As Director of CRM, Retention & Loyalty you’ll define and lead the vision, strategy, and execution of our lifecycle marketing and CRM programs. You’ll architect hyper-personalized, data-driven campaigns and automated journeys across channels, ensuring high customer satisfaction, loyalty, and lifetime value. Additionally, this role will oversee the strategy and execution for email marketing, SMS and our customer loyalty program. This role is ideal for a strategic leader with deep experience in CRM strategy, experimentation, and cross-functional collaboration.
You will be directly supporting activities in North America as well as setting global strategies. You will have the opportunity to work cross-functionally with exposure across both the retail & digital space. Business partners include but are not limited to the Creative, Legal, Ecommerce, Store Operations, Customer Analytics, IT, Buying, Media, and Brand Marketing.
Key Responsibilities:
- Develop and own the strategy for the CRM program including message + content strategy, target audience segmentation, measurement plans and iterative testing roadmaps with an omni-channel lens (web and store customers)
- Develop and execute comprehensive retention marketing & loyalty strategies to increase customer lifetime value and reduce churn rates. Reimagine role of acquisition for owned channels as a pipeline for new customers and loyalty.
- Redefine customer segmentation strategy & optimize audience strategies across all consumer marketing channels to tailor messaging to specific customer segments, driving increased engagement and loyalty.
- Plan, execute, and optimize multi-channel retention campaigns across SMS, direct mail, email triggers, and other relevant channels, ensuring timely delivery and maximum effectiveness.
- Create and oversee the development of tailored content (leveraging both static and dynamic assets) across all owned channels; ensure consistent brand messaging and voice.
- Together with our Customer Analytics team, analyze data to define KPIs and goals across different segments, identify trends, and optimize marketing programs to deliver upon overall company goals
- Develop a compelling membership program and deliver against revenue and customer goals. Continually refine the programmatic elements & experiences to optimize, grow, and engage members
- Partner with Analytics to define, track, and report on key retention metrics, including churn rate, customer lifetime value, retention rate, and engagement metrics. Use insights to inform decision-making and drive results.
- Conduct A/B testing and other experiments to evaluate the performance of different personalization and communication approaches across BAU and trigger-based marketing campaigns. Continuously optimize strategies based on insights and feedback to drive improved customer engagement and satisfaction.
- Collaborate with the Analytics and IT to identify and implement the necessary tools, platforms, and systems to support personalization and communication initiatives. Stay updated on industry trends and advancements in personalization technology.
- Work closely to develop insights-backed creative strategies that enhance engagement and conversion across owned channels.
- Distribute and present all CRM reporting and status to leadership
Qualifications
- 8+ years of experience in CRM, lifecycle marketing, or retention or growth marketing roles including experience in Loyalty (i.e., designing and deploying a complex, omni-channel membership and loyalty programs), preferably in a consumer retail business (footwear experience preferred).
- A bachelor's degree or higher in Marketing or other related fields
- Proven track record of building and scaling personalized, data-driven CRM strategies that drive measurable impact on retention, engagement, and revenue.
- Experience with CRM platforms, marketing automation tools, and analytics platforms.
- Advanced experimentation mindset with proficiency in A/B testing methodologies, incrementality measurement, and funnel optimization.
- Strong analytical skills; comfortable working with data teams and interpreting KPIs to inform strategy.
- Proven expertise in membership and loyalty program financial management.
- Strong project management skills with the ability to manage multiple priorities and timelines.
- Excellent communication and interpersonal skills, with the ability to influence stakeholders at all levels.
- A positive "all-hands-on-deck" attitude and willingness to get the job done
- Interest in rolling up your sleeves and executing just as much as developing strategy
- Proven experience leading, developing and mentoring teams, including managing direct and indirect reports
Base Salary/Hourly Range: From $165,000 to $185,000* + bonus potential
Bonus Eligibility: Yes, eligible for annual target bonus based on company and individual performance
Benefits Offered: Health Insurance, Dental Insurance, Vision Care, Health Savings Accounts, 401(k) Retirement Plan, Vacation Time, Sick Time, Paid Parental Leave, Holidays and Cole Haan Discounts
*Rate of pay dependent upon candidates’ relevant skills and experience
This position is not available to be performed in Colorado.
As an Equal Opportunity Employer, Cole Haan is committed to meeting the spirit as well as the letter of the law. We have been, and continue to be, committed to Equal Opportunity Employment and equal treatment of all qualified individuals -- regardless of race, color, sex, national origin, age, religion, marital status, sexual orientation, gender identity, gender expression, veteran status, disability, or any other factors that are not job related.
