About the Role
The Sr Associate Manager, Digital - Customer Data & Engagement Solutions is a senior individual contributor and technical leader within Customer Data & Solutions. The role owns the connection between customer data, identity, decisioning, and activation, turning complex data and engagement requirements into scalable, activation-ready solutions across CRM, lifecycle, loyalty, and personalization use cases.
This role is accountable for solution direction, data readiness, and activation patterns - not simply execution. The Sr Associate Manager partners across Data Engineering, Middleware, Analytics, Lifecycle, Loyalty, Product, and agency/platform partners to identify gaps early, establish repeatable patterns, and move work from ambiguous request to reliable production capability.
The Day-to-Day
Customer Data Architecture & Activation Readiness
Lead the solution approach for customer data used in CRM and digital engagement, including customer signals, attributes, events, audience inputs, identity mappings, consent, and downstream activation requirements.
Assess source-of-truth, data type, coverage, timeliness, grain, and one-to-one mapping before data is operationalized for activation, partnering with the appropriate data owners to validate assumptions.
Define repeatable activation patterns for moving trusted data through CDP/warehouse, Braze, and related platforms without creating unnecessary one-off implementations.
Proactively identify data quality, schema, identity, latency, and integration gaps and coordinate resolution with the appropriate owning teams, escalating when decisions or tradeoffs are required.
Engagement Solution Architecture & Enablement
Own technical solution design for CRM, lifecycle, loyalty, personalization, and experimentation workflows across email, push, in-app, SMS, and offer constructs.
Define reusable activation patterns, segmentation approaches, orchestration standards, QA/release controls, and implementation guardrails that improve consistency, quality, and speed to market.
Serve as a senior technical authority for how engagement solutions are designed and activated, balancing scalable architecture with practical delivery needs.
Guide complex or non-standard campaign designs and act as the escalation point for solution decisions that cross data, platform, and channel boundaries.
Data, Identity & Integrations
Partner with Data Engineering, Middleware, Analytics, and platform teams on APIs, webhooks, event schemas, data contracts, identity resolution, consent, and operational data flows.
Validate whether existing workflows and platform capabilities can support a requirement before recommending new pipelines, custom events, or net-new architecture.
Use data and technical analysis to diagnose issues, determine the appropriate owner, and distinguish activation work from deeper analytics or data-science needs.
BAU Enablement & Operating Model
Own or shape the CDS operating model for BAU activation, including intake, complexity triage, review triggers, QA/release readiness, launch validation, and post-launch learnings.
Create clear ownership and escalation paths across CDS, Lifecycle, Loyalty, Data, Analytics, Engineering, and agency/platform partners.
Continuously identify opportunities to simplify, automate, standardize, or shift work to the right operating team so CDS can scale without unnecessary manual effort.
AI Decisioning, Personalization & Automation
Translate AI decisioning outputs, recommendations, scores, and dynamic content into activation-ready customer data and orchestration patterns.
Partner on Braze AI Decisioning and agentic workflows with appropriate controls, monitoring, human-in-the-loop review, and operational guardrails.
Prioritize AI and automation opportunities that build on stable data and reusable activation patterns rather than creating unnecessary bespoke complexity.
Cross-Functional Leadership
Lead through influence across Product Management, Data Engineering,…