Director of CRM & Loyalty -Crecera

Crecera Brands•Bloomington, MN

22h•$110,000 - $160,000•Hybrid

About The Position

The Director of CRM & Loyalty is responsible for maximizing customer lifetime value, retention, and repeat purchase behavior across The Golfer's World (TGW), Play Baseball, and Play Softball. The role owns customer communication strategy, lifecycle marketing programs, loyalty initiatives, direct mail programs, and the customer engagement roadmap across email, SMS, direct mail, and emerging retention channels. This hands-on leadership role develops personalized customer experiences to increase repeat purchase rate, shorten time to second order, improve customer retention, and grow long-term customer value. It uses customer data, segmentation, marketing automation, testing, and journey orchestration to deliver relevant communications throughout the customer lifecycle. The position requires deep expertise in Salesforce Marketing Cloud (SFMC), customer data architecture, audience segmentation, automation workflows, and SQL-driven audience management. As a member of the marketing leadership team, the Director partners closely with Ecommerce, Merchandising, Brand, Content & Creative, Performance Marketing, Analytics, and Technology teams. Success is measured by repeat purchase rate, time to second order, customer lifetime value, email and SMS revenue contribution, active subscriber growth, and loyalty program performance. The position is based in Bloomington, Minnesota, with a hybrid work arrangement, and reports to the General Manager, Sports Business Unit.

Requirements

Bachelor's degree in Marketing, Business, Communications, or a related field.
At least 8 years of experience in CRM, lifecycle marketing, retention marketing, customer engagement, or loyalty strategy.
At least 3 years of leadership experience managing teams and cross-functional initiatives.
Experience within a direct-to-consumer ecommerce organization.
Deep experience managing email, SMS, marketing automation, customer segmentation, and lifecycle marketing programs.
Demonstrated success improving retention, repeat purchase rate, customer lifetime value, and customer engagement.
Ability to operate strategically and tactically, including hands-on management of CRM platforms, audience segmentation, automation workflows, and campaign execution.
Strong analytical capabilities and experience using customer data to drive personalization and performance improvements.
Exceptional communication, collaboration, and customer-centric thinking skills.
Expert-level Salesforce Marketing Cloud experience, including Journey Builder, Automation Studio, Contact Builder, Email Studio, Mobile Studio, and Data Extensions.
Strong SQL skills to build, troubleshoot, and optimize audience segmentation, personalization, and reporting queries.
Experience managing customer data architecture, integrations, automation workflows, and CRM technology ecosystems.
Understanding of email deliverability, consent management, privacy regulations, and lifecycle marketing best practices.

Responsibilities

Own the CRM strategy and customer lifecycle roadmap across email, SMS, direct mail, and loyalty channels.
Develop customer engagement programs to increase retention, repeat purchase behavior, and customer lifetime value.
Build and optimize lifecycle journeys, including welcome, onboarding, browse abandonment, cart abandonment, replenishment, post-purchase, win-back, and reactivation programs.
Partner with Analytics and Ecommerce to identify retention opportunities and analyze customer behavior and engagement trends.
Own email and SMS communication strategy, campaign calendar, and execution across brands.
Develop segmentation and personalization strategies based on customer behavior, purchase history, product interests, lifecycle stage, and engagement data.
Ensure communications are timely, relevant, and aligned with promotional, merchandising, and customer engagement objectives.
Manage and evolve loyalty programs that strengthen customer engagement and encourage repeat purchases.
Partner with Brand, Content & Creative teams to develop messaging, offers, and creative assets.
Monitor campaign performance, subscriber engagement, deliverability, list health, and revenue contribution.
Lead customer segmentation using behavioral, transactional, demographic, and engagement data.
Develop personalization frameworks across email, SMS, direct mail, loyalty communications, and onsite experiences.
Design and execute testing roadmaps to improve engagement, conversion, retention, and customer lifetime value.
Partner with Performance Marketing to align audience strategies, suppression logic, and customer targeting methodologies.
Coordinate direct mail strategies targeting active, high-value, and lapsed customer segments.
Serve as business owner and subject matter expert for Salesforce Marketing Cloud (SFMC).
Manage and optimize Journey Builder, Automation Studio, Contact Builder, Mobile Studio, Email Studio, and Data Extensions.
Own CRM data architecture, audience segmentation logic, and automation frameworks.
Use SQL to build, troubleshoot, and optimize segmentation, targeting, personalization, and reporting processes.
Partner with Technology, Analytics, and Ecommerce to improve CRM integrations, customer data flows, and automation capabilities.
Ensure data quality, deliverability, privacy compliance, and marketing technology best practices.
Establish reporting frameworks and dashboards for retention, customer lifetime value, repeat purchase behavior, and engagement metrics.
Monitor cohort performance, lifecycle progression, engagement trends, and key retention KPIs; identify growth opportunities.
Analyze campaign performance and recommend improvements to personalization, retention, and revenue contribution.
Partner with Analytics and Finance to quantify the business impact of CRM and loyalty initiatives.
Present customer insights, performance updates, and strategic recommendations to leadership.
Lead, mentor, and develop CRM and customer engagement team members.
Establish priorities, workflows, and performance expectations across lifecycle marketing programs.
Manage agency, technology, and platform partners supporting CRM and loyalty initiatives.
Foster customer-centric thinking, accountability, experimentation, and continuous improvement.
Build scalable processes to support growth across brands and channels.