Director, CRM Operations

The Director of CRM Operations will lead the strategic development and execution of customer relationship management initiatives across all markets. This role is responsible for optimizing CRM systems, driving customer engagement, and enhancing loyalty through data-driven insights and personalized marketing strategies.

Requirements

• Develop and implement CRM strategies aligned with business goals to drive customer, retention, loyalty, and lifetime value.
• Partner with Marketing team, Retail Ops, Product, Buying & Planning, and Compliance teams to align CRM initiatives with broader marketing goals and business strategies.
• Own CRM budget allocation.
• Manage the customer loyalty program and structure, driving enrollment, engagement, and reward redemption while ensuring it adds customer value and drives incremental revenue without eroding margins.
• Own the CRM tech stack and vendor relationships, including platform selection, integration, and optimization (e.g., Alpine IQ, HubSpot, Klaviyo).
• Use data insights from the CRM platform, POS system and other sources to develop segmentation, personalization, and trigger-based automation strategies across email, SMS, and loyalty platforms.
• Analyze customer data and optimize customer journeys to measure incremental impact on key KPIs (repeat purchase rate, AOV, customer annual value, purchase frequency).
• Lead and develop a team of CRM specialists and analysts cultivating their growth as leaders, trusted cross-functional partners, and subject matter experts known for a bias for action, critical thinking and solution-oriented problem solving.
• Foster a culture of innovation, experimentation, and continuous improvement, continuously testing across all CRM channels.
• Establish clear performance expectations and conduct regular one-on-one meetings to support team growth.
• Directly supervise and mentor Senior Marketing Communications Manager and Marketing Communications Specialist.

Benefits

• 401k Matching
• Retirement Plan