Director of Customer Relationship Management (CRM) and Loyalty

Job Description

The Director of CRM and Loyalty will play an integral role in shaping our marketing customer strategies at Balsam Brands, including data strategies, growth targets, communications, segmentation & personalization, and new programs/activation. You will be at the forefront of sharing our global goals to inspire acquisition, elevate customer engagement, and build long-term loyalty and connection.

This position includes team leadership, overseeing both the catalog/print and email teams, as well as cross-functional partnerships across the organization. This role offers the opportunity to make an impact through business results, as well as an advocate for how the customer can inform brand vision.

This full-time position reports to the VP of Marketing and is expected to work in a hybrid model, which currently includes Tuesday and Wednesday in-office. Additional travel may be necessary to connect with globally distributed team members and vendor partners.

What you’ll do:

• Create and drive KPIs for CRM channels (currently including email, catalog, direct mail), as part of a larger, holistic customer-centric marketing and business plan; establish metrics to measure the effectiveness of CRM and loyalty initiatives and adjusting strategies based on data insights
• Key business leader for ensuring customer data schema is consistent across the organization, built to be easily accessible and leveraged by the appropriate internal partners and external vendors
• Leverage data and insights to inform and measure channel-specific marketing strategies, plans and briefs, working closely with creative to develop content that engages customers, for catalog, direct mail, and email
• Recommend and execute on new CRM strategies that deliver on the business, including but not limited to SMS and loyalty; once launched, own and oversee SMS and loyalty programs
• Lead team across global geographies, providing strategic direction, mentorship/coaching, recommendations on best practices, and thought partnership on execution
• Lead cross-functional team in the development of in-depth CRM analysis, including customer profiling, segmentation, segmentation analysis, customer journeys, and other customer-data driven analytics; translate insights into recommendations and strategies that drive value for the brand and business, with a focus on catalog/direct mail and email
• Manage the CRM & loyalty budget, ensuring effective allocation of resources for maximum return on investment
• Lead multi-variable testing and learning for CRM-influenced channels, understanding balance of offer/promotion, messaging, channel, landing page, and customer behavior; share and scale learnings to drive value across enterprise
• Global business lead for key CRM and channel-specific vendor relationships, ensuring we are optimizing investments, ensuring CRM systems and platforms are effectively integrated and utilized for maximum efficiency and impact, and connecting the dots on the experience cross-vendor; work closely with Tech, Legal and Finance on the management of those relationships
• Work with Data Insights and other cross-functional partners to improve our suite of email and catalog/direct mail reporting
• Work with the Data & Customer Insights functions to gain insights about customer behavior, segmentation, and lifecycle; use this information to optimize CRM & loyalty initiatives
• Keep apprised of and advocate for new technologies, vendors, and processes when opportunity arises

What you bring to the table:

• Bachelor’s degree in Marketing, Business Administration, or a related field preferred; ample work experience in lieu of degree may be accepted
• Minimum of 8 years of experience in CRM, loyalty program management, or related field, with at least 3 years in a leadership role
• Excellent leadership and team management skills with proven experience in managing omni-channel CRM strategies in a global retail environment
• Experience driving the strategy of a customer data schema
• Strong analytical skills with experience in data-driven decision-making
• Proficiency in CRM software and analytical tools
• Exceptional communication and interpersonal skills
• Proven ability to build strong relationships with internal teams and external partners across geographic locations
• Familiarity with data privacy requirements in US and globally
• Innovative and strategic thinker with a customer-centric mindset
• Strong project management skills
• Adaptability in a fast-paced and changing environment

About Us: Balsam Brands is a global, eCommerce retailer with roots in holiday and home décor. We strive for excellence in everything we do and present a unique opportunity for those seeking to have a meaningful impact in a people-first company that values relationship building, authenticity, and doing the right thing. We have steadily growing teams in Boise, the Bay Area, Dublin, and the Philippines.

The company's mission is to create joy together. We empower our team and partners to love what they do, provide products and experiences that inspire meaningful moments with family and friends, and give back to our families and communities in impactful ways. When you join Balsam Brands, you'll find a culture of caring people doing challenging work and building a welcoming workplace.

• Check out our flagship brand, Balsam Hill: www.balsamhill.com
• Balsam Brands in Forbes: https://bit.ly/balsambrandsforbes 
• Balsam Brands on LinkedIn: http://www.linkedin.com/company/balsam-brands/
• Glassdoor: https://bit.ly/balsambrands-glassdoor

At Balsam Brands, we strive to offer a competitive compensation and benefits package. For permanent, full-time team members, our current package includes:

• Competitive compensation, including a cash-based incentive plan; salary is reviewed yearly and may be adjusted as part of the normal compensation review process
• Comprehensive Medical, Dental, and Vision coverage, with 100% of monthly premiums covered for team members, and 85%+ employer-paid premiums for other coverage tiers that include dependents
• Up to $2,000 annual funding toward HSA accounts
• Medical, transit, dependent care FSA
• Infertility coverage offered on all medical plans
• Generous parental leave program and flexible return options
• Company-paid life and AD&D insurance
• Company-paid short and long-term disability insurance
• 401(k) with dollar-for-dollar company match up to $4,000 per calendar year
• Employee Assistance Program (EAP) and other mental health and wellness perks
• Paid holidays, annual shutdown week, PTO, and volunteer time-off (VTO) packages
• Paid 5-week sabbatical leave after 10 years of employment
• Annual continuous learning benefit up to $1,000 per person, per fiscal year
• Up to $300 flexible reimbursement to support setup of new team member's work-from-home environment
• Generous team member merchandise discount
• Valuable extras: identity theft protection, subsidized parking, monthly wellness, pet insurance, accident & critical illness insurance

At Balsam Brands, we strive to build a diverse, equitable, and inclusive team to fulfill our purpose to create joy together. Balsam Brands is proud to be an equal opportunity employer. We encourage people from all backgrounds, ages, abilities, and experiences to apply. We do not discriminate on the basis of race, ethnicity, religion, national origin, citizenship, marital or family status, disability, sexual orientation, gender identity or expression, pregnancy or caregiver status, veteran status, or any other legally protected status. We will ensure that individuals with disabilities are provided reasonable accommodations to participate in the job application and interview process, to perform essential job functions, and to receive other benefits and privileges of employment.

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