Director of CRM

Responsibilities

• Define and own the global expansion strategy and quarterly roadmap across all markets and channels; align to targets for upgrade, upsell, and winback revenue.
• Partner with the CRM Engagement team to architect segmented journeys by lifecycle stage, behavior, product usage, and intent, with localized treatments where relevant.
• Build and optimize program portfolios: pre-renewal and renewal flows, save flows, upgrades, involuntary churn recovery, winback flows, and future cross-sell readiness.
• Oversee end-to-end journey design and orchestration in Emarsys across email, push, and in-app messages; ensure quality, timeliness, and brand alignment.
• Establish clear experimentation roadmaps (A/B/MVT) with hypotheses, power, guardrails, and decision rules; maintain a winning playbook by segment and region.
• Safeguard channel health and compliance: deliverability, list hygiene, frequency and fatigue management, preference management, and regional regulations (CAN-SPAM, CASL, GDPR).
• Own the retention measurement framework and reporting in partnership with Analytics; build Tableau dashboards for real-time visibility and weekly performance reviews.
• Translate insights into roadmap changes; conduct post-mortems and champion learnings across teams.
• Partner with CRM lifecycle teams, Product Growth, Data/Analytics, Engineering, Creative/Brand, Performance Marketing, and Finance/RevOps to maximize impact of expansion programs.
• Represent expansion strategy and results in quarterly/annual planning, reviews, and executive updates.
• Lead and develop managers and associates; set clear goals and competencies, provide ongoing feedback, and create growth pathways.
• Standardize operating mechanisms: planning cadences, experiment review, QA standards, localization workflows, and campaign governance.

Qualifications

• 8+ years in CRM or lifecycle marketing, including campaign strategy, automation, and revenue-driving roles; at least 3 years of team management experience.
• Proven success driving direct sales and revenue in a subscription or product-led environment; experience partnering with Marketing and Product to influence user behavior that leads to revenue growth.
• Experience building and managing effective marketing teams.
• Proficient with CRM platforms (Emarsys, Braze, Klaviyo, etc), analytics tools (Tableau, Looker, Amplitude, or similar), and experimentation frameworks.
• Data-driven and comfortable structuring complex problems with evidence.
• Strong collaborator and communicator, with the ability to build alignment across teams and translate insights into action.