DIRECTOR OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

About the role

The Director of Customer Relationship Management (CRM) leads the CRM and customer data strategy for a store-led, omnichannel retail organization, with responsibility for driving customer acquisition, retention, and lifetime value. This role manages the customer lifecycle end to end using customer data, CRM platform (Bloomreach), and personalization to connect digital touchpoints (website, email, SMS) with in-store and online behavior, ensuring a seamless and consistent customer experience.

Responsibilities

• Define and execute a CRM strategy that drives store traffic, store and BOPIS conversion, and integrated omnichannel experiences
• Manage the customer lifecycle across acquisition, onboarding, engagement, retention, loyalty, and reactivation
• Align CRM programs with store promotions, merchandising strategies, digital campaigns, and seasonal retail initiatives
• Ensure the website and digital experiences support in-store, online, and omnichannel fulfillment options, including BOPIS
• Maintain the integrity of customer data across all retail and digital systems, ensuring accuracy, consistency, and reliability
• Manage customer de-duplication processes, identity resolution, and master customer records
• Develop customer segments based on purchase behavior, channel engagement, geography, preferred store, and category affinity
• Partner with analytics teams to measure customer behavior and performance across in-store, digital, and omnichannel journeys
• Ensure compliance with privacy and data regulations (e.g., GDPR, CCPA)
• Manage CRM, marketing automation, loyalty, and customer data platforms (CDPs)
• Optimize CRM and personalization technologies, including Bloomreach, to support omnichannel personalization and product discovery
• Develop CRM-driven campaigns across email, SMS, push notifications, membership communications, and other owned channels
• Deliver personalized messaging and offers informed by channel behavior, purchase history, and location signals
• Leverage website behavior to guide customers toward stores, online reservations, or omnichannel fulfillment paths
• Establish test-and-learn frameworks to optimize personalization, cadence, and omnichannel conversion
• Lead or closely partner on retail membership program strategy and execution
• Develop initiatives that increase repeat purchases, visit frequency, and long-term customer value across channels
• Use CRM insights to re-engage lapsed customers and strengthen cross-channel loyalty
• Build, lead, and manage a high-performing CRM and lifecycle marketing team
• Serve as the CRM and customer data subject-matter expert across the organization
• Collaborate closely with Stores, Merchandising, Marketing, Digital, E-commerce, IT, Analytics, and Customer Support
• Define and track CRM and omnichannel KPIs including: Customer acquisition, retention, and lifetime value (CLV), Engagement and conversion across channels, BOPIS adoption and conversion rates, Online-to-store attribution and influenced store sales, Store visit frequency and omnichannel revenue contribution
• Monitor customer data quality and continuously improve accuracy and usability
• Deliver performance reporting and strategic insights to the CMO and executive leadership
• Continuously refine CRM programs to improve omnichannel performance and customer experience

Requirements

• Bachelor’s degree in Marketing, Business, Information Systems, or a related field (MBA or an advanced degree a plus)
• Experience in brick-and-mortar, omnichannel, or specialty retail (8–12+ years)
• Experience in CRM, lifecycle marketing, or customer experience (3–5+ years)
• Hands-on experience with CRM, marketing automation, POS, membership programs, and customer data platforms (Bloomreach strongly preferred)
• Experience managing large-scale customer databases
• Experience managing customer data quality, de-duplication, and data hygiene
• Strong analytical skills with the ability to connect customer insights to store, digital, and omnichannel performance

Qualifications

• Omnichannel, customer-first mindset
• Strong understanding of customer data, attribution, and segmentation
• Experience with personalization, geo-targeting, and lifecycle marketing
• Data-driven decision making
• Cross-functional leadership and collaboration