Head of CRM

Company Overview

We are seeking a strategic and hands-on Head of CRM to drive customer retention, lifetime value, and revenue growth through sophisticated email, SMS, and product marketing strategies to drive customer engagement and loyalty..

Position Summary
This role requires a seasoned marketing professional who can both develop high-level retention strategies and execute tactical campaigns. You'll be responsible for the entire customer lifecycle marketing program, from acquisition, nurturing, to loyalty and retention. The ideal candidate thrives in a fast-paced D2C environment and has a proven track record of driving measurable revenue growth through email marketing and CRM initiatives.

Key Responsibilities

Strategy & Planning

• Develop and execute comprehensive email, SMS, and product marketing and CRM strategies aligned with business objectives and revenue targets
• Create customer lifecycle marketing programs that maximize customer lifetime value (CLV) and reduce churn
• Build and maintain customer segmentation strategies based on behavior, purchase history, and engagement patterns
• Collaborate with cross-functional teams (product, merchandising, customer service, retail) to advance the customer journey and drive improved customer loyalty
• Analyze customer segmentation data to identify opportunities for personalization and campaign optimization

Campaign Execution & Management

• Design, build, and deploy CRM campaigns across the customer lifecycle (welcome series, post-purchase, win-back, VIP programs)
• Manage daily email operations, including campaign scheduling, testing, and performance monitoring
• Create and optimize automated email flows and triggered campaigns
• Develop compelling email content in collaboration with creative teams
• Implement A/B testing strategies to continuously improve campaign performance
• Drive adoption and engagement with strategically important Sunday experiences, including the Sunday app and other AI-enabled tools

Technology & Analytics

• Manage and optimize marketing automation tools (Klaviyo, Iterable, Segment, etc.)
• Integrate CRM systems with other marketing technology stack components
• Monitor and analyze key performance metrics (open rates, click rates, conversion rates, revenue per email)
• Create regular reporting on campaign performance and ROI
• Ensure email deliverability best practices and compliance with regulations (CAN-SPAM, GDPR)

Team Leadership & Development

• Lead and mentor junior marketing team members
• Collaborate with external agencies and contractors as needed
• Stay current with industry trends and best practices in email marketing and CRM

Required Qualifications

Experience

• 5-7+ years of email marketing and CRM experience, with at least 3 years in a senior or managerial role
• Experience setting up CRM platforms (analytics push notifications, in-app messaging) on mobile apps
• Proven experience at direct-to-consumer brands that have scaled annual revenue beyond $75M
• Track record of driving significant revenue growth through email marketing programs
• Experience managing customer lifecycle marketing programs and retention strategies
• Experience with product marketing, especially with driving adoption and engagement with an app
• Interest and experience in driving AI-enabled customer relationships

Technical Skills

• Expert-level proficiency in email marketing platforms (Klaviyo strongly preferred)
• Strong analytical skills with experience in Analytics (Heap, Amplitude, etc.), customer data platforms (Segment), and reporting tools (Looker, Omni, etc.)
• HTML/CSS knowledge for email template customization
• Experience with customer segmentation and personalization strategies
• Familiarity with SMS marketing and multi-channel campaign coordination

Strategic & Leadership Skills

• Ability to develop and execute both strategic initiatives and tactical campaigns
• Strong project management and organizational skills
• Experience leading cross-functional initiatives and managing stakeholder relationships
• Data-driven decision making with strong analytical and problem-solving abilities

Communication & Collaboration

• Excellent written and verbal communication skills
• Ability to present campaign results and strategic recommendations to senior leadership
• Strong collaboration skills with creative, product, and customer service teams
• Experience working in fast-paced, high-growth environments

Preferred Qualifications

• Experience with subscription or repeat purchase business models
• Experience with product marketing and driving engagement with digital customer experiences 
• Background in customer acquisition and paid marketing channels
• Knowledge of customer service platforms and post-purchase experience optimization
• Experience with loyalty and referral program management
• Previous experience in consumer goods, fashion, beauty, or lifestyle brands

As a company rooted in nature, we deeply understand the benefits of diversity. We work to build a culture that attracts a diverse mix of talented people to help us bring lawn care out of the dark ages. We are committed to building a diverse, vibrant team that brings determination and passion to our work everyday.