Consumer Data Strategy Director - Digital

It's fun to work in a company where people truly BELIEVE in what they're doing!

We're committed to bringing passion and customer focus to the business.

Peter Millar was founded in 2001 with a single cashmere sweater offered in 24 colors. Based in Raleigh and Durham, North Carolina, the American lifestyle brand has grown to include luxury performance sportswear, seasonal resort and country club apparel, sophisticated classics, casually refined tailored clothing and sartorial accessories.

We strive to capture timeless style upgraded with signature innovations, in designs that are in tune with modern life. We embrace working hard, being kind and doing right by our customers, aiming to set a higher standard for the apparel industry.

The Consumer Data Strategy Director is responsible for leading the evolution of our audience strategy, data governance, and consumer insights approach.  This dual-branded role owns the strategic vision for how we organize, access, and act on customer data, ensuring our technical infrastructure empowers cross-functional teams with timely, actionable insights.

Sitting at the intersection of ecommerce, marketing, analytics, and technology, this role bridges strategy and execution to translate consumer data into personalized experiences that deepen loyalty, accelerate customer value, and drive revenue. You will serve as the connective tissue between data systems and business stakeholders, championing data-driven decision making and shaping how we understand, segment, and activate our customer base.
Success in this role requires both technical fluency in CRM and data platforms and the strategic acumen to influence cross-functional priorities. You’ll translate complex data into compelling business narratives, ensuring the right insights reach the right people, and unlocking the full potential of our consumer data to guide the customer’s experience and lifetime value with our brands.

This is a three day on-site position located in Durham, NC

ESSENTIAL FUNCTIONS:

• Lead audience segmentation strategy by defining, optimizing, and scaling data-driven approaches (including suppression logic, predictive modeling, and lifecycle retargeting) that enable high-impact prospecting, re-engagement, and retention efforts across marketing channels.
• Identify high-value audiences using behavioral, transactional, demographic, and engagement data to improve customer lifetime value, marketing performance, and personalization effectiveness
• Establish measurement frameworks, tools, and technologies to evaluate audience strategies and segmentation outcomes at scale, enabling structured testing and continuous improvement
• Translate campaign and audience performance insights into strategic recommendations, driving refinement of marketing tactics and targeting approaches to maximize revenue impact
• Own and enforce consumer marketing data governance standards, including hygiene, enrichment, deduplication, and privacy compliance (e.g., GDPR, CCPA)
• Collaborate cross-functionally with Digital, Data & Analytics, and IT partners to ensure data integrity and enable readiness for activation across marketing platforms such as the CDP and ESP
• Serve as a product-owner for marketing data platforms, guiding enhancements that enable smarter segmentation, automation, and personalization with a focus on business value and cross-functional requirements
• Design and deliver actionable audience insights that influence creative, content, and channel strategies by educating stakeholders, building alignment, and championing the strategic value of first-party data
• Partner with IT and Data Governance teams to support Master Data Management (MDM) initiatives, ensuring consistent and accurate customer records across systems.

COMPETENCIES:

• Demonstrates the ability to connect data strategy to business goals, customer lifecycle stages, and marketing priorities
• Possesses an aptitude to interpret data from multiple sources and apply insights to audience planning and campaign targeting
• Displays a proven track record of working cross-functionally to align data, tools, and teams around shared goals
• Holds high standards for brand accuracy, governance, and compliances
• Demonstrates the ability to identify gaps and opportunities within existing frameworks and propose innovative solutions
• Possesses the ability to articulate complex ideas simply and persuasively, engaging both creative and analytical audiences
• Ability to manage multiple priorities and timelines with clarity, structure, and attention to executional detail
• Thrives in a fast-paced environment and proactively solves problems when priorities shift

DESIRED EDUCATION AND EXPERIENCE:

• Bachelor’s degree in Marketing, Business, Statistics, Data Science, or a related field
• 5+ years of experience CRM, audience strategy, email marketing, digital marketing, or data-driven marketing roles
• Practical expertise in marketing technology platforms (e.g., CDPs, CRMs, ESPs)
• Experience with SQL/Python and identity resolution & data matching

If you like wild growth and working with happy, enthusiastic over-achievers, you'll enjoy your career with us!