Job Overview
The Director of CRM & Retention will lead lifecycle marketing and customer loyalty initiatives across multiple channels. Reporting to the VP of Marketing and overseeing an Email Marketing Specialist, this role is responsible for designing, executing, and optimising CRM campaigns, improving the post-purchase experience, and applying data-driven insights to deliver targeted segmentation and personalised customer engagement. The ideal candidate possesses extensive expertise in CRM, customer engagement, and retention strategies, with a proven track record in managing marketing tools, guiding teams, and leveraging analytics to drive measurable business growth.
Core Responsibilities
- Customer Marketing Strategy: Direct the planning, development, and execution of CRM campaigns in collaboration with the brand team. Oversee multi-channel campaigns—including email, SMS, push notifications, and in-app messaging—to drive customer engagement and retention.
- Post-Purchase Experience: Partner with cross-functional teams to design and deliver a holistic post-purchase journey that adds value, strengthens customer loyalty, and enhances retention beyond the core product offering.
- Customer Engagement Toolset Management: Oversee and optimise customer engagement platforms (e.g., ESP, referral, subscription tools) to maximise meaningful interactions. Ensure the toolset remains effective, competitive, and aligned with business objectives.
- Segmentation Strategy: Develop and implement a data-driven segmentation strategy, leveraging key insights into customer behaviour to enhance personalised and targeted CRM initiatives.
- Testing and Performance Analysis: Conduct ongoing tests and analyse CRM campaign performance to continuously refine strategies. Use insights to drive improvements in effectiveness, engagement, and overall campaign impact.
- CRM Channel Ownership: Take full ownership of CRM channel performance, managing execution, optimisation, scalability, testing, and reporting. Ensure channels deliver a solid foundation for marketing efforts while driving retention, customer lifetime value (CLV), and business growth.
- Tactical CRM Initiatives: Implement targeted CRM initiatives across key touchpoints—including email, SMS, subscriptions, and e-commerce interactions—focusing on converting prospects, engaging non-subscribers, and retaining active subscribers. Prioritise channel performance and results over content or creative direction.
- Data-Driven Insights: Leverage customer data to uncover opportunities for segmentation, personalisation, and targeted interventions, supporting marketing teams in developing impactful strategies while maintaining responsibility for operational execution and channel infrastructure.
- Tech Stack and Lifecycle Marketing: Own and optimise the CRM technology stack, customer touchpoints, and e-commerce interactions. Manage relationships with technology partners, lead the evaluation and implementation of new tools, and ensure seamless lifecycle marketing and retention capabilities.
- Reporting and Continuous Improvement: Monitor, analyse, and report on CRM metrics, including testing outcomes, to identify actionable opportunities and improve acquisition, retention, and overall business performance.
Skills & Requirements
- Over 7 years of experience in CRM, retention marketing, or customer lifecycle management within a Direct-to-Consumer (DTC) environment.
- Demonstrated success in executing multi-channel CRM campaigns, including email, SMS, and subscription touchpoints.
- Strong technical expertise with ESPs, cohort building, and data-driven customer segmentation.
- Proficiency in Klaviyo and experience working with Shopify-based brands.
- Excellent analytical skills, leveraging data to test, optimise, and enhance customer retention strategies.
- Prior experience in fast-moving Consumer Packaged Goods (CPG) brands is preferred.
- Hands-on operator mindset, thriving in fast-paced, dynamic environments.
- Exceptional collaboration and communication skills, with the ability to work effectively across cross-functional and international teams.
Additional Information
- Position: Director of CRM & Retention
- Location: Fully remote, serving the EMEA region
- Compensation: Competitive salary, with flexibility based on experience and expertise