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Zenni Optical · 16 hours ago

Director, CRM & Loyalty Programs

United States

Full-time

Remote

Director/Executive

$152K/yr - $191K/yr

10+ years exp

Zenni Optical is a company dedicated to making prescription eyewear affordable and accessible. They are seeking a Director, CRM & Loyalty to lead their global customer lifecycle and loyalty strategy, focusing on driving customer activation, retention, and lifetime value while managing CRM modernization and team leadership.

E-CommerceFashionHealth CareRetail

Responsibilities

End-to-End Strategy: Own the holistic lifecycle and loyalty roadmap, defining customer journeys from acquisition and onboarding to retention, win-back, and long-term advocacy

Loyalty Management: Lead the evolution of the loyalty program structure and value exchange, leveraging tiers and benefits to drive increased purchase frequency, AOV, and lifetime value (LTV)

Cross-Functional Growth: Partner with Brand, Performance, and Product teams to embed CRM and loyalty mechanics into the broader growth strategy to improve repeat rates

Scalable Journeys: Build and scale automated, behavioral, and predictive lifecycle journeys that deliver the right message at the optimal time across the customer lifecycle

Advanced Segmentation: Develop sophisticated segmentation frameworks based on loyalty status, product affinity, and purchase behavior to champion personalization at scale

Experimentation: Establish a rigorous testing and optimization roadmap across all CRM channels and loyalty mechanics to continuously improve conversion and engagement

Operational Excellence: Oversee the integrated marketing calendar and deployment processes, ensuring high-speed execution, brand consistency, and accuracy across email, SMS, push, and in-app channels

Governance & Compliance: Manage channel health, including frequency caps, deliverability, data hygiene, and global privacy compliance (GDPR, CCPA, TCPA)

MarTech Roadmap: Lead the evaluation, implementation, and migration of CRM, Loyalty, and CDP platforms to enhance data capture and activation capabilities

Data Integration: Collaborate with Engineering and Data teams to define requirements for seamless data flows, tagging, and real-time personalization triggers

KPI Ownership: Define and track core metrics including LTV, retention rates, loyalty tier progression, and revenue per member to measure program health

Actionable Insights: Translate complex performance data into strategic recommendations that inform broader marketing, product, and brand decisions

Team Development: Lead and mentor a high-performing team, fostering a culture of accountability, operational excellence, and a "test-and-learn" mindset

Strategic Influence: Act as the internal subject matter expert for CRM and loyalty, collaborating with executive leadership to align customer-centric initiatives with business goals

Qualification

CRM strategyLoyalty program managementLifecycle marketingData privacy complianceEmail marketingSMS marketingMarketing automationData analysisStrategic influenceTeam leadership