Director, Lifecycle Marketing & CRM (copy)

CSC Generation

About The Position

Sur La Table is seeking a strategic CRM leader to manage the full customer relationship lifecycle across email, SMS, loyalty, and customer intelligence for Hardgoods, Culinary programming, and Retail. This role involves setting the direction for customer acquisition, retention, and growth across all business units, with direct access to the CMO and significant P&L accountability. The initial focus will be on building automation architecture for revenue growth, establishing customer health reporting, and evolving the Sur La Table Perks loyalty program into a relationship platform. This is a hands-on role within a lean team, requiring end-to-end responsibility and rapid decision-making.

Requirements

8+ years of progressive CRM and lifecycle marketing experience with demonstrated ownership of a full program spanning multiple channels, campaigns, and business units.
Proven omni-channel acumen, understanding customer journeys across eCommerce, physical retail, and service/experiential business lines.
Experience supporting multiple business units simultaneously, balancing competing priorities and managing a complex send calendar.
Deep platform expertise across a modern CRM stack: CEP/ESP (Braze or equivalent), CDP, predictive intelligence tools, SMS, and loyalty infrastructure.
Hands-on familiarity with AI integrations and API-driven workflows.
Strong creative sensibility and ability to partner with design teams for high-performing creative.
Strong analytical instincts, translating data into business cases for commercial and finance stakeholders.
Cross-functional credibility and ability to advocate for the customer relationship.
Retail or omni-channel background required.

Nice To Haves

Multi-business-unit or multi-category experience.
Culinary, food, or lifestyle brand experience.

Responsibilities

Own the full email and SMS calendar, including cadence, segmentation, deliverability, and send discipline, balancing demands from multiple channels and stakeholders.
Partner with Brand and Creative to develop modular, brand-forward templates for various campaign types, business lines, and audiences.
Lead personalization strategy, including dynamic content, audience-specific versioning, and AI-powered content recommendations.
Own and report on core KPIs such as revenue per send, repeat purchase rate, LTV by segment, list growth, and reactivation rate.
Build, scale, and optimize the automation architecture for post-purchase, lifecycle, Culinary booking, loyalty, and reactivation programs to drive revenue growth.
Evaluate and implement best-of-breed CRM technologies, owning the vendor roadmap, business case development, and transition execution, with a focus on AI capability and API/integration depth.
Champion AI-first ways of working, leveraging platform integrations and MCP connections for insight generation and partnering with internal teams for custom tooling.
Own the CDP and predictive intelligence platforms for cross-channel segmentation, LTV modeling, and touchpoint orchestration.
Build and maintain the customer health reporting cadence, making it visible and actionable for leadership.
Own and evolve the Sur La Table Perks loyalty program structure, benefits, offer architecture, and economics.
Utilize customer intelligence to understand drivers of frequency, AOV, and cross-business-unit engagement among top customers.
Serve as the CRM voice in cross-functional planning for GTM strategy, promotional calendar, Culinary programming, and campaign briefing.
Understand commercial operations of each business unit (Hardgoods, Culinary, Retail) to inform CRM strategy.
Partner with Performance Marketing, Brand, and Merchandising to ensure CRM is a proactive contributor to major campaigns and commercial priorities.
Lead and develop a focused CRM team, establishing a development cadence with growth goals and opportunities.
Own vendor relationships across the CRM stack, holding partners to performance standards and continuous improvement.
Manage the full financial picture for CRM, including budget, sales forecasting, and P&L accountability, setting and tracking revenue targets by channel.