Director, CRM, PLCC, & Customer Care

About the Company

For more than 70 years, TBC Corporation has been a leader in the mobility industry and one of North America’s largest marketers and distributors of automotive replacement tires through wholesale operations. TBC serves consumers at nearly 470 franchised tire and automotive service centers under the Big O Tires® brand. Headquartered in Palm Beach Gardens, Florida, TBC generates $5 billion in revenue with over 3,000 employees in the U.S. and Mexico. The company markets proprietary brands of tires specializing in passenger, commercial, farm, and specialty tires. TBC is a 50:50 joint venture between Sumitomo Corporation of America and Michelin.

Our core values guide our work and interactions:

• Integrity: We act honestly to protect our reputation.
• Teamwork: We collaborate to achieve more.
• People-Focused: We prioritize our associates, customers, franchisees, and partners.
• Accountability: We own our actions and deliver on commitments.
• Leave Everything Better: We innovate to improve and protect the future.

About the Role

As the Director of CRM, PLCC & Customer Care at Big O Brands, you will lead the strategy, execution, and continuous improvement of customer engagement, retention, and care initiatives. This role oversees the CRM platform, Private Label Credit Card (PLCC) program, customer loyalty efforts, and customer care operations, including a contact center partner in Mexico. You will manage one of the company’s largest National Marketing Fund investments and drive measurable outcomes in customer retention, lifetime value, PLCC growth, and customer experience.

Responsibilities

• CRM Strategy & Customer Lifecycle Management:
  • Develop and execute a CRM strategy aligned with company growth, retention, and profitability goals.
  • Lead customer lifecycle marketing across acquisition, retention, reactivation, and loyalty programs.
  • Oversee CRM platforms, customer data strategies, segmentation models, and customer journey orchestration.
  • Optimize customer journeys using insights, behavioral data, and campaign performance metrics.
  • Drive adoption of CRM capabilities across the organization and franchise network.
• Customer Engagement & Retention:
  • Develop strategies to increase retention, repeat visits, and customer lifetime value.
  • Design and execute personalized, multi-channel marketing campaigns using customer data.
  • Monitor customer behavior and feedback to address retention risks and improve satisfaction.
  • Implement loyalty, retention, and reactivation strategies with measurable results.
• Customer Care & Contact Center Leadership:
  • Provide strategic oversight of Big O’s Customer Care function, including a contact center team in Mexico.
  • Ensure consistent, professional handling of inquiries, complaints, and service recovery.
  • Establish performance standards for CSAT, NPS, CES, response times, and first-contact resolution.
  • Lead service recovery programs to protect franchise and brand reputation.
  • Partner with Franchise Operations to resolve customer issues effectively.
• Marketing & CRM Collaboration:
  • Partner with Marketing to execute acquisition, retention, loyalty, and reactivation campaigns.
  • Leverage CRM and first-party data for targeted, personalized marketing programs.
  • Support promotional strategies to drive store traffic and revenue growth.
• Private Label Credit Card (PLCC) Program Leadership:
  • Lead the strategic direction, growth, and optimization of the PLCC program.
  • Develop marketing strategies to increase awareness, application rates, activation, and repeat use.
  • Monitor program performance, compliance, profitability, and customer satisfaction.
• Franchisee Engagement & Support:
  • Build strong relationships with franchisees to support CRM, PLCC, and customer experience goals.
  • Serve as a trusted advisor on retention, care, and loyalty strategies.
• Data Analytics & Customer Insights:
  • Analyze customer, transaction, and engagement data to identify trends and opportunities.
  • Develop reporting dashboards and executive scorecards to measure program effectiveness.
• Budget Management & ROI Accountability:
  • Manage CRM, customer care, and PLCC-related budgets and resources.
  • Evaluate and report on ROI for initiatives.
• Leadership & Cross-Functional Collaboration:
  • Lead and develop high-performing teams in CRM, Customer Care, and Customer Experience.
  • Collaborate with Marketing, Operations, IT, Finance, Legal, Franchise Operations, and external partners.

Requirements

• Bachelor’s degree in Marketing, Business, Customer Experience, Communications, or related field; MBA preferred.
• 10+ years of progressive leadership experience in CRM, Customer Experience, Customer Care, Loyalty, or Marketing.
• Experience managing contact center operations and PLCC programs.
• Strong analytical, financial, leadership, and communication skills.
• Bilingual in Spanish/English is a plus.

Benefits

• Market-competitive compensation.
• 401(k) and Roth with company match; immediate 100% vesting.
• Comprehensive medical, dental, and vision benefits.
• Company-paid short-term disability and employer-subsidized long-term disability.
• Company-paid life insurance.
• Discounted tire purchasing.
• Tuition reimbursement.
• Employee assistance program.
• Generous paid vacation and paid time off.
• Customizable voluntary benefits.