The Director of CRM reporting into the VP of Data and Insights will own the customer file, email & SMS marketing including developing and driving strategy, executing, and analysis of overall email & SMS campaigns, and retention strategies to drive LTV across an omni-channel business. This role will act as the functional expert regarding best practices for all CRM, email and SMS touchpoints within the company. Goals include engaging customers with targeted messages across their life cycle stage to increase conversion rates, revenue, and customer lifetime value.
Ownership over the customer file, and cohort performance. Collaborates regularly with the growth team to drive strategies which maximize overall LTV through our acquisition and retention efforts.
Drive customer file model forecasting to inform the growth trajectory of the DTC business.
Primary ownership of the email & SMS program including revenue, growth, and engagement.
Coordinate with other team members and departments around calendar planning, merchandising, creative elements, and copywriting to create well thought out marketing campaigns that support business goals across all units.
Implement and optimize on flow/drip campaigns that increase engagement and retention including welcome, post purchase, abandon carts, and more.
Create and implement flows/drips around lapsed buyers, reactivation, and best customer emails.
Own all aspects of email & SMS operations including creating, coding, testing, and deployment activities.
Own analytics and reporting on a weekly and monthly basis around channel KPI's.
Continue to ideate and A/B test in order to improve on all channel KPI's.
Own and optimize SMS/MMS marketing as it relates to customer retention and engagement.
Manage and develop 1 direct report.
Bachelor's Degree in Business, Marketing, eCommerce, or related field
Strong analytical details
Excellent communication skills
Detail oriented with strong project management skills.
Experience working with top-tier ESP's - Klaviyo a plus