Director, Loyalty and CRM

Overview

Reporting to the Vice President of Digital, the Director, Loyalty & CRM will own the strategy and execution of our loyalty, CRM, and lifecycle marketing programs to maximize engagement, retention, and long-term customer value. This role oversees both the loyalty/CRM program and the lifecycle marketing team, ensuring personalized, measurable experiences across every digital touchpoint.

Responsibilities

• Define the long-term vision and roadmap for loyalty and CRM, ensuring programs deliver measurable value for both customers and the business.
• Build and refine customer segmentation and target strategies to increase engagement and lifetime value.
• Partner with data, digital, and brand teams to design lifecycle messaging, campaign triggers, and loyalty offers.
• Establish reporting frameworks to track loyalty and CRM KPIs (signups, engagement, redemption, ROI) and recommend optimizations.
• Champion loyalty and CRM as enterprise-wide drivers of retention and growth.
• Lead the Lifecycle Marketing Manager and team to deliver multi-channel campaigns across email, SMS, push, and in-app.
• Align lifecycle strategies with loyalty benefits, brand campaigns, and digital initiatives.
• Oversee testing, personalization, and optimization initiatives to improve engagement, retention, and conversion.
• Provide thought leadership on lifecycle marketing trends, tools, and best practices.
• Partners with eCom, Brand Marketing, Retail Ops, IT, and external partners to ensure loyalty and CRM initiatives are integrated and scalable.
• Drive cross-functional readiness for loyalty program launches, campaigns, and peak periods.
• Influence senior leadership on loyalty and CRM strategies to embed retention into enterprise priorities.

Qualifications

• 8–12 years in loyalty, CRM, or lifecycle marketing roles, with at least 3+ years leading teams.
• Proven track record of building or scaling loyalty and CRM programs that drive measurable business outcomes.
• Strong lifecycle marketing expertise across email, SMS, push, and in-app.
• An analytical mindset with the ability to connect data to business impact.
• Excellent cross-functional leadership and communication skills, with proven ability to influence senior stakeholders.
• Familiarity with CDPs, GA4, and marketing automation platforms strongly preferred.

Cultural Success Factors

• Enthusiasm for the brand
• Consumer Obsessed
• Innovative Mindset
• Collaborative nature
• Skillful communicator
• Data-Driven Decision Making
• Adaptable and Flexible
• Disciplined and self-motivated

Benefits

• Generous Employee Discount
• Paid Holidays
• Summer Hours
• Hybrid work schedule
• PTO (Paid Time Off)
• Bonus Plan
• Affordable Health Insurance
• Retirement Contributions