CSC Generation - Director, Lifecycle Marketing & CRM

• Email & SMS — BAU / CEP Program Leadership • 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. • Automation & Technology • 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. • Customer Intelligence & CDP • 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. • Loyalty Program • 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. • Omni-Channel & Cross-Functional Leadership • 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. • Team & Vendor Leadership • 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.