Director of Retention Marketing & CRM

VICI•Walnut Creek, CA

5d•Hybrid

About The Position

VICI is a growing fashion brand with a strong online and social presence, offering an on-trend assortment of women's apparel, accessories, footwear, and handbags. As the Director of Retention Marketing & CRM, you will be responsible for building the customer journey by leading the development and execution of retention marketing strategies, managing the CRM channel, and overseeing a team responsible for VICI’s email, SMS, app & web push, and loyalty programs. This role owns the end-to-end customer journey to ensure a cohesive online and app experience, from onboarding new customers to repeat purchases, winback of lapsed customers, and loyalty program performance. The objective is to grow VICI's active customer file, increase subscriber conversion, and implement churn prevention tactics to boost purchase frequency and lifetime value across all retention channels.

Requirements

8+ years of direct-to-consumer marketing experience in lifecycle and retention marketing, including email, CRM, loyalty, and customer segmentation.
Proven experience owning loyalty program strategy and performance, including program setup, driving enrollment, utilization, and tier progression.
Demonstrated ownership of program performance — a track record of setting targets, reporting results transparently, and course-correcting based on data.
Experience monitoring email/SMS deliverability and ensure compliance with applicable regulations (e.g., CAN-SPAM, TCPA) across a high-volume sending program.
Hands-on ESP and SMS platform experience, including building automated/triggered programs within the technical capabilities of the platform.
Prior people management experience required.
BA/BS in business, marketing, analytics, or related field (or equivalent experience).

Nice To Haves

Experience managing a high-volume email/SMS program with complex, layered segmentation strongly preferred.

Responsibilities

Own list growth, subscriber conversion, retention strategy, and the active customer file end-to-end, including segmentation, across email, SMS, app & web push, and loyalty.
Build and manage an ongoing A/B and multivariate testing roadmap across the customer lifecycle, winback, and loyalty programs, and translate results into go-forward strategy.
Build winback strategies and targeted reactivation campaigns to reduce lapsed customer files and recover revenue.
Lead end-to-end email and SMS campaign strategy, segmentation, execution, testing, deployment, analysis, and optimization across a high-volume send program with complex, multi-dimensional segmentation.
Increase customers' purchase frequency and overall lifetime value through lifecycle campaigns, personalization, and journey optimization.
Own the loyalty program end-to-end: program structure, enrollment growth, utilization, tier progression, rewards and promotion calendar, and ongoing program optimization.
Utilize sales and campaign data daily to drive revenue performance, repeat purchase rate, retention/lapse rate, list growth, engagement rates, and loyalty KPIs, with regular, proactive reporting to leadership.
Collaborate with leads across eCommerce, Social, Paid Media to optimize the customer experience and deliver a cohesive brand narrative and promotion calendar that works seamlessly across onsite/in-app journeys.
Manage relationships with ESP, SMS, and loyalty technology platforms/vendors, staying current on platform capabilities and industry best practices.
Lead and develop a team of two, remaining hands-on while clearly assigning responsibility, setting objectives and measures, and monitoring process, progress, and results, with feedback loops built into the team's work.