Director of CRM

Eberjey•Coral Gables, FL

23d•$135,000 - $170,000

About The Position

As Eberjey’s Director of CRM & Loyalty, you will own our end‑to-end lifecycle strategy—onboarding, activation, repeat purchase, cross‑sell, win‑back, and advocacy—across email, SMS, onsite personalization, and our loyalty program. You’ll be the connective tissue between brand, product, retail, and data—building journeys that feel personal, respectful, and distinctly Eberjey, while driving measurable lifts in repeat purchase rate, LTV, and retention. You’ll partner with Acquisition to design post‑click funnels that maximize every paid lead and work closely with Data to ensure clean, mapped customer journeys from click to purchase. Similar leaders scope these outcomes by combining lifecycle strategy, loyalty design, marketing automation, data governance, and experimentation at scale.

Requirements

6–8 years of CRM, retention, lifecycle, or loyalty experience, with 2–4+ years in leadership roles.
Hands‑on operator mindset — you’ve built or rebuilt CRM systems before and can execute directly in ESP/SMS platforms.
Deep expertise in email, SMS, lifecycle automation, segmentation, and personalization for DTC brands.
Advanced familiarity with ESP/SMS platforms (e.g., Klaviyo, Attentive) and comfort evaluating new tools.
Strong analytical skill set — mastery of LTV, cohort analysis, attribution, and retention modeling.
Proven success improving LTV/CAC, retention, repeat purchase rate etc.
Comfort using AI tools for workflow speed, testing, creative iteration, and insights.
Ability to identify system gaps quickly and improve processes without step‑by‑step direction.
Operational excellence — able to manage complex roadmaps, cross‑functional projects, and execution standards.
Experience partnering closely with Paid Acquisition, Product, Data/Analytics, and Retail teams.
Excellent communicator — clear writing, strong storytelling, and the ability to influence stakeholders at all levels.
A bias toward action, test velocity, iteration, and impact over output.

Responsibilities

Own all lifecycle programs (welcome, onboarding, post‑purchase, cross‑sell/upsell, loyalty, churn risk, reactivation, win‑back).
Lead the evolution from a merch‑calendar mindset to a customer‑centric, lifecycle‑driven program.
Establish a multi‑year CRM/Loyalty roadmap aligned to brand storytelling, customer engagement, and business growth.
Run performance‑driven campaigns and high‑converting automations across Email/SMS; set creative, segmentation, and QA standards.
Build testing frameworks (A/B/MVT), personalization rules, and fatigue controls to continuously improve engagement, RPR, and LTV.
Own retention analytics & attribution—identify which flows, campaigns, and product types drive true repeat revenue.
Own the lifecycle tech stack (ESP, SMS, deliverability, Loyalty, Personalization, Journey orchestration, Analytics).
Leverage AI and automation to accelerate testing velocity, improve creative relevance, and surface revenue‑driving insights.
Champion cross‑functional alignment with Paid Media, Brand Marketing, Creative, Retail, Product, and Data/Engineering.
Own the full retention and lifecycle strategy across email, SMS, loyalty.
Audit the entire CRM ecosystem end‑to-end—flows, campaigns, data, tracking, segmentation, deliverability—and rebuild or optimize where needed.
Design and execute high‑performing campaigns and automations that drive repeat purchase rate, member retention, & LTV improvements.
Improve owned‑channel revenue mix by scaling lifecycle programs, reducing churn, and maximizing revenue from returning customers.
Architect post‑click funnels with Acquisition to turn paid leads into high‑LTV customers through strong nurture, segmentation, and landing‑page optimization.
Lead experimentation and testing frameworks (subject-line, offer, creative, segmentation, journey design, landing pages).
Build predictive, segmented lifecycle journeys for onboarding, post-purchase, cross-sell, churn‑risk, and win-back cohorts.
Improve and optimize onboarding funnels to drive personalization and higher CVR.
Own lifecycle technology (ESP/SMS/Loyalty) including performance, integrations, vendor selection, and best‑practice governance.
Use AI tools to accelerate workflow, enhance personalization logic, optimize creative, and surface revenue opportunities.
Collaborate cross‑functionally with Creative, Product, Brand, Retail, Acquisition, and Ops to build cohesive retention experiences.