Nick Morton
Chicago
Summary
Director-level CRM, martech, and vendor operations leader with deep Fortune 200 experience advising and operating large-scale owned marketing ecosystems. Trusted expert across CRM platforms, personalization strategy, vendor selection, and ESP migrations, with hands-on knowledge spanning Adobe, Oracle, and best-in-class data and activation partners. Well-suited for expert network and advisory engagements requiring practical, real-world insight into marketing technology decisions, customer growth strategy, and operational execution at scale.
Overview
7
7
years of professional experience
Work History
Director, Vendor & CRM Operations
Macy's
11.2025 - Current
- Onboarded an AI-powered CRM solution to modernize the martech stack and unlock customer-level personalization, driving double-digit increases in click-through and conversion rates.
- Leading a complex ESP migration between two industry-leading platforms to simplify the tech stack, improve operational efficiency, and maintain sales performance at scale.
Sr. Manager, CRM Strategy & Customer Growth
Macy's
01.2024 - 11.2025
- Develop enhanced targeting & personalization customer strategies across email, push, and SMS channels to grow annual digital sales beyond market benchmarks.
- Increased marketable audience by double-digits year-over-year through creating personalized frequency to minimize churn, develop cross-channel paid media acquisition tests, and lead first-of-its-kind app download sweepstakes.
- Partnered closely with vendors to navigate everchanging ecosystem (ie. iOS 18.2, unsubscribe gamification, SMS legislation changes) to minimize sales risk through innovative strategies.
- Built agile, cross-functional workflows enabling intraday messaging and targeting changes aligned to real-time site performance.
Manager, Communications Planning & Strategy
Macy's
09.2022 - 01.2024
- Developed test-and-learn roadmaps to refine circulation strategies, improve targeting models, and evaluate new product capabilities.
- Introduced a data-driven planning framework into a historically intuition-led process by building dashboards and upskilling teams on analytics and data literacy.
- Elevated reporting transparency to influence targeting model roadmaps and enterprise-level customer strategy decisions.
Sr. Marketing Effectiveness Data Analyst
Macy's
01.2021 - 10.2022
- Designed an omni-channel testing framework balancing enterprise objectives with channel-specific best practices and clearly defined success metrics.
- Built forecasted daily demand curves using historical data and real-time trends to optimize budget allocation, efficiency, and revenue outcomes.
Performance Analyst
Merkle
06.2019 - 10.2022
Sr. Performance Analyst
Merkle
10.2020 - 01.2021
Education
Bachelor of Arts - Data Analytics
Denison University
Granville, OH01-2019
Skills
CRM & Martech Strategy ESP Migrations Vendor Evaluation & Selection Personalization at Scale Data & Identity Resolution Marketing Measurement (MMM & MTA)
Platforms & Partners
Adobe Suite: Adobe Experience Platform (AEP), Adobe Journey Optimizer (AJO), Adobe Customer Journey Analytics (CJA), Adobe Analytics | Oracle Responsys | Movable Ink (Studio, Da Vinci) | SAS Customer Intelligence 360 | Wunderkind | Bluecore | LiveRamp | Amperity | TransUnion | Meta
Timeline
Director, Vendor & CRM Operations
Macy's
11.2025 - Current
Sr. Manager, CRM Strategy & Customer Growth
Macy's
01.2024 - 11.2025
Manager, Communications Planning & Strategy
Macy's
09.2022 - 01.2024
Sr. Marketing Effectiveness Data Analyst
Macy's
01.2021 - 10.2022
Sr. Performance Analyst
Merkle
10.2020 - 01.2021
Performance Analyst
Merkle
06.2019 - 10.2022
Bachelor of Arts - Data Analytics
Denison University