Director, CRM

Headquarters:

Remote (USA)

http://residenthome.com

Remote opportunity available to candidates residing in the United States, authorized to work, and able to operate on Eastern Standard Time.

About the Role
Ashley Digital is looking for a curious, analytically driven marketing leader to own and evolve the Ashley Furniture CRM program. The Director, Ashley CRM will be responsible for growing consumer revenue across a broad and complex product catalog, developing lifecycle strategies across email, SMS and lead capture, while navigating the operational realities of both corporate‑owned and licensee store channels. The program includes over 1 billion email sends and 100 million SMS messages annually, requiring strategic leadership and operational precision.

Beyond marketing strategy, this role carries real technical and operational ownership. You will be responsible for the health and performance of our ESP platform (Zeta), solving platform‑level problems, driving technical execution, and partnering cross‑functionally to build and maintain complex, multi‑touchpoint journeys.

What You’ll Be Doing

Direct the CRM calendar, setting email and SMS scheduling and segmentation strategy in support of the company’s promotional calendar; provide strategic direction and day‑to‑day guidance to the senior manager responsible for calendar execution.

Oversee lifecycle journey strategy across email and SMS, ensuring journeys and campaign sends are complementary and collectively driving toward revenue and engagement goals.

Monitor email and SMS send volume against platform costs, proactively identify budget risks, and recommend program adjustments to stay within budget.

Own the CRM testing roadmap: analyze results using established methods, determine next steps, and prioritize the next best test to drive continuous program improvement.

Design and evaluate analyses to measure program performance against goals on a weekly, monthly, and quarterly basis.

Leverage segmentation, behavioral targeting, and personalization to maximize engagement across the customer lifecycle.

Manage day‑to‑day relationships with CRM vendors, including primary ESP (currently Zeta); evaluate platform performance, lead initial contract renewal discussions, and make recommendations on tooling needs or changes.

Lead cross‑functional relationships with brand, data and analytics, creative, product, growth, and customer success to ensure CRM outputs are strategically aligned.

Maintain current knowledge of CRM best practices, technology, and trends and apply insights to evolve the program.

Lead and develop a team of three — two senior managers and one specialist — investing genuinely in their growth, performance, and long‑term development.

Skills & Qualifications
Experience & Education

6+ years of email and SMS marketing experience in eCommerce/DTC and retail environments.

Proven track record managing and developing teams of 2 or more.

Bachelor’s degree preferred.

Technical Proficiency

Hands‑on experience with email development, including working knowledge of HTML for email.

Proficiency with analytics platforms such as Looker; ability to rapidly develop expertise in new tools.

Familiarity with Zeta or comparable ESP platforms (Zeta experience a plus).

Strong understanding of CAN‑SPAM regulations and email industry best practices.

Analytical & Strategic Thinking

Data‑driven mindset with the ability to synthesize large datasets, identify trends, surface anomalies, and translate findings into actionable test‑and‑learn recommendations.

Communication & Creative Skills

Exceptional written and verbal communication skills with a keen creative sensibility and meticulous attention to detail.

Work Style & Adaptability

Thrives in fast‑paced environments with the ability to ramp quickly, iterate, and manage multiple priorities with urgency.

Self‑motivated and comfortable working autonomously within a decentralized team structure.

Ability to travel to off‑site meetings as business needs require.

What We Offer

Remote‑first workplace (since 2016!)

Competitive salary

Health, Vision & Dental Insurance

HSA company contributions

401K with company match component

“Take what you need” PTO

Wellness benefits

WFH office and cell phone/internet stipend

A FREE MATTRESS plus an awesome Friends and Family discount!

Resident is committed to a policy of equal employment opportunity, and will not discriminate against an applicant or employee on the basis of race, color, religion, creed, national origin, ancestry, sex, gender, age, physical or mental disability, veteran or military status, genetic information, sexual orientation, gender identity, gender expression, marital status, or any other legally recognized protected basis under federal, state, or local law.

Resident is proud to be a remote‑first company and maintains policies to support our unique flexible work location culture. While we currently employ Residents in over 30 US states and 3 countries, if you are hired, you may be restricted to working from the state or country in which you currently reside, unless the state or country to which you plan to relocate is one in which we already operate and no other restrictions apply to the role. As with anything, we encourage an open dialogue about your current location and potential desired relocation during the interview process and upon hire, if applicable, and the extent any other restrictions apply to a particular role. We reserve the right to deny relocation requests post‑hire for any reason.

Resident Home participates in E‑Verify.

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