Director of Retention Marketing (CRM) #0159
Location: Fully remote or in Southern California (your choice)
Title: Director of Retention (CRM) (Alt: Director of Lifecycle & Retention Marketing)
This is a confidential search and we are not permitted to share the clients name through email.
Shared CRM strategy and roadmap
Development of loyalty and rewards program
On-site/off-site features build-out
(email, SMS/push, on-site abandonment and retention flows)
Integration with partners
About our client
Our client is a six year old D to C brand in the hospitality and event booking space that is killing it. They have an average of 1 million site visitors per day and have booked in excess of $1 billion in reservations in the last year alone and they are very profitable. Today’s around-the-clock, always-connected ecosystems have created what seems to be an infinite array of options for consumers, but as availability grows so do the challenges of scale. By focusing on helping its customers find and book the experiences they want, our client has created tremendous value and built two high-growth consumer brands in the process.
They've accomplished this by building a consumer facing marketing automation stack with a very lean team and the revenue they are generating is truly astonishing. This is a new role in the organization that will be responsible for helping to lead and own their CRM strategy and execution. This role is key to ensuring that their CRM funnel and corresponding outreach and on-site user experience is continually improving.
This role will work on initiatives to drive LTV and customer loyalty by developing strategies, coordinating marketing schedules, and helping to craft the measurement output of all direct-to-customer communications. This includes continued development of their CRM experience, integrations with partner platforms, testing of various new program components, and anything required to support business growth and evolving initiatives.
The Director of CRM will work cross-functionally across the organization including close alignment with their CGO, as well as oversight of any external retention-focused resources, and will provide recommendations and feedback as to team growth and capability needs.
Their brands are built on a foundation of thoughtful user experiences, automation, dynamic inventory management, and data-driven testing. They deliver on the promise of helping their customers maximize choice with minimum friction through the dedication and talent of their team and the best-in-class processes they’ve built.
About This Role
The Director of CRM is responsible for helping to lead the clients CRM strategy and execution. This role is key to ensuring that their CRM funnel and corresponding outreach and on-site user experience is continually improving and that they are well-positioned to enable revenue and profit growth in support of their overall strategy and mission.
This role will work on initiatives to drive LTV and customer loyalty by developing strategies, coordinating marketing schedules, and helping to craft the measurement output of all direct-to-customer communications. They will be a hands-on, detail-oriented contributor, overseeing the full retention lifecycle. This includes continued development of our CRM experience, integrations with partner platforms, testing of various new program components, and anything required to support business growth and evolving initiatives.
The Director of CRM will work cross-functionally across the company including close alignment with their CGO, as well as oversight of any external retention-focused resources, and will provide recommendations and feedback as to team growth and capability needs.
Develop strategic approach to the ongoing marketing planning for email, loyalty, mobile (future) communications with their existing customer base, including creation and execution of a comprehensive testing and segmentation plan across all D2C touchpoints. Focus on development of promotional plans targeting new customer onboarding, retention, reactivation and more
Work with CGO to identify gaps in current retention approach regarding program components, targeting, segmentation, creative, etc. and help develop solutions to address these gaps. Work with existing, and identify potential new, third party partners and functionality to optimize their retention program.
Own and develop capabilities focused on our developing their customer DB when it comes to audience segmentation, modeling and orchestration
Provide synthesized analyses of retention KPIs and make informed recommendations to the broader team. Align all retention initiatives and programs with internal stakeholders.
Work with cross-functional internal partner groups - Growth/Marketing team, Dev team, Design, BI and Finance functions - and develop tight coordination with external partners, to ensure alignment of prioritization and resources as well as to identify any current or potential roadblocks to delivery of CRM goals
The Director of CRM will have 5+ years of experience across both hands-on development, management and execution of CRM programs as well as developing broader strategic initiatives.
Proven experience in the development of CRM initiatives at a large scale, high transaction business (ecommerce or travel experience preferred)
Hands-on expertise with the channels and methods used for customer retention including email/CRM platforms, database/segmentation tools, testing & targeting, with a focus on creating retention programs that deepen customer relationships
Data-oriented and analytically fluent with a proven history of applying data to drive marketing initiatives and impact on retention and long-term engagement
Ability to develop a deep understanding of the markets served. Always thinking about the customer needs and incorporating that into CRM experiences.
Maintain expert knowledge of email marketing trends, best practices, technologies, CAN-SPAM laws
Exceptional attention to detail and organization, to enable smooth workflow across distributed teams.
Self-motivated and energetic individual who thrives working a fast-paced, challenging and dynamic environment
Working Conditions / Environment:
● Work from home, hybrid with travel as needed
Competitive salary + equity
100% company paid health benefits
401(k) with company match
Unlimited, guilt-free vacation days
Quarterly team offsites
Compensation budget is $125 to $160 base plus bonus and options and is based on one's experience
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