Director, CRM

1-800-FLOWERS.COM, INC.•Jericho, NY

About The Position

The Director, CRM Activation & Production leads the translation of CRM strategy into coordinated customer communications across Email, SMS, Push and Direct Mail. The role connects CRM strategy, brand marketing, creative, merchandising and CRM operations, ensuring promotional strategies progress smoothly from planning through production and deployment readiness. This leader owns the end-to-end activation and production process, turning campaign strategies into actionable briefs and production plans, coordinating cross-functional inputs, managing calendars and workflows, and ensuring programs are ready for accurate and timely execution by CRM Operations. The role establishes operating discipline to increase speed and quality while enabling CRM Strategy teams to focus more on strategy, performance and optimization. The position also oversees cross-channel planning, production governance, creative and content coordination, Direct Mail production, and operational improvement. It establishes activation and production KPIs, addresses bottlenecks, and improves predictability, capacity planning and speed-to-market. The role requires people leadership and collaboration across Marketing, Creative, Merchandising, Operations and Technology.

Requirements

Bachelor’s degree or equivalent experience.
6–10 years of experience in CRM, lifecycle marketing, marketing operations, integrated marketing or campaign production, with increasing leadership responsibility.
Proven experience leading high-volume, multi-channel CRM activation and production across Email, SMS, Push and/or Direct Mail.
Strong understanding of the end-to-end CRM campaign lifecycle, from strategy and briefing through creative development, audience readiness, production, QA and deployment.
Ability to translate marketing and commercial strategies into clear, executable production plans and requirements.
Experience managing complex cross-functional workflows, calendars, dependencies and approvals across Marketing, Creative, Merchandising, Operations and Technology teams.
Strong understanding of audience segmentation, targeting, personalization, dynamic content and contact strategy.
Experience with CRM and marketing automation platforms such as Braze, Salesforce Marketing Cloud or equivalent.
Ability to establish and improve production processes, governance, SLAs and operating models to increase speed, quality and efficiency.
Strong project and program management skills, including the ability to manage multiple brands, channels, campaigns and competing priorities simultaneously.
Experience using performance data and operational metrics to identify bottlenecks and improve production efficiency and speed-to-market.
Excellent communication and stakeholder-management skills, including the ability to influence and drive accountability across teams without direct authority.
Strong attention to detail and ability to understand broader commercial objectives and customer experience implications.
Experience managing teams and developing talent.
Operational leadership to create structure, accountability and clarity across complex, high-volume workflows.
Cross-functional influence to align teams around shared deliverables and timelines.
Execution excellence in driving work from strategy through deployment readiness with speed, accuracy and discipline.
Commercial acumen and understanding of how CRM activation supports revenue, margin and customer objectives.
Problem-solving ability to anticipate dependencies, identify risks and remove execution barriers.
Process-improvement capability to simplify workflows and identify opportunities for standardization and automation.
People leadership to build strong teams, establish clear expectations and develop talent.

Nice To Haves

Direct Mail audience strategy, production or measurement experience.
Retail, eCommerce, Direct-to-Consumer and/or multi-brand experience.

Responsibilities

Translate CRM strategies and promotional plans into executable cross-channel activation plans across Email, SMS, Push and Direct Mail.
Own the end-to-end production process from approved strategy through deployment readiness.
Develop campaign briefs and production requirements covering audiences, offers, messaging, creative, personalization, channels and timing.
Ensure all inputs and approvals are complete before programs move to CRM Operations for build, QA and deployment.
Coordinate changes, dependencies and issue resolution throughout the production lifecycle.
Translate promotional calendars into coordinated production plans and maintain consistency of offers, messaging, audiences and timing across channels.
Identify opportunities to coordinate communications and reduce unnecessary customer contact or channel conflicts.
Partner with CRM Strategy leads to operationalize targeting, cadence and contact strategies.
Maintain visibility into activation dependencies, milestones and launch readiness across brands and channels.
Establish and manage standardized intake, briefing, approval and handoff processes.
Own master production calendars, timelines and key milestones.
Establish roles, responsibilities and SLAs across Strategy, Creative, Merchandising, Operations and other partners.
Identify production risks and escalate issues that could affect timing, quality or revenue.
Simplify and improve activation workflows to increase speed-to-market and team capacity.
Partner with Brand, Creative and Merchandising teams to translate campaign strategy into channel-ready creative and content requirements.
Coordinate asset development, approvals and delivery across Email, SMS, Push and Direct Mail.
Ensure creative and content align with channel strategy, customer targeting and promotional objectives.
Drive asset reuse and modularity where appropriate to improve production efficiency.
Coordinate Direct Mail programs from approved circulation and targeting strategy through production and in-home execution.
Manage Direct Mail production timelines, creative requirements, print/vendor coordination and key milestones.
Partner with CRM Strategy on circulation plans and with internal and external partners on production execution.
Integrate Direct Mail into the broader CRM activation calendar.
Establish activation and production KPIs and monitor workflow performance.
Identify bottlenecks and opportunities to automate or eliminate manual work.
Improve production predictability, capacity planning and speed-to-market.
Partner with CRM Operations to improve handoffs, templates and execution processes.
Manage teams and develop talent.
Align Marketing, Creative, Merchandising, Operations and Technology stakeholders around shared deliverables and timelines.
Use performance data and operational metrics to identify risks, remove barriers and improve production efficiency.