audit the management of re-directs, thesaurus entries, type ahead search terms to ensure top silhouettes, brands, and collections are displayed
    • Develop a deep understanding of our different visitors, their behaviors, needs, expectations and journeys by using analytics and customer data to determine when and where to display personalized content, messaging, and products
    • Oversee the strategy on advanced merchandising rules to cross-sell, up-sell and encourage new product discovery
    • Lead in the ideation of testing strategies and create A/B tests to enhance the user experience
    • Key stakeholder in gaining alignment with product owner and personalization CRM team to create seamless customer experience
    • Pro-actively provides in depth analysis of on-search and product recommendation performance, customer interactions, and shopping behaviors through analysis from multiple data systems
    • Present business insights for personalization to senior leadership on a weekly basis
    • Utilize digital reporting to understand digital business trends, identify opportunities, and make recommendations to leadership and cross functional partners based on how customers are shopping


Required Skills and Competencies:

  • Highly analytical & proficient in the utilization of site analysis tools (i.e.- Adobe Anablytics, Google Analytics, or similar tools)
  • Demonstrated ability to understand drivers of performance and customer needs and create prioritized plans to move KPIs meaningfully
  • Demonstrated ability to think strategically and creatively in order to solve problems
  • Ability to learn in-house and third-party tools that power the end-to-end digital experience.
  • Solid leadership experience within retail, ecommerce or marketing
  • Strong prioritization skills & proven ability to successfully handle multiple tasks 
  • Strong analytical, oral & written communication skills
  • Proven capability of developing, executing strategic plans & communicating to key stakeholders, cross functional partners & leadership
  • Ability to work under pressure in a fast-paced environment and within a collaborative team environment
  • Passion for the eCommerce business and a desire to contribute to the growth and evolution of DSW
  • Uses business knowledge, critical thinking, and sound judgment in the solution of problems or the pursuit of business opportunities.
  • Must be a self-starter with the ability to work autonomously and efficiently, with strong attention to detail



Minimum Qualifications


  • 5+ years of equivalent digital experience ie: eCommerce, marketing, digital personalization or customer engagement strategy
  • Experience with the ATG platform, Experience Manager, or equivlant ecommerce platforms
  • Experience in Adobe Analytics a plus
  • PC proficient in MS office suite – including MS Word, Excel, PowerPoint, and Outlook



  • Bachelor's Degree




You must apply through our internal portal: 
click here

Why Choose A Career with Designer Brands?

Empowering associates and building strong teams poised to disrupt the retail and footwear landscape through positive change is at the core of who we are at Designer Brands.

  • Invested in helping our associates learn, develop, achieve and grow into strong leaders
  • Shared commitment to creating a culture fueled by engagement, excitement, optimism and fun
  • Dedicated to giving back and community involvement 

About Designer Brands:

Designer Brands Inc. is one of North America’s largest designers, producers and retailers of footwear and accessories. 

  • Designer Brands Inc. operates a portfolio of retail concepts in nearly 1,000 locations under the DSW Designer Shoe Warehouse, The Shoe Company, and Shoe Warehouse brands and operates leased locations in the U.S through its Affiliated Business Group. 
  • Designer Brands designs and produces footwear and accessories through Camuto Group, a leading manufacturer selling in more than 5,400 doors worldwide. 












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