Company Overview
We are seeking a strategic and hands-on Head of CRM to drive customer retention, lifetime value, and revenue growth through sophisticated email, SMS, and product marketing strategies to drive customer engagement and loyalty.
Position Summary
This role requires a seasoned marketing professional who can both develop high-level retention strategies and execute tactical campaigns. You'll be responsible for the entire customer lifecycle marketing program, from acquisition, nurturing, to loyalty and retention. The ideal candidate thrives in a fast-paced D2C environment and has a proven track record of driving measurable revenue growth through email marketing and CRM initiatives.
Key Responsibilities
Strategy & Planning
- Develop and execute comprehensive email, SMS, and product marketing and CRM strategies aligned with business objectives and revenue targets
- Create customer lifecycle marketing programs that maximize customer lifetime value (CLV) and reduce churn
- Build and maintain customer segmentation strategies based on behavior, purchase history, and engagement patterns
- Collaborate with cross-functional teams (product, merchandising, customer service, retail) to advance the customer journey and drive improved customer loyalty
- Analyze customer segmentation data to identify opportunities for personalization and campaign optimization
Campaign Execution & Management
Design, build, and deploy CRM campaigns across the customer lifecycle (welcome series, post-purchase, win-back, VIP programs)Manage daily email operations, including campaign scheduling, testing, and performance monitoringCreate and optimize automated email flows and triggered campaignsDevelop compelling email content in collaboration with creative teamsImplement A / B testing strategies to continuously improve campaign performanceDrive adoption and engagement with strategically important Sunday experiences, including the Sunday app and other AI-enabled toolsTechnology & Analytics
Manage and optimize marketing automation tools (Klaviyo, Iterable, Segment, etc.)Integrate CRM systems with other marketing technology stack componentsMonitor and analyze key performance metrics (open rates, click rates, conversion rates, revenue per email)Create regular reporting on campaign performance and ROIEnsure email deliverability best practices and compliance with regulations (CAN-SPAM, GDPR)Team Leadership & Development
Lead and mentor junior marketing team membersCollaborate with external agencies and contractors as neededStay current with industry trends and best practices in email marketing and CRMRequired Qualifications
Experience
5-7+ years of email marketing and CRM experience, with at least 3 years in a senior or managerial roleExperience setting up CRM platforms (analytics push notifications, in-app messaging) on mobile appsProven experience at direct-to-consumer brands that have scaled annual revenue beyond $75MTrack record of driving significant revenue growth through email marketing programsExperience managing customer lifecycle marketing programs and retention strategiesExperience with product marketing, especially with driving adoption and engagement with an appInterest and experience in driving AI-enabled customer relationshipsTechnical Skills
Expert-level proficiency in email marketing platforms (Klaviyo strongly preferred)Strong analytical skills with experience in Analytics (Heap, Amplitude, etc.), customer data platforms (Segment), and reporting tools (Looker, Omni, etc.)HTML / CSS knowledge for email template customizationExperience with customer segmentation and personalization strategiesFamiliarity with SMS marketing and multi-channel campaign coordinationStrategic & Leadership Skills
Ability to develop and execute both strategic initiatives and tactical campaignsStrong project management and organizational skillsExperience leading cross-functional initiatives and managing stakeholder relationshipsData-driven decision making with strong analytical and problem-solving abilitiesCommunication & Collaboration
Excellent written and verbal communication skillsAbility to present campaign results and strategic recommendations to senior leadershipStrong collaboration skills with creative, product, and customer service teamsExperience working in fast-paced, high-growth environmentsPreferred Qualifications
Experience with subscription or repeat purchase business modelsExperience with product marketing and driving engagement with digital customer experiencesBackground in customer acquisition and paid marketing channelsKnowledge of customer service platforms and post-purchase experience optimizationExperience with loyalty and referral program managementPrevious experience in consumer goods, fashion, beauty, or lifestyle brandsAs a company rooted in nature, we deeply understand the benefits of diversity. We work to build a culture that attracts a diverse mix of talented people to help us bring lawn care out of the dark ages. We are committed to building a diverse, vibrant team that brings determination and passion to our work everyday.
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