Job Description

Carter’s, Inc. is the largest branded marketer in North America of apparel exclusively for babies and young children. The Company owns the Carter’s and OshKosh B’gosh brands, two of the most recognized brands in the marketplace. These brands are sold in leading department stores, national chains, and specialty retailers domestically and internationally. They are also sold through more than 1,000 Company-operated stores in the United States, Canada, and Mexico and online at,,, and The Company’s Child of Mine brand is available at Walmart, its Just One You brand is available at Target, and its Simple Joys brand is available on Amazon. The Company also owns Skip Hop, a global lifestyle brand for families with young children. Carter’s is headquartered in Atlanta, Georgia. Additional information may be found at

Baby Clothing, Kids Clothes, Toddler Clothes | Carter's

Shop for baby clothing, baby necessities and essentials at,  the most trusted name in baby, kids, and toddler clothing. Shop our selection of cute baby & kids clothing.

Personalization is a key strategic initiative at Carter’s, impacting all aspects of the business from how our associates interact with our customers in stores, the online shopping experience, and to all communications that customers receive. As the Senior Manager Content Strategy, you will be a highly visible and key player in Carter’s personalization strategy as well our overall digital transformation efforts. You will need to develop key insights into how our customers and audiences behave and build out a content strategy roadmap to ensure that communications, site experience, and customer facing features are personalized to each customer audience’s needs. 

To achieve this, you will need to have a good understanding of content creation, content testing, and the ability to lead cross-functionally through influence. Some of your closest partners will be the Customer Data, Brand and Creative, Communications, and the Retail Product teams. 

The position reports to the Senior Director, Personalization & Content Strategy and sits on the Marketing team alongside the other members of the personalization product team. The role will be based is based in our Buckhead office in our hybrid work environment.

  • Define the vision and strategy for engaging and retaining our customers through content and leading our content strategy with a variety of stakeholders around the company
  • Improve the performance of our existing brand campaigns, email programs and customer communications by continuously testing and adjusting content approaches
  • Liaise with internal stakeholders in Brand, Product and Marketing to develop robust and consistent user journeys
  • Continuously evaluate and expand our customer channels and journeys based on audience preferences, business needs and channel effectiveness
  • Capturing the audience’s attention with engaging text, image, and video content on parenting topics. Tracking performance and understanding the business impact of your work
  • Taking a creative and data-driven approach to drive a unified digital strategy supporting in-store, social, web, email, and mobile experiences
  • Analyzing and reporting out on test results for new marketing initiatives and strategies. 
  • Identifying the trends and technology shaping the future of consumer behavior and implement new strategies for a better user experience

Must have:

  • 5+ years in CRM/retention/lifecycle marketing experience in global tech set-ups, with 1-2 years in a Senior Product Manager position
  • Deep curiosity about the retention dynamics of customers, what keeps them happy, and what might cause them to disengage
  • Passionate about delightful user experiences and connected journeys. Previous experience with customer segmentation, user journey mapping, personalization through editorial and automation strategies
  • A dynamic and proactive person with a passion for breaking down complicated information into digestible formats for customers

Preferred skills and experience:

  • Have 5+ years of experience working for retail or lifestyle apps/platforms, high-profile brands or digital agencies
  • Can pitch creative content ideas that meet user needs and strike the right tone
  • Create clear briefs and provide constructive feedback to other content creators
  • Monitors social and cultural trends to experiment with new and relevant ideas
  • Have meticulous attention to detail across different mediums, strong organization and collaboration skills
  • Pride on excellent communication and problem-solving skills
  • Working knowledge of digital strategy best practices (analytics, user experience, customer journey mapping, SEO, SEM and personalization)
  • Familiar with Adobe Experience Cloud (Adobe Experience Manager, Adobe Analytics, Adobe Target, etc.) is a bonus
  • Analytical nature and ability to make decisions based on insights and metrics


  • Lead Courageously: Have a strong sense of personal values that align with our Company values
  • Collaborates Broadly: Build cooperation, trust, and thrive in a consensus driven environment
  • Customer Focus: Proactively seek opportunities to leverage data and fact-based insights to serve customers and/or internal clients
  • Drive Growth: Set aggressive goals and implement plans precisely
  • Cultivates Innovation:  Respectfully challenge the "we’ve always done it this way" mentality and explore new ways to achieve desired outcomes


  • Career Development: Success starts from within, and we have several paths from which you can choose to enhance your career evolution. From Carter’s University to Toastmasters to mentorship programs and more, we encourage you to utilize these tools to elevate your professional prowess. 


Carters is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity, sexual orientation, national origin, genetics, disability, age, veteran status, or any other status protected by federal, state, or local law.

Application Instructions

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