Director, CRM & Loyalty Programs

Zenni Optical

5d•$152,000 - $191,000•Remote

About The Position

We are seeking a Director, CRM & Loyalty to own and evolve our global customer lifecycle and loyalty strategy across email, SMS, mobile push, in-app messaging, on-site personalization, and loyalty programming. This leader will be responsible for driving new customer activation, repeat purchase rate, retention, and lifetime value, while building a differentiated loyalty ecosystem that strengthens emotional connection, frequency, and long-term brand affinity. Reporting to the VP, Engagement Marketing, the role blends strategic leadership of an existing CRM & Loyalty team with hands-on execution, and includes ownership of CRM modernization, including platform migration, CDP requirements, data governance, and marketing automation, while delivering measurable business impact.

Requirements

10+ years of CRM, lifecycle, retention, or loyalty marketing experience in B2C eCommerce or DTC with 3+ years in a leadership role
Proven success driving customer acquisition, retention, loyalty engagement, and revenue growth
Deep expertise in email, SMS, and lifecycle automation
Experience building, managing, or scaling loyalty programs
Hands-on experience leading CRM platform migrations and/or CDP implementations
Strong analytical mindset with ability to translate data into action
Deep knowledge of CRM compliance, deliverability, and data privacy
Comfortable operating at both strategic and executional levels

Responsibilities

Lifecycle, CRM & Loyalty Strategy
End-to-End Strategy: Own the holistic lifecycle and loyalty roadmap, defining customer journeys from acquisition and onboarding to retention, win-back, and long-term advocacy.
Loyalty Management: Lead the evolution of the loyalty program structure and value exchange, leveraging tiers and benefits to drive increased purchase frequency, AOV, and lifetime value (LTV).
Cross-Functional Growth: Partner with Brand, Performance, and Product teams to embed CRM and loyalty mechanics into the broader growth strategy to improve repeat rates.
Automation, Personalization & Segmentation
Scalable Journeys: Build and scale automated, behavioral, and predictive lifecycle journeys that deliver the right message at the optimal time across the customer lifecycle.
Advanced Segmentation: Develop sophisticated segmentation frameworks based on loyalty status, product affinity, and purchase behavior to champion personalization at scale.
Experimentation: Establish a rigorous testing and optimization roadmap across all CRM channels and loyalty mechanics to continuously improve conversion and engagement.
CRM, Loyalty & Channel Operations
Operational Excellence: Oversee the integrated marketing calendar and deployment processes, ensuring high-speed execution, brand consistency, and accuracy across email, SMS, push, and in-app channels.
Governance & Compliance: Manage channel health, including frequency caps, deliverability, data hygiene, and global privacy compliance (GDPR, CCPA, TCPA).
Technology, Data & Platform Leadership
MarTech Roadmap: Lead the evaluation, implementation, and migration of CRM, Loyalty, and CDP platforms to enhance data capture and activation capabilities.
Data Integration: Collaborate with Engineering and Data teams to define requirements for seamless data flows, tagging, and real-time personalization triggers.
Measurement, Insights & Reporting
KPI Ownership: Define and track core metrics including LTV, retention rates, loyalty tier progression, and revenue per member to measure program health.
Actionable Insights: Translate complex performance data into strategic recommendations that inform broader marketing, product, and brand decisions.
Team Leadership & Influence
Team Development: Lead and mentor a high-performing team, fostering a culture of accountability, operational excellence, and a "test-and-learn" mindset.
Strategic Influence: Act as the internal subject matter expert for CRM and loyalty, collaborating with executive leadership to align customer-centric initiatives with business goals.

Benefits

Annual Bonus Program
Healthcare: 100% premiums covered for medical, dental, and vision for employees (50% for dependents)
Basic Life and AD&D with option for additional voluntary coverage
Short and long term disability coverage
401k with up to 4% match
EAP and Spring Health that gives you and dependents access to free therapy and coaching
Free access for you and your family to our digital wellness platform - Wellness Coach
Generous PTO in addition to our Week of Zen - the time between Christmas and New Year’s to relax and recuperate
Fully Paid Parental Leave - 16 weeks for birthing and non-birthing parents
Family forming & fertility support and services through Maven
Annual Zenni Gift Card - to use towards our products!