Irina Spivak in

Irina Spivak

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Senior Director of Marketing Personalization and Owned Channels at DICK'S Sporting Goods
📍 Greater Pittsburgh Region, United States

Irina Spivak is the Senior Director of Marketing Personalization at DICKS Sporting Goods, where she architects personalized customer experiences to drive engagement and loyalty. With a background in Visual Communication from Bowling Green State University, colleagues describe her as a level-headed leader, effective communicator, and an expert problem-solver who speaks at industry events.

As a self-described lifelong learner, Irina is passionate about seeking out the latest trends, tools, and technologies. This dedication to continuous improvement ensures her marketing strategies remain cutting-edge, relevant, and effective in a dynamic environment.

Irina serves as a Customer Advisory Board Member for two prominent marketing technology companies, Epsilon and Attentive.

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Experience
24 Years
Current Role
Senior Director of Marketing Personalization and Owned Channels
Job Level
Senior
Location
Greater Pittsburgh Region, United States
Personality Overview

How Irina shows up

Communication Style
Decision Approach
Work Preference

Behavioral traits and communication patterns that shape how this person evaluates opportunities, builds trust, and makes decisions in professional settings.

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Priorities

Topics Irina cares about

Omnichannel Personalization
Her core expertise involves leveraging customer data, behavioral insights, and predictive analytics to design unique marketing strategies for individuals across all channels.
Marketing Operations
Has extensive senior-level experience managing marketing operations, including project management, process improvement, and production to maximize efficiency and drive value.
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Career

Work history

9-2023
Senior Director of Marketing Personalization and Owned Channels
DICK'S Sporting Goods
3-2023
Customer Advisory Board Member
Epsilon
2-2022
Customer Advisory Board Member
Attentive
1-2022
Customer Advisory Board Member
Movable Ink
7-2019 - 9-2023
Senior Director, Marketing Performance Media, Addressable Channels
DICK'S Sporting Goods
In the press

Media appearances

Dick's Sporting Goods is using its loyalty program to better target customers. Featured in Modern Retail
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Education
1997 - 2000
Bachelor of Science
Fayetteville State University
Visual Communication Technology
Bowling Green State University
Social presence
in
Behavioral profile

DISC profile (public)

DISC behavioral profile

Dominance, influence, steadiness, and calculativeness scores with guidance on how this person prefers to communicate and decide.

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