Head of CRM & Loyalty

About Us:

Dyson is a global technology enterprise. We’re growing fast and our ambition is huge – more categories, more locations and more people. Dyson launched in the US in 2002, and since then operations have grown exponentially. Our US headquarters is based in Chicago's Fulton Market neighborhood. We also have employees working in field sales, our service centers, and in our growing number of Dyson Demo Store’s across the country.

About the Role:

The Head of CRM and Loyalty sets our CRM vision and strategy, driving profitable customer growth in all channels by building customer loyalty, multi-category ownership and relevant, timely support content. The vision is also tied closely with our UK teams framework and goals for greater Dyson. This role will build data- and insight-driven customer segmentation strategies and oversee marketing efforts with a focus on growth, engagement and retention. They will lead a team of CRM experts and work closely with the Global Owner Retention and technology teams to ensure access to best-in-class CRM technology, tools and global best practices. This is a highly collaborative role that in addition to the US, also manages Canada and Mexico’s CRM efforts.

This role will drive the strategy, implementation and ongoing evolution of Dyson’s Owner - loyalty program across both offline and digital channels with the objective of driving customer engagement, nurturing owner relationships & return visits, and building a robust community through personalized experiences. Partnering closely with the eCommerce, marketing, creative, owner experience, stores, IT and other cross-functional teams, this leader will drive the expansion of Dyson’s Owner - loyalty program, evolve the portfolio of services and benefits provided to members, and drive innovation in how Dyson engages and co-creates with its community of owners.

Partnering closely with Dyson local and global leadership, this individual must demonstrate a track record of influencing high-performing cross-functional teams in a fast-paced environment to drive business impact and owner-centric transformation. Global experience is desired. This role reports to the VP of eCommerce.

Primary accountabilities and supporting activities:

• Build and develop a CRM vision and strategy that increases reach and drives profitable retention and customer growth.
• Partner closely with Marketing and Data & Insights teams to drive owner segmentation strategies that support lifecycle activities and communications campaigns.
• Implement segmentation, targeting, personalization and relevancy tactics to improve engagement, conversion and maximize ROI of email marketing initiatives
• Report on investment and growth KPIs supporting both short- and long-term revenue, conversion and retention goals. Use insights to communicate potential product improvements.
• Manage marketing and loyalty expenses by adjusting spend based on business conditions and opportunities.
• Partner with Global Owner Retention, Americas eCommerce and Marketing Teams, and external partners to integrate Dyson loyalty program into strategies bringing experiences to life.
• Collaborate with Global Center of Excellence to develop owner-centric marketing and support content.
• Collaborate with IT, product owners and eCommerce teams to develop the roadmap for Salesforce Marketing Cloud enhancements and the loyalty program infrastructure, systems and capabilities, including assessing opportunities to invest in new technologies and defining product development roadmap.
• Lead the regional strategy for the collection and use of 1st party data. Represent the voice of our owners and enable stakeholders (through insights and data) to do the same.
• Remain informed on CRM best practices, including usability, design, privacy and legislative policies to ensure compliance with data privacy standards are kept at all times.

About You:

• 10+ years’ experience in Digital, Marketing, Loyalty and Membership
• Bachelor's Degree; MBA a plus
• Experience building successful marketing/loyalty programs as well as capabilities to enable owner journeys at scale
• Exemplary leadership skills with experience building effective teams
• Proven ability to leverage real-time owner insights to drive owner-centric innovation
• Excellent analytical and problem-solving skills, with ability to define, drive and deliver on customer and financial ROI goals
• Team-oriented with ability to effectively collaborate with partners across the organization at all levels; ability to negotiate and influence peers and members of cross-functional teams
• Ability to work effectively in ambiguity, adapt to changing priorities and drive with urgency
• Strong communication/presentation skills and e