Sr Director, CRM & Growth Marketing

Dave & Buster's•Coppell, TX

1d•$143,100 - $200,000

About The Position

Every week, hundreds of thousands of guests walk into a Dave & Buster's or a Main Event. Some we know, and most we do not. This role owns the relationship with the ones we know and the work of turning the rest into guests we can recognize, reach, and grow. It is the engine that takes a first visit and turns it into a second, a tenth, and a lasting relationship worth real money to the business. We have a loyalty program with close to twelve million members and a first-party data asset that most brands would envy, and we are not yet getting full value from either. The prize is straightforward: more repeat visits, higher frequency, and same-store sales growth we can see and prove. This is one of the most important leadership roles on our marketing team, and it is where a lot of our future growth will come from. This role and our VP of Media are two halves of one growth story, and both report to the CMO. Media brings new guests in and wins the moment a guest is deciding where to go. You take it from there. You own how we recognize a guest, keep them coming back, and grow what they are worth over time. The two of you share one goal, and the CMO makes sure you are always rowing in the same direction. You also partner closely with brand and creative, because a lifecycle message only works when it carries a great idea, and with IT and data engineering, because the customer data foundation is something you will shape together. You are the person who makes our first-party data actually do something for the business.

Requirements

CRM, lifecycle, and loyalty leader first, with real depth in owned channels and retention.
Experience building and running modern lifecycle programs and loyalty at scale, with demonstrable business results.
Genuine fluency in customer data and martech.
Experience owning the platform layer, not just the campaigns that sit on top of it.
Comfortable making build, buy, and platform decisions alongside IT and finance.
Experience seeing first-party data and personalization as the growth engine, not a reporting afterthought.
Experience in a turnaround situation, viewing a fragmented stack and underperforming program as an opportunity.
Collaborative by default and decisive when it counts.
Ability to develop the people around you.
Genuine curiosity about the guest, the occasion, and what actually brings someone back.

Nice To Haves

If your background is campaign execution and you have never owned the data, identity, and activation foundation, this is not the right fit.

Responsibilities

Own the owned-channel engine: Email, SMS, push, and the website and location-page experience where a considering guest becomes a booked visit. Own how these channels perform and how they work together as one guest journey.
Own loyalty and retention: A program with close to twelve million members, reimagined to actually drive frequency, spend per visit, and winback of guests before we lose them. Own the loyalty strategy and the platform roadmap behind it.
Drive personalization as the growth unlock: Moving from one message for everyone to relevant, behavior-based communication that reflects what a guest actually does. This is where the largest revenue lift is sitting, and it is yours to capture.
Manage lifecycle and CRM: The full guest journey from first visit to loyal regular, including dynamic journeys, always-on winback, and the offers and triggers that create a reason to return.
Oversee the customer data and martech foundation: In partnership with IT, turning a fragmented stack across two brands into a connected, trustworthy, and activatable view of the guest. Help make the platform decisions that unblock everything else, and make our marketing investment measurable.
Lead insights and measurement: Trustworthy, standardized reporting that proves the business impact of retention and loyalty, and gives leadership a clean answer to how our owned marketing is driving visits.
Develop team and partners: Developing a capable team that is ready to level up, and shaping the agency relationships so they deliver real value for a lean, ambitious group.