Head of CRM

Mixbook•Redwood City, CA

2d•Remote

About The Position

The Head of CRM owns Mixbook’s lifecycle marketing strategy and performance, with accountability for driving retention, engagement, and customer lifetime value (LTV). This role serves as the single-threaded owner for CRM as a growth engine, defining the lifecycle roadmap across email, SMS, push notifications, direct mail, loyalty, and referral programs. Reporting to the VP of Growth Marketing, the Head of CRM sets the vision, prioritization, and operating model for lifecycle marketing while leading a team responsible for execution. This is a player-coach role: while the primary focus is strategic leadership and team enablement, this role will occasionally roll up their sleeves to dive into reporting, analysis, and select execution when needed to accelerate impact or unblock progress.

Requirements

10+ years of experience in CRM and lifecycle marketing within a consumer, DTC, or eCommerce environment
Proven track record of driving measurable improvements in retention, engagement, and LTV
Experience leading lifecycle strategy across multiple channels (email, SMS, push, loyalty, direct mail)
Strong background in experimentation, measurement, and data-driven decision-making
Proven ability to translate analytical data into clear strategic insights that drive impactful lifecycle marketing programs
Experience managing and developing high-performing marketing teams
Deep familiarity with CRM platforms and marketing automation tools (Iterable preferred)
Ability to influence cross-functional partners and drive alignment across teams
Strong organizational skills with the ability to prioritize, simplify, and execute in a fast-paced environment

Responsibilities

Own lifecycle revenue, retention, repeat rate, and LTV performance across CRM channels
Define and maintain the lifecycle roadmap across acquisition, onboarding, engagement, retention, reactivation, and loyalty aligned with Mixbook’s brand vision
Act as the single accountable owner for CRM strategy, prioritization, and results
Set strategy and guardrails across email, SMS, push notifications, direct mail, loyalty, and referral programs to meet or exceed revenue goals
Ensure strong orchestration across channels, balancing short-term performance with long-term customer value
Establish promotion and messaging governance to drive sustainable lifecycle performance
Establish and execute frameworks for CRM testing and optimization to drive incrementality
Partner with Data and Analytics to define lifecycle health metrics and success criteria
Translate performance data and insights into clear priorities, roadmap adjustments, and investment decisions
Own CRM platform strategy, integrations, and vendor relationships (e.g., Iterable, Attentive, direct mail partners)
Partner with Product and Engineering on identity, data flows, and personalization capabilities
Ensure CRM tooling, data, and processes scale with the business
Lead, mentor, and develop CRM Manager(s) while setting clear operating standards and expectations
Act as a player-coach when needed, stepping in on reporting, analysis, or select execution during high-impact moments
Provide hands-on leadership for new initiatives to drive speed, clarity, and quality
Partner closely with Creative, Product, Data, Growth, and Customer Experience teams
Serve as the lifecycle voice in cross-functional planning and prioritization
Ensure CRM strategy is tightly aligned with broader company and growth initiatives