Director of International CRM

Alo Yoga•Beverly Hills, CA

12h

About The Position

The Director of International CRM will lead Alo’s global customer engagement and retention programs, overseeing email, SMS, and push channels. This leader will be responsible for designing and executing strategies that deepen customer relationships, drive retention, and maximize lifetime value across our global customer base. While the majority of digital revenue comes from the U.S. today, international markets are a critical growth priority (Canada, UK, Europe, Australia, Korea, China, and Japan). The Director will play a pivotal role in ensuring our CRM programs both scale globally and localize effectively for international markets. This role requires a strategic and data-driven leader who can balance near-term performance with long-term brand-building. The individual must be highly collaborative, able to influence across teams, and comfortable working in a high-growth, fast-paced environment.

Requirements

8-10+ years in CRM, lifecycle, or retention marketing; 5+ years in senior leadership.
Experience leading CRM at scale for a global retail, lifestyle, or consumer brand.
Deep expertise in email, SMS, and push, including automation and personalization.
Demonstrated success in driving international CRM strategies.
Strong analytical background; fluency in marketing technology and data platforms.
Exceptional leadership and communication skills; ability to influence at all levels of the organization.
Strong understanding of mobile-first consumer retail behavior and messaging platforms, including WhatsApp, WeChat, KakaoTalk, and LINE.

Responsibilities

Define Alo’s international CRM strategy, balancing U.S. maturity with international growth needs.
Drive the evolution from a merchandise-calendar-driven approach to a customer-centric, lifecycle-driven strategy.
Establish a long-term international CRM roadmap aligned with Alo’s brand vision and revenue goals.
Oversee all International CRM campaigns across email, push, and SMS, ensuring world-class creative, segmentation, and execution.
Lead lifecycle programs (welcome, retention, loyalty, reactivation, winback) across all regions.
Build frameworks for testing, optimization, and personalization to continuously improve engagement and retention.
Partner with in-market stakeholders to localize messaging strategies that reflect regional consumer behaviors and cultural nuances.
Establish CRM as a driver of growth in new markets, ensuring scalability of tools, processes, and reporting.
Partner with Consumer Insights and Data Science to define segmentation strategies, develop predictive models, and measure impact on LTV.
Create consistent reporting frameworks for international CRM performance, including KPIs by region.
Use insights to inform broader growth, merchandising, and product strategies.
Define clear roles, responsibilities, and KPIs for the people on your team to ensure accountability and impact.
Champion cross-functional alignment, ensuring CRM is fully integrated with Paid Media, Loyalty, Integrated Marketing, Retail, and Creative.
Stay ahead of industry trends in lifecycle marketing, bringing innovation to Alo’s global strategy.
Partner with Engineering/Product teams on CRM integrations and automation.