Irina Spivak

Senior Director of Marketing Personalization and Owned Channels at DICK'S Sporting Goods

Professional Overview

Irina Spivak is a seasoned marketing executive with over a decade of experience driving digital transformation and growth strategies for leading retail and e-commerce brands. As the Senior Director of Marketing Personalization and Owned Channels at DICK'S Sporting Goods, she is responsible for overseeing the company's omnichannel marketing initiatives, with a focus on leveraging data-driven personalization to enhance customer engagement and drive measurable business impact.

Experience Summary

Current Role

In her current role, Irina leads a team of marketing and analytics professionals to optimize DICK'S Sporting Goods' digital marketing platforms, including email, web, and mobile channels. She is responsible for developing and executing personalized customer journeys, implementing advanced segmentation and targeting strategies, and driving continuous improvements to the company's marketing performance. Under her leadership, DICK'S Sporting Goods has achieved significant increases in email open rates, click-through rates, and customer lifetime value.

Career Progression

Prior to her current role, Irina served as the Senior Director, Marketing Performance Media and Addressable Channels at DICK'S Sporting Goods, where she was instrumental in the company's digital marketing transformation. She has also held customer advisory board positions at leading marketing technology companies, including Epsilon, Attentive, and Movable Ink, providing strategic guidance and feedback to shape the development of innovative solutions.

Academic Background

Irina holds a Bachelor of Science degree in Marketing from the University of Pittsburgh, where she graduated with honors.

Areas of Expertise

• Marketing personalization and optimization

• Omnichannel customer experience management

• Data-driven decision making and performance analytics

• Digital marketing strategy and execution

• Retail and e-commerce industry expertise

Professional Impact

Irina is recognized as a thought leader in the marketing industry, frequently contributing to industry publications and speaking at leading conferences. She has been instrumental in driving DICK'S Sporting Goods' digital transformation, helping the company to stay at the forefront of customer-centric marketing trends and technologies.

Conclusion

With her deep understanding of the retail and e-commerce landscape, proven track record of driving digital marketing innovation, and collaborative leadership style, Irina is poised to continue making significant contributions to the growth and success of DICK'S Sporting Goods.