Director of CRM Marketing

Key Responsibilities

CRM Strategy Development:

• Define the vision for data-driven CRM. Develop and execute a comprehensive CRM strategy to enhance customer engagement, retention, and loyalty across all touchpoints.
• Drive segmentation strategies that align with customer behavior, preferences, and lifecycle stages.
• Set measurable goals and KPIs for customer retention, churn reduction, and loyalty performance.
• Create tailored customer journeys for different audience segments, focusing on lifecycle stages like onboarding, upselling, cross-selling, and win-back strategies.

Email and SMS Marketing:

• Lead the planning, execution, and optimization of email and SMS marketing campaigns.
• Develop advanced personalization and automation strategies to improve campaign performance.

Retention and Loyalty Programs:

• Lead the Alex and Ani loyalty program, identifying opportunities to increase member acquisition, engagement, value, and rewards redemption.
• Collaborate with cross-functional teams to enhance loyalty benefits, features, and customer experiences.
• Develop initiatives to grow customer stickiness, leveraging perks, surprise-and-delight moments, and VIP offerings.

Data-Driven Insights:

• Analyze customer data to uncover trends, identify opportunities, and inform marketing strategies.
• Develop dashboards and reports to track key KPIs, such as CLV, retention rate, and conversion rates.

Innovation and Experimentation:

• Test and implement new tools, technologies, and approaches to enhance the customer experience and optimize campaign performance.
• Design and manage A/B and multivariate testing for email, SMS, and loyalty campaigns to continuously improve effectiveness.

Cross-Channel Integration:

• Ensure seamless integration of CRM strategies across all marketing channels, including paid media, organic social, and e-commerce to create consistent and connected customer experiences.
• Partner with the creative and product teams to develop messaging and content tailored to customer segments.
• Review attribution metrics and other analytics to evaluate the holistic impact of CRM-driven campaigns.

Leadership and Collaboration:

• Manage and mentor a junior marketing team member, providing guidance, feedback, and development opportunities.
• Partner with product, creative, and paid marketing leads to align on shared goals and initiatives.
• Collaborate with senior leadership to align CRM strategies with broader business objectives.

Qualifications

• Bachelor’s degree in Marketing, Business, or a related field (MBA preferred).
• 8+ years of experience in CRM, retention marketing, customer lifecycle management, or related roles, preferably in e-commerce or retail.
• Expertise in ecommerce and CRM platforms (e.g. Shopify, Klaviyo) and marketing automation and analytics tools (e.g. Looker).
• Strong analytical skills, with experience in A/B testing, campaign performance optimization, and data-driven decision-making.
• Proven track record of designing and executing loyalty programs and retention strategies.
• Proven ability to turn complex data insights into actionable strategies.
• Demonstrated ability to manage multiple projects in a fast-paced environment.
• Excellent communication and collaboration skills to work effectively with cross-functional teams.
• Results-oriented mindset, with the ability to manage multiple projects in a fast-paced environment.

Why Join Us?

This role offers the opportunity to work on high-impact projects that shape how our customers engage with Alex and Ani and directly drive business outcomes. At Alex and Ani, we foster a culture of creativity, innovation, and collaboration. If you’re passionate about shaping customer experiences, retention strategies, and data-driven marketing, we’d love to hear from you.

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