Director, Omnichannel Communications & Optimization

About BMI

Broadcast Music, Inc. (BMI) is a global leader in music rights management, representing over one million songwriters, composers, and publishers. We are advancing a multi-year transformation to modernize our technology, scale our commercial capabilities, and deliver more seamless experiences for the businesses that license our music.

Position Summary
The Director, Omnichannel Communications & Optimization is responsible for developing and executing BMI's omnichannel customer engagement strategy. This role owns channel orchestration, marketing automation, customer engagement technology, analytics, attribution, testing, optimization, and digital conversion infrastructure. The Director is responsible for determining how customer engagement strategies are delivered across channels and platforms and scaling a digital-first sales model while ensuring communications are measurable, scalable, and continuously optimized. Working closely with Customer Experience & Engagement, Licensing Operations, Product, Technology, Salesforce Administration, Five9 Administration, and Data Engineering teams, this role builds and manages the systems, processes, and capabilities necessary to support modern customer engagement.

Essential Functions

Lead Omnichannel Strategy

• Develop and maintain BMI's omnichannel engagement strategy.
• Determine how channels should work together to support engagement objectives.
• Design coordinated engagement approaches across email, SMS, chat, digital platforms, outbound outreach, and emerging channels.
• Establish channel governance and communication orchestration standards.

Channel Orchestration & Journey Execution

• Execute coordinated customer engagement programs across email, SMS, chat, digital platforms, outbound outreach, and future channels.

• Define communication sequencing and channel interaction rules.

• Ensure consistent execution of engagement strategies across platforms.
• Coordinate delivery of customer engagement initiatives across operational systems.

Marketing Automation & Technology

• Develop and maintain customer engagement automation frameworks.
• Identify opportunities to improve efficiency and scalability through technology.
• Implement and maintain automated communication workflows.
• Manage customer engagement technology capabilities and enhancements.

Testing & Performance Optimization

• Establish and manage test-and-learn programs across customer channels.
• Conduct A/B testing of messaging, timing, channel mix, and engagement approaches.

• Continuously refine customer engagement programs based on results.

• Identify opportunities to improve campaign performance and conversion outcomes.

Attribution, Analytics & Reporting

• Develop attribution methodologies and measurement frameworks.
• Define engagement, conversion, and channel performance KPIs.
• Analyze customer behavior and funnel performance.
• Develop reporting and dashboards to support data-driven decision making.
• Deliver actionable performance insights and recommendations.

Manage Digital Conversion Infrastructure

• Support Licensing Center engagement and conversion optimization.
• Partner with Product and Technology teams to improve digital customer experiences.
• Define technology requirements supporting customer engagement objectives.

• Develop scalable engagement infrastructure supporting long-term growth.

Platform & Operational Partnerships

• Partner with Salesforce administrators, Product teams, Technology teams, Five9 administrators, and data engineering resources.
• Support integration and optimization of customer engagement technologies.

• Drive adoption of automation and technology-enabled capabilities.
• Evaluate future tools and technologies supporting omnichannel engagement.

Emerging Engagement Capabilities

• Lead chatbot, conversational engagement, and real-time communication initiatives.
• Evaluate emerging channels and engagement technologies.
• Develop scalable customer engagement capabilities supporting future business needs.

What Success Looks Like

• Increased Licensing Center conversion rates.
• Increased digital engagement and digital completion rates.
• Effective channel orchestration and customer engagement performance.
• Increased automation and operational efficiency.
• Reliable attribution and reporting capabilities.
• Measurable improvements from testing and optimization initiatives.
• Scalable, technology-enabled omnichannel engagement programs.
  
  

Position Qualifications

• 5+ years of experience in omnichannel marketing, lifecycle marketing, digital sales, or customer engagement
• Experience leading digital transformation or customer experience initiatives in a B2B, SMB, subscription, licensing, SaaS, or high-volume sales environment.
• Familiarity with sales funnels, customer onboarding, and digital conversion optimization.
• Experience designing and executing multi-channel campaigns at scale.
• Strong understanding of A/B testing, attribution, funnel analysis, and customer engagement metrics.
• Strong analytical and data-driven decision-making skills
• Experience working cross-functionally with Sales, Customer Service, Customer Experience, Operations, and Product/Technology teams to launch scalable customer engagement solutions
• Demonstrated ability to influence stakeholders and drive results in a matrixed organization
• Bachelor’s degree in Marketing, Business Administration, Communications, Digital Marketing, Data Analytics, or a related field; equivalent experience may be considered.
• Preferred experience with Salesforce Account Engagement/Pardot, Salesforce Administrator, or Salesforce Marketing Cloud certification.
• HubSpot Marketing Software Certification or similar marketing automation certifications

Skills and Abilities

• Hands-on operator: you build campaigns, analyze results, and iterate directly
• Moves quickly from idea to execution, refining based on data and real outcomes
• Highly analytical and detail-oriented, comfortable digging into performance to identify what works and what doesn’t
• Test-and-learn oriented, continuously optimizing message timing and channels to drive conversion
• Resourceful and low-ego, able to deliver results without a large team by leveraging tools, automation, and partnerships
• Strong cross-functional influencer, aligning stakeholders while maintaining clear ownership of outcomes
• Customer-focused, with a bias for simplifying experiences and removing friction

Why Join BMI

You will play a central role in transforming how BMI engages with customers and drives growth. This is a unique opportunity to build a modern, digital-first commercial capability from the ground up, with direct impact on revenue and customer experience.

This job description in no way states or implies that these are the only duties to be performed by the employee occupying the position.  Employees may be required to follow other job-related instructions and perform other job-related duties as requested, subject to all applicable state and federal laws.

“Commonly associated” is not intended to mean always or only.  Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.