Alexander Wang Director, Digital Marketing & CRM

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.

This role is hybrid, 4 days in‑office (Monday - Thursday).

Responsibilities
Digital Marketing & Growth

Define and execute an integrated digital marketing strategy across paid media, SEO/SEM, AEO, 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, preferably within a luxury or premium brand environment.

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 Shopify, 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.

Experience with AEO (Answer Engine Optimization) and an understanding of how AI‑driven search surfaces, including ChatGPT, Perplexity, and Google’s AI Overviews, are reshaping organic discovery and brand visibility.

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.

#J-18808-Ljbffr