Position Title: Director, Digital Marketing & CRM
Reporting to Title: Chief Digital & Commercial Officer
Summary:
The Director, Digital Marketing & CRM will lead the strategy and execution of digital marketing and customer relationship management initiatives to drive acquisition, retention, and customer lifetime value. This role will define a luxury, client-centric ecosystem that seamlessly blends performance marketing with high‑touch clienteling and personalized experiences, owning the end‑to‑end customer lifecycle with a focus on VIP engagement and omnichannel excellence.
Responsibilities include but are not limited to:
Digital Marketing & Growth
- Define and execute an integrated digital marketing strategy across paid media, SEO/SEM, affiliates, and emerging platforms to drive efficient customer acquisition and long‑term brand growth.
- Own and optimize the digital marketing budget globally, maximizing ROI/ROAS through disciplined testing, performance tracking, and channel allocation.
- Lead performance marketing efforts, ensuring best‑in‑class campaign execution, optimization, and innovation.
- Partner closely with Digital and Integrated Marketing teams to align digital acquisition strategies with brand campaigns, ensuring cohesive storytelling, channel orchestration, and full‑funnel impact.
CRM, Clienteling & Lifecycle
- Develop and scale a luxury omnichannel CRM strategy that delivers personalized, high‑touch experiences across the full customer lifecycle—from acquisition through loyalty and reactivation.
- Design and implement tiered client strategies, including VIP and top‑client programs with exclusive access, benefits, and curated experiences.
- Partner with Retail teams to enable seamless omnichannel clienteling, connecting digital and in‑store interactions (e.g., associate outreach, appointments, personalized recommendations).
- Oversee CRM communications and storytelling to ensure all touchpoints are bespoke, brand‑right, and aligned with key campaigns and product launches.
Customer Data, Personalization & Technology
- Establish advanced customer segmentation and targeting frameworks to identify high‑value clients and unlock incremental lifetime value.
- Enhance data capture and enrichment across all touchpoints (e‑commerce, retail, events) to build a unified 360° customer view.
- Partner with Digital and Technology teams to strengthen customer data infrastructure, including CDP capabilities, identity resolution, and omnichannel integration.
- Own CRM platforms and marketing automation tools, ensuring excellence in execution, deliverability, and continuous optimization.
Performance, Insights & Partnerships
- Define and track KPIs across the full funnel, with a focus on retention, repeat purchase, VIP penetration, and customer lifetime value.
- Partner with the Integrated Marketing team to measure campaign effectiveness holistically, connecting brand performance to customer engagement, conversion, and lifetime value.
- Align acquisition and CRM strategies to ensure high‑quality customer growth and long‑term client development.
- Manage external agencies and technology partners, identifying opportunities to elevate personalization, CRM capabilities, and clienteling tools.
Leadership & Culture
- Champion a customer‑first, service‑driven mindset that reflects the expectations of a luxury consumer at every touchpoint.
- Lead, mentor, and develop a high‑performing digital marketing and CRM team.
Position Requirements
- Bachelor's degree or equivalent experience required.
- 7‑10+ years of progressive experience in digital marketing and CRM, with at least 2‑3 years in a leadership role.
- Strong background in e‑commerce and performance marketing within fashion, retail, or consumer brands preferred.
- Proven track record of managing and optimizing significant digital marketing budgets.
- Deep analytical mindset with expertise in marketing analytics, attribution, and performance measurement.
- Strong understanding of website architecture, e‑commerce flows, SEO best practices, tagging frameworks, and conversion optimization.
- Experience managing external agencies, vendors, and cross‑functional stakeholders.
- Demonstrated hands‑on project management and organizational skills, with the ability to manage multiple initiatives in a fast‑paced environment.
- Team player who enjoys collaborating cross‑functionally (Digital, Tech, Retail, Creative, Integrated Marketing, Social).
- Advanced proficiency in Google Analytics (GA4 preferred).
Preferred Qualifications
- Working knowledge of HTML/CSS, particularly within email marketing environments.
- Experience with Google Tag Manager implementation and tagging strategy.
- Familiarity with platforms such as Salesforce Commerce Cloud (SFCC), Jira, Confluence, and Looker.
- CRM and customer lifecycle marketing experience.
- Experience with affiliate marketing platforms, email service providers, and Google Search Console.
- Strong understanding of customer‑centric tools and personalization technologies.
We are an Equal Opportunity Employer M/D/F/V
In compliance with the New York City salary transparency requirements, the potential salary for this position is from $150,000 to $160,000, which represents a range commensurate with experience, knowledge, and skills required.
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