Director, CRM, Loyalty & Personalization

The Director, CRM, Loyalty and personalization is the driving force behind building a bespoke loyalty program for a direct-to-consumer brand in the fine accessories category-where purchase cycles are longer, customer relationships matter deeply, and loyalty must be earned through thoughtful, high-value experiences.

The Director will also lead our A/B testing and personalization roadmap, shaping how customers experience our site and optimizing the journey through continuous experimentation. This is a highly collaborative role that partners closely with eCommerce, Creative, Product, and Analytics teams.

You'll shape how customers experience the brand, how they return, and how they build long-term affinity. This is a rare opportunity to architect a loyalty program and personalization engine from the ground up-while working in a category where thoughtful, elevated customer engagement truly moves the needle.

ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned.

CRM/Loyalty Strategy & Execution

• Develop and launch a differentiated loyalty program tailored to a high-consideration, infrequent-purchase category.
• Define program structure, benefits, tiers, and engagement mechanics that reinforce brand value and drive long-term customer relationships.
• Build the operational foundation for the program, including data flows, measurement frameworks, and cross-functional processes.
• Monitor performance and continuously optimize based on customer behavior, insights, and testing.

Personalization & A/B Testing

• Own the end-to-end A/B testing roadmap for site UX, messaging, and personalization.
• Partner with Product and eCommerce teams to design experiments, define success metrics, and interpret results.
• Identify opportunities to tailor the customer experience across the funnel using behavioral, transactional, and demographic data.
• Translate insights into actionable recommendations that improve conversion, engagement, and retention.

Customer Insights & Data Analysis

• Analyze customer data to identify segments, behavioral patterns, and opportunities for targeted engagement.
• Build dashboards, reports, and insights that inform loyalty strategy and personalization initiatives.
• Use a test-and-learn mindset to validate hypotheses and guide decision-making.

Cross-Functional Collaboration

• Work closely with Marketing, Creative, Product, and Operations to bring loyalty and personalization initiatives to life.
• Communicate findings and recommendations clearly to both technical and non-technical stakeholders.

• Serve as the internal champion for customer-centric thinking and experimentation.

Data Integration

• Evaluate and integrate CRM platforms and Mar Tech tools (e.g., Braze, Iterable, Salesforce Marketing Cloud) with broader data infrastructure including CDPs (Segment, Hightouch), data warehouses, and tracking platforms, in partnership with Marketing and IT
• 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.

REQUIREMENTS

• Advanced Excel skills, web analytics (Google Analytics preferred), and other site merchandising analytics tools a must
• Analytical ability to synthesize data to understand business trends, identify opportunities and provide forward-thinking insight and action
• Strict attention to detail; highly organized and highly resourceful with an independent, go-getting, problem-solving mindset
• Assertive, adaptable, and demonstrates initiative in a fast paced, entrepreneurial environment
• 5+ years of experience in loyalty, CRM, lifecycle marketing, personalization, or a related role in Direct to Consumer (DTC) at a consumer brand.
• Proven ability to design and execute A/B tests and interpret results with statistical rigor.
• Hands-on experience working with customer data platforms, analytics tools, and segmentation frameworks.
• Strong analytical skills paired with the ability to translate insights into clear strategies and actions.
• Comfort operating as both strategist and executor-you enjoy building from scratch and rolling up your sleeves.
• A collaborative working style and the ability to influence without direct authority.
• Experience in a premium or high-consideration category is a plus.

EEOE

Annual Salary Range: $ - $