Sr. Manager, Customer Segments & Journey Activation

Overview

Great brands reflect culture. The best ones help shape it. At Foot Locker, we’re rooted in sport, powered by style, and driven by the communities that move both. From Foot Locker and Kids Foot Locker to Champs Sports, WSS, and atmos, our brands sit at the intersection of sport, style, and self-expression.

 

As part of the DICK’S Sporting Goods family, you’re backed by the resources, reach, and career opportunities of a world-class sports company. That unleashes Foot Locker to keep pushing forward with the agility and edge that define the brand. We’re looking for great people who want to influence culture and the generation that is shaping what’s next.

 

Whether you’re building strategy, shaping innovations, or creating unforgettable customer moments, you’ll contribute to decisions and experiences that define our brands’ impact in the communities we serve.

 

Come change the game with us. Apply today!

 

The Senior Manager, Customer Segments & Journey Activation is responsible for leveraging customer data, research, and segmentation to uncover opportunities across the customer journey, identify moments that matter and sources of customer friction, and drive cross-functional action to enhance the overall customer experience. This role serves as the strategic bridge between customer insights and business action, transforming customer data into actionable recommendations that improve engagement, loyalty, and the end-to-end shopping experience. Working closely with partners across Marketing, Lifecyle, Loyalty, Digital, Merchandising, Operations, Technology, and Analytics, the Senior Manager identifies customer needs, behaviors, and pain points and helps prioritize opportunities that deliver meaningful customer and business outcomes.

 

The role is responsible for developing and evolving customer segmentation strategies, partnering closely with Customer Data Platform (CDP) business owners to define audiences and customer cohorts while ensuring segmentation frameworks are actionable, scalable, and aligned to enterprise priorities. In collaboration with Lifecycle teams, the Senior Manager helps inform and optimize customer journeys, bringing customer insights and behavioral data to journey design, targeting, and performance evaluation. In addition, this role leverages data from the CDP and other customer intelligence sources to uncover trends, assess journey performance, identify opportunities for optimization, and measure the impact of customer-focused initiatives. Through strong cross-functional collaboration, insight storytelling, and data-driven recommendations, the Senior Manager helps shape customer experiences improvements and strengthen the organization’s customer-centric decision making.  

 

Responsibilities

Key Responsibilities

 

Customer Segmentation Strategy & Journey Optimization

• Own the creation, management, and ongoing optimization of customer segments within the CDP, ensuring alignment with enterprise priorities and marketing objectives.
• Advance audience segmentation strategies across channels, defining success metrics and impact measurement.
• Business owner for journey-led workstreams and orchestration, influencing scope, sequencing, and ensuring alignment to customer strategy and business objectives.
• Translate customer insights and strategic direction into scalable, executable segmentation and journey frameworks.
• Identify moments that matter, friction points, and experience gaps, translating them into prioritized initiatives.

CDP Audience Enablement & Business Partnership

• Serve as a key business stakeholder and advanced user of the CDP, helping maximize the value of customer data across customer experience initiatives.
• Help establish best practices for audience development, segmentation governance, and customer data usage across business teams. Partner with Lifecycle, Media, Loyalty, and Integrated Marketing teams to define audience requirements, validate segmentation logic, and ensure customer data is accessible, actionable, and aligned to business objectives.

• Provide consultation and thought leadership to cross-functional partners on customer targeting, personalization opportunities, measurement approaches, and journey optimization
• Leverage CDP insights to identify trends, customer needs, and opportunities to improve engagement, retention, and the overall customer experience.

Cross-Functional Partnership & Strategic Planning

• Develop insight summaries that outline customer opportunities, segment definitions, journey intent, and success metrics.
• Partner closely with Lifecycle, Media, Loyalty, and Integrated Marketing teams to inform overarching customer strategy and activation approaches.
• Facilitate alignment across teams by leading reviews of customer segments, journeys, and insights with key stakeholders.

Reporting & Performance Insights

• Own reporting for campaigns, journeys, and customer segments, including performance, engagement, and behavioral insights.
• Leverage the holistic, cross-channel customer view to identify patterns, behaviors, and opportunities that influence enterprise decision-making.
• Share findings and recommendations with channel owners, marketers, and business partners to inform optimization and continuously refine segmentation and journeys.

 

Qualifications

 

Required

• 5–8+ years of experience in customer intelligence, lifecycle marketing, CRM, customer analytics, or related fields.
• Hands-on experience working with a Customer Data Platform (CDP) or CRM, including segment creation and customer-level analysis.
• Strong understanding of customer segmentation, journey mapping, and first-party data activation.
• Experience managing intake and delivery of customer insights for multiple stakeholders.
• Proven ability to translate data into actionable insights and strategic recommendations.
• Excellent cross-functional collaboration and communication skills.

Preferred

• Experience supporting Brand, Merchandising, or Enterprise Strategy teams with customer insights.
• CRM, Email, and Lifecycle marketing experience.
• Familiarity with media activation leveraging first-party customer data.
• Experience developing reporting frameworks and insight narratives for senior stakeholders.

At Foot Locker, we value innovation, authenticity, and integrity in all that we do.  To uphold the security and fairness of our hiring process, we ask that candidates refrain from using AI tools, including ChatGPT, during interviews and assessments.  To ensure a smooth and secure experience, please review the following guidelines:

• Cameras must be on for all virtual interviews.
• AI tools are strictly prohibited during interviews or assessments.

We appreciate your understanding and cooperation as we work together to create a transparent and equitable hiring experience.

Benefits

The annual base salary range is $110,000.00-$120,000.00 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