Director, CRM - Mattress Brands

Ashley Digital

5d•$150,000 - $180,000•Remote

About The Position

Ashley Digital is looking for a curious, analytically driven marketing leader to own and evolve the CRM program across our portfolio of mattress brands — Nectar, DreamCloud, Awara, and Siena. The Director, Mattress CRM will be responsible for growing consumer revenue across four distinct brands, each with its own customer base, lifecycle strategy, and growth trajectory, while maintaining a cohesive approach to testing, personalization, and performance optimization. This is a role for someone who is energized by finding the next opportunity. The right candidate brings analytical rigor, a sharp testing instinct, and the drive to keep pushing on a program that's already strong. Beyond marketing strategy, this role carries real platform ownership across a dual-stack environment — Klaviyo for email and Attentive for SMS. You'll be responsible for platform health, technical execution, and building and maintaining complex, multi-touchpoint journeys across four brands. Strategic vision matters here, but so does the ability to get into the weeds. This role reports to the Senior Director, CRM and is part of a broader CRM organization spanning six brands, with opportunities to collaborate on shared standards, tooling, and strategy across the portfolio.

Requirements

Minimum of 6 years of email and SMS marketing experience in eCommerce/DTC
Experience managing a team of 2 or more
Data-driven individual with the ability to dig into large sets of data to interpret findings, analyze trends, recognize anomalies and make recommendations for testing
Strong testing instinct — comfortable designing tests, analyzing results, and determining next best steps within an established testing framework
Have the ability to develop a strong working knowledge of analytic tools such as Looker
A keen creative sensibility with exceptional written and verbal communication skills and meticulous attention to detail
Must have experience with email development and have some understanding of HTML code for email
Must understand CAN-Spam laws and have expertise in email industry best practices
Ability to prioritize and operate with a sense of urgency
Experience in a fast paced environment with the ability to quickly get up to speed, iterate and take on other projects
Ability to self-motivate and work independently
Ability to work within a decentralized team

Nice To Haves

Experience managing CRM programs across multiple brands or business units preferred
Bachelor's degree, preferred
Experience with Klaviyo and/or Attentive is a plus

Responsibilities

Own the CRM strategy across four mattress brands — Nectar, DreamCloud, Awara, and Siena — ensuring each brand's program reflects its unique customer base and growth opportunity while maintaining portfolio-level coherence
Direct the CRM calendar across brands, setting email and SMS scheduling and segmentation strategy in support of each brand's promotional calendar; provide strategic direction and day-to-day guidance to the senior managers responsible for calendar execution
Oversee lifecycle journey strategy across email and SMS, ensuring journeys and campaign sends are complementary and collectively driving toward revenue and engagement goals
Own the CRM testing roadmap: analyze results using established methods, determine next steps, and prioritize the next best test to drive continuous program improvement across the portfolio
Identify growth opportunities within the program — going beyond optimization to surface meaningful improvements in segmentation, personalization, and lifecycle strategy
Monitor email and SMS send volume against platform costs across brands, proactively identify budget risks, and recommend program adjustments to stay within budget
Design and evaluate analyses to measure program performance against goals on a weekly, monthly, and quarterly basis
Leverage segmentation, behavioral targeting, and personalization to maximize engagement across the customer lifecycle
Manage day-to-day relationships with CRM vendors, including Klaviyo (email) and Attentive (SMS); evaluate platform performance and make recommendations on tooling needs or changes
Lead cross-functional relationships with brand, data and analytics, creative, product, growth, and customer success to ensure CRM outputs are strategically aligned across all four brands
Maintain current knowledge of CRM best practices, technology, and trends and apply insights to evolve the program
Lead and develop a team of four — two senior managers, one manager, and one specialist — investing genuinely in their growth, performance, and long-term development