Senior Manager, Owned Media Strategy

Overview

This role is REMOTE

This is a unique opportunity for a forward-thinking marketer who thrives at the intersection of strategy, innovation, and data-driven decision-making.

We are seeking someone passionate about pushing the boundaries of owned media across email, SMS, and push notifications and who can translate customer insights into dynamic engagement strategies that drive business results.

As the Senior Manager of Owned Media Strategy, you will have 3 direct reports and with your team you will craft compelling customer engagement strategies that blend creativity and data-driven insights.

You’ll influence the direction of personalized marketing efforts, guiding a talented team to create and optimize campaigns across multiple owned media channels.

If you have a passion for translating complex ideas into powerful narratives and driving business growth through innovation, this role offers the chance to make an immediate impact and shape the future of customer activation for Foot Locker Inc.

In this role, you’ll play a key part in shaping the future of owned media, providing thought leadership, mentoring your team, and championing initiatives that push the boundaries of lifecycle marketing.

Responsibilities

• Lead the Owned Media Strategy team , a team which engages with multiple banners, including Foot Locker, Kids Foot Locker, and Champs Sports, to develop quarterly and month-to-month strategic plans for email, SMS, and push communications.
• Drive innovative customer engagement strategies through the use of owned media channels, creating business cases for new engagement opportunities, and securing buy-in from cross-functional teams.
• Collaborate with eCommerce, brand marketing, analytics, and marketing technology teams to create a comprehensive, 360-degree understanding of customer behavior.

Partner closely with these teams to implement audience segmentation and lifecycle strategies, integrating insights from advanced technologies such as CDPs and AI-driven personalization tools.

Influence the direction of A / B testing and experimentation , guiding the testing strategy to ensure it supports the overall Owned Media goals.

While not directly responsible for testing execution, the Senior Manager will provide critical input on the strategic objectives of tests.

• Play a key role in the integration of cutting-edge marketing technologies , including CDPs, dynamic content infrastructure, and AI-driven product recommendation models, to create scalable and personalized marketing strategies.
• Guide the analysis of customer segments , providing deep insights into behaviors that predict business outcomes, and use these insights to shape future strategies.
• Manage and optimize the performance of owned media programs , aligning them with core business KPIs, customer journeys, and product goals.

Establish a strong feedback loop between strategy, execution, and measurement.

• Guide creative and brand functions in the development of compelling product and brand stories rooted in clear customer value propositions, advising on the best ways to bring storytelling to life in the owned media channels
• Foster ownership and accountability within the team , ensuring team members are empowered to drive strategic initiatives and grow in their roles.

Mentor and develop team members to become future leaders.

• Provide thought leadership within the organization , identifying opportunities to push the boundaries of lifecycle marketing and developing strategies that anticipate future customer needs and technological advancements.
• Use data and analytics to influence strategic decisions , ensuring a deep understanding of forecasting, budget management, and campaign performance.

Work closely with analytics and finance teams to drive data-based decision-making.

• Skilled storyteller with the ability to articulate a strategic vision and influence senior leaders, ensuring alignment across key initiatives and securing buy-in from stakeholders.
• Ensure compliance with laws and policies (CAN-SPAM, TCPA, GDPR), and stay current with best practices in marketing technology to optimize campaigns and protect consumer data.
• Manage vendor and agency relationships , optimizing their contributions and influencing their roadmaps to meet Foot Locker’s future needs.

Qualifications

• Minimum 5 years experience in lifecycle marketing, CRM, or owned media strategy, with a proven track record in developing and executing customer engagement strategies.
• Bachelor’s Degree required ; a focus in marketing, business, or a related field is preferred.
• Direct-to-consumer marketing or media experience and a strong understanding of email, SMS, and mobile marketing.
• Advanced proficiency in Excel and familiarity with Power Query , with a willingness to learn BI tools like Power BI.
• Strong mathematical and statistical acumen , with the ability to analyze data, forecast performance, manage budgets, and use numbers to influence strategy.
• Experience leading cross-functional teams and managing relationships with senior stakeholders.
• Excellent analytical abilities and a passion for using data to uncover insights and drive strategy.
• Experience with marketing technology platforms , including CDPs, ESPs, and audience segmentation tools, and a strong understanding of personalization strategies.
• Strong communication and leadership skills with the ability to inspire and guide a team toward achieving strategic goals.
• Proficiency with Excel and PowerPoint and the ability to clearly present complex ideas and insights.

Benefits

The annual base salary range is $110000 - $125000 / year. This range represents the anticipated low and high end of the salary for this position.

This role is also eligible to receive short term incentives that align with individual and company performance. Salary will be determined by the education, experience, knowledge, skills, and abilities of the applicant, internal equity, and alignment with market data.

Salary is one component of the Foot Locker, Inc. total compensation package, which includes the below.

Foot Locker Benefits :

• Employee Discount
• Paid Time Off
• Medical Dental Vision Coverage
• 401(k) Roth 401(k)
• Stock Purchase Plan
• Life Insurance
• Flexible Spending Account
• Opportunities for Advancement
• Tuition Reimbursement for Qualified Courses
• Strong Company Culture
• Employee Resource Groups

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