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Kerleisha Jones

@kerleishajones

CRM Segmentation Manager translating customer data into persona-based strategies for lifecycle marketing and campaign growth.

United States

Message

What I'm looking for

I want to lead CRM segmentation and lifecycle audience strategy—partnering cross-functionally to turn data into clear narratives, build executable targeting, and run rigorous testing that improves campaign performance and growth.

I translate complex customer behavior and performance data into strategic narratives that guide segmentation, targeting, and campaign decision-making. I present insights to 150+ cross-functional stakeholders and use the results to directly inform quarterly activation planning.

At Signet Jewelers, I translate customer and business objectives into audience strategy—supporting targeting feasibility, executable audience definitions, and segmentation logic QA/testing. I own segmentation, audience sizing, QA/testing, and post-campaign analysis across the campaign development process.

Previously at Lowe’s, I stood up a net-new 10-member audience architecture team, centralized segmentation ownership, and streamlined retail media network audience requests for a 24-hour turnaround. I also led marketing platforms and ad-tech initiatives (including server-to-server integrations) and drove SEO strategy grounded in customer search behavior—along with launching lifecycle programs through end-to-end testing across always-on, persona-based campaigns.

Experience

Work history, roles, and key accomplishments

Current

CRM Segmentation Manager

Current

Signet Jewelers

Jan 2025 - Present (1 year 3 months)

Translated customer behavior and performance data into strategic narratives that guided segmentation, targeting, and campaign decisions, presenting to 150+ stakeholders and informing quarterly activation planning. Owned CRM segmentation, audience sizing, QA/testing, and post-campaign analysis while ensuring audience logic was executable for activation teams.

Customer Segmentation Audience Strategy Lifecycle Marketing Stakeholder Management Campaign Analysis

Assistant Marketing Manager

Lowe’s Companies, Inc

Apr 2023 - Jan 2025 (1 year 9 months)

Stood up a net-new 10-member audience architecture team within a quarter, centralizing segmentation ownership and streamlining daily processes across paid media, retail, and email. Built an audience intake and tracking workflow that enabled 24-hour turnaround on retail media audience delivery, and developed an audience overlap matrix adopted by the paid social team for billing tracking.

Audience Strategy Retail Media Networks Audience Request Automation Segment Overlap Analysis Audience Matrixing Cross functional Leadership

Lead Analyst - Marketing Tech

Lowe’s Companies, Inc

May 2022 - Apr 2023 (11 months)

Translated business requirements into technical marketing workflows, improving data integrity and cross-functional alignment to launch new marketing initiatives. Integrated server-to-server connections to improve visitor tracking and increase visibility of Lowes.com site traffic by 91%.

Marketing Platform Workflows Server To Server Tracking Data Integrity

Senior SEO Analyst

Lowe’s Companies, Inc

Oct 2019 - May 2022 (2 years 7 months)

Collaborated with cross-functional teams to prioritize site enhancements and SEO strategy based on competitive analysis and customer search behavior. Translated insights into actionable SEO initiatives to improve targeting of high-intent searches.

SEO Strategy Technical SEO Competitive Analysis Website Optimization Cross Functional Collaboration

Ecommerce Marketing Strategist

Relias

Oct 2016 - Oct 2019 (3 years)

Developed and executed market entry and growth strategies using consumer insights to drive adoption. Generated over $300K in annual revenue through owned search execution and performance-driven optimization.

E commerce Marketing Market Entry Strategy Growth Strategy Consumer Insights Revenue Growth Campaign Optimization Analytics