Associate General Manager – Customer Strategy

Role overview

Strategic scope

• Develop enterprise customer growth strategy for acquisition, activation, retention, and growth of high-value customers.
• Transform customer experience across stores, app, web, service, delivery, returns, payments, loyalty, campaigns, and partner interactions.
• Evaluate customer value propositions and economics, balancing customer value with sales, margin, frequency, retention, and profitability.
• Embed customer insight into decisions across business functions and convert it into priorities, propositions, journeys, business cases, governance, frameworks, and transformation roadmaps.

Key responsibilities

• Lead customer strategy and roadmap development, using customer needs, behaviors, preferences, and pain points to shape leadership priorities and action plans.
• Build voice-of-customer and preference-learning practices using feedback, complaints, surveys, reviews, NPS/CSAT themes, call-centre insights, store feedback, and digital behavior.
• Translate insights, research, analytics, market trends, and business priorities into recommendations for business teams.
• Influence leaders on category choices, assortment planning, campaigns, service standards, store execution, training, customer journeys, and commercial reviews.
• Build initiative business cases and measurement frameworks; drive cross-functional governance, execution, and post-launch learning.
• Prepare executive-ready strategy materials, customer insight stories, performance updates, and recommendations.

Experience and expertise

• 11–13 years in customer strategy, CRM strategy, marketing strategy, retail strategy, customer experience, consulting, consumer business, or transformation roles.
• Deep knowledge of customer lifecycle management, segmentation, journeys, personalization, CRM, loyalty, customer experience, omnichannel retail, and customer economics.
• Demonstrated ability to define strategy and roadmaps and turn insights, analytics, trends, and business priorities into scalable initiatives.
• Strong commercial and strategic judgment across customer impact, sales, margins, ROI, investment, operating complexity, and long-term value.
• Experience influencing senior stakeholders and working across multidisciplinary business teams.

Capabilities and preferred qualifications

• Structured problem-solving, program leadership, and ability to manage multiple initiatives, stakeholders, workstreams, and timelines.
• Comfort with data, dashboards, customer research, voice-of-customer inputs, and business performance trends.
• Excellent executive communication, stakeholder management, storytelling, and influence skills.
• Experience with Bloomreach, Braze, MoEngage, Salesforce Marketing Cloud, or similar platforms is advantageous.
• A master’s degree in business, marketing, economics, analytics, engineering, or an MBA is preferred.

About CSi