[Remote] Director, Lifecycle Marketing & CRM

Note: The job is a remote job and is open to candidates in USA. Sur La Table is seeking a strategic CRM leader to oversee the full lifecycle of customer relationships across various channels including email and SMS. The Director, Lifecycle Marketing & CRM will be responsible for driving revenue growth through lifecycle campaigns, optimizing automation architecture, and evolving the customer loyalty program.

Responsibilities

• Own the full email and SMS calendar across all business units — cadence, segmentation, deliverability, and send discipline — balancing competing demands from multiple channels and stakeholders
• Partner with Brand and Creative to build a library of modular, brand-forward templates that flex across campaign types, business lines, and audience contexts
• Lead personalization strategy: dynamic content, audience-specific versioning, and AI-powered content recommendations as standard operating practice
• Own core KPIs — revenue per send, repeat purchase rate, LTV by segment, list growth, reactivation rate — and report them to leadership with a clear performance narrative
• Build, scale, and optimize the full automation architecture — post-purchase, lifecycle, Culinary booking, loyalty, and reactivation programs — with a mandate to drive significant revenue growth through automated campaigns
• Evaluate and implement best-of-breed CRM technologies. Own the vendor roadmap, build the business case for change, and execute transitions with discipline. AI capability and API/integration depth are primary evaluation criteria
• Champion AI-first ways of working: leverage platform integrations and MCP connections to automate insight generation, and partner with internal technology teams to build custom tooling that gives the CRM function a capability edge
• Own the CDP and predictive intelligence platforms as strategic assets — driving cross-channel segmentation, LTV modeling, and touchpoint orchestration across all business units
• Build the customer health reporting cadence — list trajectory, engagement quality, repeat purchase rate, cross-business-unit buyer rate, LTV cohorts, new customer acquisition, and reactivation performance — and make it visible and actionable for leadership
• Own and evolve the Sur La Table Perks program — structure, benefits, offer architecture, and program economics — with a roadmap that transitions loyalty into a genuine relationship platform
• Use customer intelligence to understand what drives frequency, AOV, and cross-business-unit engagement among your best customers. Report customer growth as a recurring leadership metric with a clear narrative around trajectory
• Serve as the CRM voice in cross-functional planning across all business units — GTM strategy, promotional calendar, Culinary programming, and campaign briefing — as an upstream contributor, not a downstream executor
• Understand how each business unit operates commercially — Hardgoods sell-through dynamics, Culinary class fill rates, in-store traffic and loyalty economics — and build CRM strategy that reflects that reality
• Partner with Performance Marketing, Brand, and Merchandising to ensure CRM is a planned, proactive contributor to major campaigns and commercial priorities
• Lead and develop a focused CRM team. Establish a proactive development cadence — growth goals, stretch opportunities, and honest conversations about trajectory
• Own vendor relationships across the CRM stack. Hold partners to clear performance standards and a continuous improvement expectation
• Own the full financial picture for CRM — budget management, sales forecasting, and P&L accountability across Email, SMS, Loyalty, and lifecycle automation. Set revenue targets by channel, track performance against forecast, and report financial outcomes to leadership

Skills

• 8+ years of progressive CRM and lifecycle marketing experience with demonstrated ownership of a full program spanning multiple channels, campaigns, and business units
• Proven omni-channel acumen: you understand how customers move between eCommerce, physical retail, and service/experiential business lines, and you build strategy that reflects that journey
• Experience supporting multiple business units simultaneously — balancing competing priorities, managing a complex send calendar, and maintaining program discipline across stakeholders with different commercial goals
• Deep platform expertise across a modern CRM stack: CEP/ESP (Braze or equivalent), CDP, predictive intelligence tools, SMS, and loyalty infrastructure. Hands-on familiarity with AI integrations and API-driven workflows
• Strong creative sensibility — you partner with design teams to produce brand-rich, high-performing email and SMS creative across multiple campaign types and audience contexts
• Strong analytical instincts — you translate LTV, retention, and engagement data into business cases that resonate with commercial and finance stakeholders
• Cross-functional credibility — you show up with a point of view, advocate for the customer relationship when the business pushes for volume, and hold your ground on channel discipline
• Retail or omni-channel background required
• Multi-business-unit or multi-category experience
• Culinary, food, or lifestyle brand experience

Benefits

• Paid time off policies
• 401(k) match
• Medical/dental/vision and a variety of supplemental policies
• Employee discounts across our portfolio of brands
• RRSP match
• Medical, dental, and vision coverage
• A variety of supplemental benefit options
• Employee discounts across our portfolio of brands

Company Overview