The Director of CRM will develop, manage, execute and optimize marketing initiatives that will grow relationships with customers – from acquisition through to repurchase with the goal of maximizing lifetime value. The Director role requires a mix of strategic planning, critical thinking and the ability to execute and assess performance. This role will report to the VP of Retail/eCommerce with a dotted line to VP of Marketing/Communications.

He/she will develop scalable acquisition opportunities to increase our reach, optimize the customer on-boarding experience, and advance our on-going marketing efforts to convert prospects into buyers, and mid-value customers to high-value. Additional responsibilities, will be a focus on customer segmentation, developing behavioral triggers, analyzing and reporting on delivery, providing campaign analysis to build a highly responsive database, and maximize acquisition growth rates across all retail channels.

The Director of CRM will partner cross-functionally with the Directors of Marketing, eCommerce, Retail Stores and Technology to effectively lead this effort and build a highly reactive customer-centric organization.


As the owner of the Customer database & relationship management, the Director will be responsible for developing, implementing and advancing the company’s capabilities & programs in support of customer retention and customer lifetime value initiatives. CRM should bring together all customer data, in partnership with outside agencies using direct and digital match-back analysis, so there is a credible understanding of our customer, her path to purchase, and our ability to build loyalty and retention.

This will ensure proper segmentation and targeting of our customers, and successfully build strategies to gain more active customers and reactivate lapsed shoppers through efficient modeling. This role will work to identify cross-sell and up-sell opportunities turning mid-level shoppers into high-value shoppers, lead advanced database analytics to track customer behavior and lifecycle with the brand, while using learnings to develop contact strategies to maximize customer engagement and brand loyalty. 



  • Develop multi-channel strategies (email, mobile, web, POS) for customer lifecycle, onboarding, growth, and retention program
  • Partner with VP of Retail/eCommerce in our comprehensive catalog/direct mail strategy, which includes circulating 8 – 10 major books per year 
  • Participate in the monthly mail plan, prospecting strategy, budgeting and reporting
  • Manage strategy and optimization plan for active customer communications to drive sales through the following:
    • Email, mailers, display, social
    • Audience segmentation
    • Personalized content
  • Manage strategy and optimization plan for reactivating lapsed customers
  • Increase engagement and sales through acquisition and on-boarding of customers:
  • Leverage data insights to optimize welcome series and all triggered campaigns
  • Communicate acquisition, CRM activities and key takeaways internally to ensure coordination across channels
  • Work closely with advanced analytics and marketing technology (infrastructure and data management) to improve direct marketing performance across all channels including direct, digital and store-line
  • Analyze response and behavioral data, deliver systematic reporting on CRM activities, and lead efforts to maximize CRM performance across all relevant KPI’s
  • Develop consistent cadence of weekly, monthly and seasonal reporting and support ad-hoc reporting internally and externally with third-party partners
  • Understand and report on deliverability and make tactical and long-term decisions considering ISP, ESP and local market nuances in response behaviors
  • Conduct periodic quality control checks, ensuring that creative conforms to industry best practices for deliverability and customer engagement
  • Optimize future campaigns with data-driven insights on customer interactions across channels
  • Partner with marketing objectives to create a consistent brand experience across all channel
  • Coordinate with key stakeholders to get the program by in and alignonkey acquisition & revenue goals
  • Work cross-functionally with eCommerce, finance, and marketing to establish acquisition costs, goals and ROI of investments
  • Partner with external vendors in the build-out of various programs across both acquisition & marketing automation
  • Lead our internal Client Relation Advisers to strategically build and execute planning to enhance the customer experience
  • Optimize our internal online Stylist Team to cross-sell/up-sell existing customer spend and grow retention through high-touch personalization efforts


  • Bachelor’s Degree
  • Experience in premium to luxury women's apparel preferred
  • Minimum 5-7 years of CRM experience
  • Retail Catalog and Direct Mail experience required, with a preference for fashion apparel
  • Exceptional communication skills (ability to prepare presentations and articulately deliver to Senior Leaders)
  • Analytical thinker, capable of leading Communications Coordinator to meet daily requirements to cross-functional partner
  • Enjoy working on a team while possessing a strong independent work ethic
  • Meticulous attention to detail and accuracy
  • Must be able to work with technical data, as well as, creative concepts
  • Demonstrate ability to work cross-functionally with Creative, Merchandising, Marketing, eCommerce, Finance, Technology & Client Relations
  • Pioneer mindset and unafraid to step into a newly created position
  • Ability to prioritize in a fast-paced environment with a strong sense of urgency
  • Excellent computer skills (i.e. Microsoft Excel, PowerPoint)
  • Flexible with an entrepreneurial drive



Please submit all resumes to Lafayette 148 New York at