Director, CRM & Personalization

Have you ever had that green-light feeling? When you hit every green light and the day just feels like magic. CLEAR's mission is to create frictionless experiences where every day has that feeling. With more than 30+ million passionate members and hundreds of partners around the world, CLEAR’s identity platform is transforming the way people live, work, and travel. Whether it’s at the airport, stadium, or right on your phone, CLEAR connects you to the things that make you, you - unlocking easier, more secure, and more seamless experiences - making them all feel like magic.

As the Director of CRM & Personalization, you will architect and lead the development of a high-impact, data-driven CRM ecosystem that drives value through precision targeting, advanced segmentation, and scalable automation. Reporting to the VP of Marketing, you will serve as a cross-functional leader bridging Marketing, Business Intelligence (BI), Product, and Engineering teams to design and optimize CRM systems and lifecycle programs backed by behavioral data and analytics.

 

What you’ll do:

CRM Architecture & Strategy

• Own the technical roadmap and strategic execution of all CRM initiatives across digital channels: Email, SMS, Push, and In-App Messaging.
• Implement and maintain a scalable CRM infrastructure that supports automation, real-time personalization, and event-driven campaigns.
• Develop advanced segmentation frameworks using first-party and behavioral data from CDPs and analytics tools to target users across the lifecycle.
• Leverage real-time data triggers, dynamic content, and decision trees to execute high-performance lifecycle marketing programs, from onboarding to re-engagement and loyalty.

Experimentation & Optimization

• Design statistically sound A/B and multivariate testing frameworks; apply lift analysis and confidence intervals to measure impact.
• Lead rigorous experimentation across channels and touchpoints to inform channel mix, messaging strategies, and timing.
• Utilize event-based tracking and attribution models to understand CRM effectiveness within the broader member journey.

Analytics, Insights & Reporting

• Define and continuously refine CRM KPIs such as engagement score, CLTV, CAC payback, churn propensity, and net engagement lift.
• Build and maintain performance dashboards using BI tools (Looker, Tableau, etc.) to visualize campaign metrics and behavioral trends.
• Collaborate with Data Science and BI teams to perform cohort, funnel, and predictive analytics to identify opportunities and inform strategy.
• Synthesize data into actionable insights and present findings to executive stakeholders, prioritizing recommendations based on expected ROI and business impact.

Tech Stack Ownership & Data Integration

• Evaluate and integrate CRM platforms and MarTech tools (e.g., Braze, Iterable, Salesforce Marketing Cloud) with broader data infrastructure including CDPs (Segment, Hightouch), data warehouses, and tracking platforms.
• Ensure seamless data flow between CRM systems, analytics layers, and customer touchpoints; partner with engineering to define ETL requirements and data schema.
• Own governance for CRM data integrity, compliance (e.g., CAN-SPAM, GDPR), and performance scalability.

Team Leadership & Development

• Manage and mentor a high-performing team of CRM marketers, fostering a culture of experimentation, analytical rigor, and technical excellence.
• Drive continuous learning by encouraging adoption of new technologies, frameworks, and statistical methods.

 

How you'll measure success:

• Statistically significant performance lift in engagement metrics (e.g., Open Rate, CTR, CVR) through continuous testing and optimization.
• Increased Member retention and uplift in average Customer Lifetime Value (CLTV) driven by effective segmentation and targeting.
• Reduction in churn and improvements in NPS and re-engagement rates tied directly to CRM initiatives.
• Streamlined and scalable marketing automation infrastructure with improved delivery performance and reduced latency.
• CRM stack integration completeness and data synchronization health across platforms.

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