Sr. Director, CRM & Martech

Equinox • NY

332d • $200,000 - $225,000

About The Position

The Senior Director, CRM and Martech will be the primary owner of direct communications with our Members and prospects. That includes overseeing our entire Martech stack, defining requirements for and driving data collection and segmentation of our 1st-party audiences, and developing personalized lifecycle journeys and triggered touchpoints. They will collaboratively work to ensure data fidelity and the ongoing monitoring and maintenance across all of our systems as well as assess the effectiveness of current marketing technology platforms, identifying areas of improvement, and leading the adoption of new tools. This role will also lead deployment of CRM initiatives to drive customer engagement, retention, and growth. The ideal candidate will bring deep expertise in both Martech and CRM, data systems, marketing automation, data-driven decision-making, and a strong understanding of emerging marketing technologies.

Requirements

• Bachelor’s degree in Marketing, Business, or a related field; MBA preferred.
• 12+ years of experience in Martech and CRM, with at least 5 years in a leadership role.
• Proven experience with a centralized data warehouse, data platforms/CDPs, CRM platforms (e.g., Salesforce, Braze) and marketing automation tools.
• Strong understanding of complex Martech ecosystems and advanced analytics tools (Adobe, mParticle).
• Expertise in customer segmentation, personalized marketing campaigns, and creating and optimizing consumer journeys.
• Excellent leadership and project management skills with the ability to manage cross-functional teams.
• Analytical mindset with experience leveraging data to inform strategy and decision-making.
• Familiarity with compliance regulations (e.g., GDPR, CCPA) related to customer data.

Responsibilities

• Manage marketing technology platforms and systems, including Martech tools, CRM, marketing automation, and analytics tools.
• Develop and execute a comprehensive CRM strategy to enhance customer acquisition, retention, product marketing, and lifetime value.
• Oversee the segmentation of audience across platforms, and deployment of personalized campaigns across all touchpoints to deliver highly targeted, data-driven marketing efforts.
• Regularly liaise with data teams to improve data infrastructure, maintain seamless integration across databases and Martech components, and define and refine requirements for multi-channel CRM initiatives.
• Analyze and report on marketing data (including CRM campaign performance and broader lead generation, conversion, and retention KPIs) and tie those to real business outcomes to provide insights and recommendations for continuous improvement.
• Partner with marketing, sales, and product teams to align strategies and ensure effective execution of campaigns.
• Partner with cross-functional teams to implement customer journey mapping and ensure a seamless end-to-end customer experience.
• Oversee the integration of Martech solutions with CRM, e-commerce, and analytics platforms.
• Build and manage a high-performing CRM and Martech team, providing leadership, mentorship, and development opportunities.
• Stay ahead of industry trends and innovations, recommending new tools and technologies to drive efficiency and effectiveness.
• Serve as a subject matter expert in CRM and Martech, providing insights and recommendations to senior leadership.
• Champion a data-first culture, ensuring the ethical and compliant use of customer data.

Benefits

• Competitive salary, benefits and industry leading commission opportunities for club employees.
• Complimentary Club membership.
• 30-50% discounts on all Equinox products and services including Personal Training, Private Pilates, Spa and Café’ services and Shop items.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Education Level: Bachelor's degree