Director of Customer Relationship Management (CRM) and Loyalty

Job Description

The Director of CRM and Loyalty will play an integral role in shaping our marketing customer strategies at Balsam Brands, including data strategies, growth targets, communications, segmentation & personalization, and new programs/activation. You will be at the forefront of sharing our global goals to inspire acquisition, elevate customer engagement, and build long-term loyalty and connection.

This position includes team leadership, overseeing both the catalog/print and email teams, as well as cross-functional partnerships across the organization.  This role offers the opportunity to make an impact through business results, as well as an advocate for how the customer can inform brand vision.

This full-time position reports to the VP of Marketing and is expected to work in a hybrid model, which currently includes Tuesday and Wednesday in-office. Additional travel may be necessary to connect with globally distributed team members and vendor partners.

What you’ll do:

• Create and drive KPIs for CRM channels (currently including email, catalog, direct mail), as part of a larger, holistic customer-centric marketing and business plan; establish metrics to measure the effectiveness of CRM and loyalty initiatives and adjusting strategies based on data insights
• Key business leader for ensuring customer data schema is consistent across the organization, built to be easily accessible and leveraged by the appropriate internal partners and external vendors
• Leverage data and insights to inform and measure channel-specific marketing strategies, plans and briefs, working closely with creative to develop content that engages customers, for catalog, direct mail, and email
• Recommend and execute on new CRM strategies that deliver on the business, including but not limited to SMS and loyalty; once launched, own and oversee SMS and loyalty programs
• Lead team across global geographies, providing strategic direction, mentorship/coaching, recommendations on best practices, and thought partnership on execution
• Lead cross-functional team in the development of in-depth CRM analysis, including customer profiling, segmentation, segmentation analysis, customer journeys, and other customer-data driven analytics; translate insights into recommendations and strategies that drive value for the brand and business, with a focus on catalog/direct mail and email
• Manage the CRM & loyalty budget, ensuring effective allocation of resources for maximum return on investment
• Lead multi-variable testing and learning for CRM-influenced channels, understanding balance of offer/promotion, messaging, channel, landing page, and customer behavior; share and scale learnings to drive value across enterprise
• Global business lead for key CRM and channel-specific vendor relationships, ensuring we are optimizing investments, ensuring CRM systems and platforms are effectively integrated and utilized for maximum efficiency and impact, and connecting the dots on the experience cross-vendor; work closely with Tech, Legal and Finance on the management of those relationships
• Work with Data Insights and other cross-functional partners to improve our suite of email and catalog/direct mail reporting
• Work with the Data & Customer Insights functions to gain insights about customer behavior, segmentation, and lifecycle; use this information to optimize CRM & loyalty initiatives
• Keep apprised of and advocate for new technologies, vendors, and processes when opportunity arises

What you bring to the table:

• Bachelor’s degree in Marketing, Business Administration, or a related field preferred; ample work experience in lieu of degree may be accepted
• Minimum of 8 years of experience in CRM, loyalty program management, or related field, with at least 3 years in a leadership role
• Recent B2C eCommerce retail experience preferred
• Excellent leadership and team management skills with proven experience in managing omni-channel CRM strategies in a global retail environment
• Experience driving the strategy of a customer data schema
• Strong analytical skills with experience in data-driven decision-making
• Proficiency in CRM software and analytical tools
• Exceptional communication and interpersonal skills
• Proven ability to build strong relationships with internal teams and external partners across geographic locations
• Familiarity with data privacy requirements in US and globally
• Innovative and strategic thinker with a customer-centric mindset
• Strong project management skills
• Adaptability in a fast-paced and changing environment

About Us: Balsam Brands is a global, eCommerce retailer with roots in holiday and home décor. We strive for excellence in everything we d