Senior Director, Marketing Planning and Strategy - Personalization and Digital Engagement
Walmart
Marketing & Communications, Sales & Business Development
USD 130k-260k / year + Equity
Posted on May 19, 2026
Position Summary...
Sam’s Club is focused on delivering seamless, relevant, and high-impact member experiences across every touchpoint. Personalization is a critical lever to achieve this and requires tight integration across data, orchestration, experience delivery, and measurement.As the Senior Director, Personalization and Digital Engagement, you will influence the enterprise personalization engine. This includes translating data-driven decisions into executable instructions, enabling consistent and high-quality experience delivery across channels, and ensuring a closed-loop measurement system that continuously improves performance.
This leader will sit at the center of CRM, MarTech, analytics integration, and channel execution—ensuring personalization is not just a strategy, but an operationalized, measurable capability embedded across the business.
What you'll do...
Personalization Orchestration (CRM, MarTech & Decisioning):
Turn strategy and analytics into executable personalization at scale.
Turn strategy and analytics into executable personalization at scale.
- Translate Next Best Actions (NBA) and customer insights into clear, channel-ready instructions
- Define channel, timing, frequency, and prioritization logic across campaigns and touchpoints
- Establish rules for suppression, conflict resolution, and fatigue management
- Drive implementation of personalization MarTech selection & implementation
- Partner with CRM and MarTech teams to ensure seamless orchestration across systems
Experience Design & Delivery (by Channel):
- Enable teams to design and deliver channel-specific personalized experiences (email, app, SMS, push, paid media, in-club)
- Oversee execution of personalized messages, offers, and content across all touchpoints
- Drive consistency in brand voice and member experience across channels
- Monitor and optimize in-channel performance and execution quality
Measurement & Feedback Loop:
- Define and track enterprise personalization performance and member response metrics
- Evaluate ROI, member value exchange, and long-term business impact
- Feed insights back into decisioning, strategy, and roadmap prioritization
- Partner with data science to evolve segmentation, models, and test-and-learn frameworks
Cross-Functional Leadership & Integration:
- Act as the connective tissue between analytics, product, marketing, and engineering
- Ensure alignment across teams to deliver a unified personalization capability
- Influence senior leadership to prioritize and invest in personalization initiatives
Team Leadership & Capability Building:
- Lead a team of strategists and specialists across orchestration, experience, and analytics
- Build scalable processes, playbooks, and governance for personalization
- Coach teams to think beyond channel silos and focus on the end-to-end member journey
What You Bring…
- Experience operationalizing personalization—not just defining strategy
- Strong understanding of CRM, MarTech (CDP, Orchestration, etc.) ecosystems, and decisioning frameworks (e.g., NBA)
- Proven ability to translate data and analytics into scalable execution
- Experience leading cross-channel personalization (digital + physical preferred)
- Deep analytical mindset with a focus on measurement, testing, and optimization
- Ability to build systems and processes that scale across teams and channels
- Strong cross-functional leadership and stakeholder influence skills
- Comfort operating in ambiguity while building structure and clarity
- Passion for improving the end-to-end member/customer experience
Minimum Qualifications
Option 1: Bachelor’s degree in Business, Marketing, Technology, or related field and 8+ years’ experience in personalization, CRM, analytics, or related area.
Option 2: 10+ years’ experience in personalization, CRM, analytics, or related area.
5+ years’ experience leading teams.
Preferred Qualifications
- Experience with enterprise personalization platforms and decisioning tools
- Background in retail, e-commerce, or membership-based models
- Experience building closed-loop measurement systems
- Strong partnership experience with product, engineering, and data science teams
- Master’s degree in Business, Data Science, or related field
-Health benefits include medical, vision and dental coverage
-Financial benefits include 401(k), stock purchase and company-paid life insurance
-Paid time off benefits include PTO, parental leave, family care leave, bereavement, jury duty, and voting. You will also receive PTO and/or PPTO that can be used for vacation, sick leave, holidays, or other purposes. The amount you receive depends on your job classification and length of employment. It will meet or exceed the requirements of paid sick leave laws, where applicable.
For information about PTO, see https://one.walmart.com/notices.
- Other benefits include short-term and long-term disability, company discounts, Military Leave Pay, adoption and surrogacy expense reimbursement, and more.
Live Better U is a company paid education benefit program for full-time and part-time associates in Walmart and Sam's Club facilities. Programs range from high school completion to bachelor's degrees, including English Language Learning and short-form certificates. Tuition, books, and fees are completely paid for by Walmart.
Eligibility requirements apply to some benefits and may depend on your job classification and length of employment. Benefits are subject to change and may be subject to a specific plan or program terms.
For information about benefits and eligibility, see One.Walmart.
The annual salary range for this position is $130,000.00 - $260,000.00 Additional compensation includes annual or quarterly performance bonuses. Additional compensation for certain positions may also include Regional Pay Zone (RPZ) (based on location).
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Minimum Qualifications...
Outlined below are the required minimum qualifications for this position. If none are listed, there are no minimum qualifications.
Bachelor's degree in Business, Marketing, Communications, or related field and 4 years' experience in marketing or related field OR 7 years'experience in marketing or related field.
1 year's supervisory experience or experience leading cross-functional projects.
Preferred Qualifications...
Outlined below are the optional preferred qualifications for this position. If none are listed, there are no preferred qualifications.
Leading cross-functional projects, Marketing or related field, Supervisory experienceMasters: Business Administration
