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Senior Personalization Specialist Job

DATE: May 10, 2019

CITY: Columbus, OH, US, 43219

Company: DSW

Req #: 87206 
Location Name: Home Office, Columbus 
Department: Marketing 


At DSW, we believe in the power of shoes. We understand shoes bring out something great from within, and since 1991 we've been helping everyone feel the rush of finding that perfect pair. So when you work for DSW, you become a part of all that. A family whose core values are comprised of passion, accountability, collaboration, and humility. You become one of us, You become a Shoe Lover!


Senior Personalization Specialist


Basic Function:

The Senior Personalization Specialist role will be responsible for partnering with marketing analytics, CRM team, marketing channels owners and digital product team to find the next best content for customers across marketing touchpoints to drive traffic and incremental demand.  This role will be responsible for developing and optimizing marketing programs to deliver enhanced triggers, relevant “in the moment” content and new capabilities.  Highly successful who can rally excitement towards initiative and operate both strategically while executing flawlessly.


This position will report to the Senior Manager, CRM & Loyalty.


Essential Functions:

    • Acting as business lead for marketing personalization project in partnership with analytics and IT.  Includes immersing self in current tools & personalization capabilities and strong project management skills to ensure priorities are outlined and managed to within agile environment.
    • Responsible for building requirements based on new digital experiences and translating appropriately to cross-functional partners
    • Manage to key KPI’s and measure existing and new tactics weekly, monthly and quarterly basis providing insights, actions and recommendations
    • Responsible for building out personalization program road map in collaboration with CRM, Analytics, and digital teams and activating up against such plans providing ongoing status including accomplishments, roadblocks and next steps
    • Leads the creation of marketing project briefs pertaining to personalization initiatives across multiple customer touchpoints.  Ensures creative team clearly understands objectives and deliverables to bring marketing campaigns to live.
    • Collaboration with key vendors including current ESP, intelligent content provider, behavioral trigger providers, digital platform and more.  Responsible for coordination across multiple providers to ensure personalization campaigns are executed as intended.
    • Responsible communications plans that inform, energize and mobilize all contributors and stakeholders in the same direction including weekly updates on status and momentum
    • Responsible for testing strategy, execution and validation of new personalization efforts.


Job Requirements / Skills :

    • High degree of initiative, personal responsibility and ownership
    • Ability to effectively prioritize and manage multiple projects simultaneously across the team while meeting deadlines; strong time management skills
    • Process oriented with ability to identify and proactively solve problems
    • Previous involvement with managing customer-driven experiences, strategies, and programs from concept through implementation and optimizing thereafter
    • Excellent verbal and written communication skills with the ability to work effectively and collaborate with cross-functional partners
    • Demonstrate ability to easily work in both strategy and execution roles simultaneously
    • Ability to work across both business and IT to translate initiatives, requirements appropriately
    • Present data in an actionable and useful way to allow business owners to make decisions



    • Undergraduate degree in Marketing / related field



    • 3-5+ years’ experience in personalization, digital and marketing
    • Experience with digital personalization and building out 1:1 customer driven campaigns
    • Prior experience working with cross-functional partners, including IT
    • Retail experience strongly preferred 

DSW believes that all persons are entitled to equal employment opportunities. We do not discriminate against any protected class including race, color, religion, religious creed, gender, sex, national origin, age, physical disability, mental disability, medical condition (defined as genetic information or impairments related to cancer), ancestry, marital status, family care leave, military and veteran status, citizenship status, sexual orientation, gender identity, gender expression, genetic information, or based on any protected category under federal, state, or local laws. DSW also makes reasonable accommodations for qualified applicants and associates with disabilities unless doing so creates an undue hardship, in accordance with all legal requirements. Any applicant requiring a reasonable accommodation during the application process or applicant who requires an accommodation to perform the essential functions of the job should request for accommodations by asking to speak with a Store Manager, District Manager, and Regional Manager, or by contacting Human Resources at DSW will work with the individual to attempt to identify a reasonable accommodation that will not impose an undue hardship on DSW.


Nearest Major Market: Columbus

Job Segment: CRM, Project Manager, Channel Marketing, Technology, Marketing