Director, CRM

As the Director of Loyalty & Digital, you will be the driving force behind building deeper, more meaningful relationships with our customers. You are passionate about creating customer-first experiences that inspire engagement, foster brand loyalty, and fuel long-term growth.

In this role, you’ll lead the strategy and execution of retention-focused initiatives, developing impactful email, SMS, and direct mail programs while designing a loyalty program that sets a new standard in our industry. With a deep understanding of customer journey design and data-driven insights, you’ll craft seamless omnichannel experiences that connect our online, in-store, and service touchpoints.

The Director of Digital & Loyalty will drive recommendations and enhancements to reach aggressive revenue goals and key performance indicators that transform CRM & Loyalty efforts to drive the brand’s long-term growth.

We’re looking for a visionary leader who thrives at the intersection of digital innovation and customer loyalty; someone who can transform engagement into measurable results and take our business to the next level.

Team Leadership

• Develop and lead an innovative and customer-obsessed Digital & Loyalty Team
• As a leader in the Marketing Department, foster a collaborative, innovative, and fun work environment.
• Encourage a culture of experimentation, creativity, and customer obsession.

Responsibilities

• Strategically lead the development and execution of Pet Supermarket’s digital loyalty and customer lifecycle strategy.
• Drive customer engagement and revenue growth through digital channels and loyalty programs
• Act as the customer advocate for the best possible omnichannel experience, communications strategy, and loyalty initiatives.
• Build and scale a best-in-class loyalty program aligned with overall business objectives.
• Implement long-term strategies for loyalty program and digital marketing, including CRM and personalization initiatives. 
• Lead cross-functional teams to design, implement, and manage innovative loyalty initiatives that drive retention, recency, and engagement, partnering across Marketing, Merchandising, Operations, and IT.
• Ensure that the customer journey is engaging, seamless across devices, and effective in translating touchpoints into an immersive experience resulting in transactions
• Oversee direct marketing initiatives including email, SMS, direct mail, and customer analytics.
• Identify and optimize new and existing opportunities for customer engagement and retention.
• Ensure campaigns are seamlessly integrated across channels for a cohesive customer journey.
• Implement A/B testing, pilot programs, and innovative campaigns to discover what resonates with audiences.
• Define and measure activities against KPIs, create standardized dashboards, and share testing results.
• Analyze customer data and insights to identify opportunities for personalization, retention, and business growth.
• Oversee customer analytics as it pertains to segmentation and consumer insights to drive business decisions and bring the voice of the customer to life.
• Partner with IT to ensure data integrity, database connectivity, and seamless integration across platforms.
• Stay ahead of emerging channels, technologies, and trends in digital, loyalty, and retention marketing.

Qualifications

• 8+ years of broad experience in Loyalty, Retention, and Digital Marketing.
• 3+ years' experience in a Digital Leadership role (Senior Manager or above)
• Proven experience leading teams to deliver high quality, consumer products and experiences on web and mobile platforms
• Experience in channel management, pricing, and marcom, preferably with experience in digital marketing
• Deep understanding of product design, customer experience, customer journeys, customer segmentation, testing and optimization
• Data/tech-savvy with experience in defining business requirements and data flows.
• Highly data-oriented, with the ability to interpret complex metrics and datasets to guide decision-making.
• Proven track record of launching, testing, and scaling successful loyalty and lifecycle programs.
• Bachelor’s Degree in Business, Marketing, Communications, or related field required.
• Advanced degree (MBA, Master’s) preferred.
• Strong knowledge of deliverability, CAN-SPAM, CCPA, and GDPR compliance.
• Proficiency with SQL, Tableau, Snowflake, Salesforce, Oracle, GA4, and Quantum.
• Hands-on experience with Salesforce Marketing Cloud or other lifecycle/loyalty marketing tools.
• Extensive knowledge of Jira or similar project management platforms.
• Retail, eCommerce, or pet industry experience a plus.
• Creative, innovative thinker who is organized and solution oriented.
• In tune with shifting trends in loyalty, retention, and retail/e-commerce marketing.
• Ability to thrive as both a self-starter and collaborative team leader.

Core Competencies

• Customer Obsession
• Loyalty Program Design & Optimization
• Digital Customer Journey Strategy
• Customer Data Science & Segmentation
• Omnichannel Retention Marketing (Email, SMS, Direct Mail, Loyalty)
• Strong Communication & Leadership Skills
• Technical Expertise: SQL, Tableau, Snowflake, Salesforce, Oracle