Director, Loyalty & CRM

David's Bridal • King of Prussia, PA

1d • Remote

About The Position

The Director, Loyalty & CRM is a high-impact leadership role responsible for shaping how David’s and Pearl build deeper, more valuable customer relationships throughout the customer lifecycle. The position owns strategy across loyalty, CRM, email, SMS, segmentation, and personalization, using customer data, technology, and insights to create relevant experiences and drive measurable customer and business growth.

The Director will lead the evolution of the established CRM and lifecycle marketing foundation and shape future loyalty experiences, personalization capabilities, and the broader CRM ecosystem. The role leads the loyalty and email/SMS teams, influences the marketing technology roadmap, and partners across the organization to turn customer insight into action. Performance is measured through customer identification and opt-in growth, loyalty membership and engagement, qualified appointment generation and conversion, second and repeat purchases, cross-category purchasing, retention and reactivation, CRM-driven revenue, and incremental business impact.

Requirements

• At least 8 years of experience across CRM, lifecycle marketing, loyalty, retention, customer strategy, or related disciplines, including experience leading teams and complex cross-functional initiatives.
• Deep expertise in CRM strategy, segmentation, personalization, email/SMS, and lifecycle marketing.
• Demonstrated ability to use behavioral, transactional, and engagement data to develop sophisticated customer strategies and journeys.
• Experience developing or evolving loyalty programs and driving measurable improvements in customer engagement and value.
• Strong understanding of the marketing technology ecosystem, including ESPs, SMS platforms, CDPs, loyalty platforms, journey orchestration, and customer data activation.
• Strong analytical orientation and experience in experimentation, incrementality, retention, and customer lifetime value, including translating customer data into strategic recommendations.
• Proven ability to lead and develop teams, influence cross-functional partners, and manage technology vendors, agencies, and strategic partners.
• Strong executive communication and presentation skills, including the ability to translate complex customer, data, and technology concepts into persuasive business recommendations.

Nice To Haves

• Experience evaluating, selecting, implementing, migrating, or evolving major marketing technology platforms.
• Retail, ecommerce, fashion, consumer services, or other high-volume B2C experience.

Responsibilities

• Own CRM, lifecycle, segmentation, and personalization strategy across David’s and Pearl, translating customer data, behaviors, and signals into audiences, journeys, communications, and experiences.
• Optimize and expand triggered and lifecycle journeys across acquisition and opt-in, appointments, purchases, event milestones, second purchases, cross-category engagement, Pearl experiences, retention, and reactivation.
• Develop and evolve a scalable segmentation framework using lifecycle stage, customer behavior, purchase history, loyalty status, engagement, event timing, category affinity, and other relevant signals.
• Advance personalization through dynamic, predictive, and next-best-action approaches across email, SMS, loyalty, and other addressable experiences.
• Identify customer behaviors and opportunities that can increase repeat purchase, cross-category penetration, retention, and lifetime value while optimizing the communication mix.
• Partner with Analytics, Digital, and Technology to identify data gaps and define the data, models, integrations, and capabilities needed to advance customer decisioning and personalization.
• Own the strategy and evolution of David’s loyalty program and Pearl loyalty experiences, including positioning, structure, tiers, benefits, rewards, experiences, and member value proposition.
• Set strategic priorities for membership growth, engagement, redemption, second purchase, cross-category behavior, retention, and lifetime value; guide the Loyalty Manager’s execution across campaigns, offers, partnerships, promotions, and member experiences.
• Define how Pearl experiences, benefits, partners, and customer signals integrate into the David’s customer journey.
• Partner with Finance and Analytics to evaluate loyalty program economics and incremental impact, including revenue, reward cost, redemption, breakage, and ROI.
• Lead email and SMS strategy and performance, establishing channel roles, contact strategy, audience priorities, and lifecycle orchestration; day-to-day execution is led by the CRM team.
• Evolve and optimize triggered, automated, and campaign-based email and SMS programs, expanding personalization and journey sophistication while maintaining deliverability, compliance, channel health, and customer experience.
• Define business requirements and the technology roadmap for CRM, loyalty, and personalization, assessing current and future ESP, SMS, CDP, loyalty, and related capabilities.
• Lead the marketing strategy and business workstream for platform optimization, vendor selection, implementation, migration, and capability evolution, translating customer strategy into requirements, use cases, data needs, and priorities.
• Own strategic relationships, performance, and accountability across CRM and loyalty technology and service partners; evaluate emerging capabilities, including AI and machine learning.
• Own CRM and loyalty performance against customer and business outcomes, including identification and opt-in growth, loyalty engagement, appointment generation and conversion, repeat purchase, cross-category penetration, retention, lifetime value, CRM-driven revenue, and incremental impact.
• Partner with Analytics to develop testing and measurement approaches that distinguish customer self-selection and correlation from true incremental impact.
• Establish a testing roadmap and translate performance and customer insights into recommendations on priorities, investment, and tradeoffs.
• Develop dashboards and business reviews and communicate customer and program performance to senior leadership.
• Lead and develop the Manager, Email/SMS and Manager, Loyalty, providing strategic direction to the broader CRM team and establishing priorities, accountability, and ownership.
• Build team capabilities in lifecycle marketing, testing, analytics, personalization, and customer strategy.
• Serve as the organization’s subject-matter leader for CRM, loyalty, lifecycle marketing, segmentation, and personalization.
• Partner with Digital, Ecommerce, Technology, Analytics, Merchandising, Creative, Stores, Finance, and Customer Service to deliver connected customer experiences and inform business planning.
• Influence senior stakeholders and translate customer, data, and technology opportunities into business strategies, priorities, and investment cases.

Benefits

• Comprehensive benefits package
• Competitive pay
• Dream Maker discount after the first pay period
• Referral incentive program
• Dayforce Wallet, with early pay access
• Health, dental, and vision insurance
• 401(k) program
• Paid vacation, wellness days, and holidays, including the employee’s birthday off
• Pet benefits

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed