Director - CRM & Loyalty

Knitwell Group • Hingham, MA

1d • $140,000 - $150,000 • Hybrid

About The Position

The Director, CRM & Loyalty is responsible for leading the strategy and performance of Talbots’ Loyalty and Credit Card programs to drive customer acquisition, engagement, retention, and lifetime value. This role oversees the loyalty ecosystem, including program design, member engagement, credit card growth, vendor partnerships, promotional strategy, financial performance, and customer experience. Loyalty is a core CRM driver of customer value, not a standalone rewards program. The Director will use customer insights and analytics to shape the member value proposition, manage program economics, and create differentiated experiences across the customer file. This role partners closely across Marketing, Merchandining, Finance, Customer Analytics, and Operations to ensure loyalty and credit initiatives support broader business goals and profitable revenue growth.

Requirements

• Bachelor's degree required
• 8+ years of experience in Loyalty, CRM, Credit Card Marketing, Customer Retention, or related marketing disciplines.
• Experience managing retail loyalty programs and/or co-branded or private-label credit card programs.
• Strong understanding of customer lifecycle marketing, customer segmentation, retention strategies, and engagement programs.
• Demonstrated ability to leverage customer data and analytics to drive business decisions and measurable outcomes.
• Proven experience managing strategic vendor and financial partnerships.
• Strong financial acumen with experience developing business cases, managing budgets, and evaluating program profitability.
• Excellent communication and presentation skills with the ability to influence executive and cross-functional stakeholders.

Responsibilities

• Develop and execute the strategic roadmap for Talbots Rewards and Credit Card programs to drive sales, retention, and customer lifetime value.
• Own program performance across member growth, engagement, card acquisition, spend, retention, and profitability metrics.
• Manage the member value model, including tier structure, rewards mechanics, benefit economics, funding, and margin impact.
• Lead loyalty and credit marketing strategies, including promotional planning, benefit enhancements, customer communications, and member engagement.
• Manage relationships with credit card and loyalty partners, including contract performance, vendor optimization, compliance requirements, and financial negotiations.
• Partner with CRM and Customer Analytics to develop segmentation, personalization, acquisition, and retention strategies.
• Identify opportunities to increase loyalty participation and credit card adoption across stores, e-commerce, and customer service.
• Build business cases for program enhancements, new benefits, strategic investments, and member experiences.
• Collaborate with Merchandising, Planning, Finance, and Marketing to align loyalty and credit initiatives with customer and business goals.
• Monitor competitive trends and emerging customer engagement strategies to maintain a differentiated value proposition.
• Establish reporting frameworks to evaluate program effectiveness and share performance insights with senior leadership.
• Lead and develop team members while fostering a culture of accountability, innovation, and continuous improvement.

Benefits

• Merchandise discount at select KnitWell Group brands
• Support for individual development plus opportunities for career mobility within our family of brands.
• A culture of giving back – local volunteer opportunities, annual donation and volunteer match to eligible nonprofit organizations, and philanthropic activities to support our communities.
• Medical, dental, vision insurance
• 401(K)
• Employee Assistance Program (EAP)
• Paid time off & holidays

What This Job Offers

• Job Type: Full-time
• Career Level: Director