[Hiring] Director, CRM - Mattress Brands @Ashley Digital

Role Description

Ashley Digital is looking for a curious, analytically driven marketing leader to own and evolve the CRM program across our portfolio of mattress brands — Nectar, DreamCloud, Awara, and Siena. The Director, Mattress CRM will be responsible for growing consumer revenue across four distinct brands, each with its own customer base, lifecycle strategy, and growth trajectory, while maintaining a cohesive approach to testing, personalization, and performance optimization.

This role reports to the Senior Director, CRM and is part of a broader CRM organization spanning six brands, with opportunities to collaborate on shared standards, tooling, and strategy across the portfolio.

What You'll Be Doing

• Own the CRM strategy across four mattress brands — Nectar, DreamCloud, Awara, and Siena.
• Direct the CRM calendar across brands, setting email and SMS scheduling and segmentation strategy.
• Oversee lifecycle journey strategy across email and SMS.
• Own the CRM testing roadmap: analyze results, determine next steps, and prioritize tests.
• Identify growth opportunities within the program.
• Monitor email and SMS send volume against platform costs across brands.
• Design and evaluate analyses to measure program performance against goals.
• Leverage segmentation, behavioral targeting, and personalization.
• Manage day-to-day relationships with CRM vendors, including Klaviyo and Attentive.
• Lead cross-functional relationships with brand, data and analytics, creative, product, growth, and customer success.
• Maintain current knowledge of CRM best practices, technology, and trends.
• Lead and develop a team of four — two senior managers, one manager, and one specialist.

Qualifications

• Minimum of 6 years of email and SMS marketing experience in eCommerce/DTC.
• Experience managing CRM programs across multiple brands or business units preferred.
• Must have experience managing a team of 2 or more.
• Bachelor's degree, preferred.
• Data-driven individual with the ability to analyze trends and make recommendations.
• Strong testing instinct — comfortable designing tests and analyzing results.
• Ability to develop a strong working knowledge of analytic tools such as Looker.
• A keen creative sensibility with exceptional written and verbal communication skills.
• Must have experience with email development and some understanding of HTML code for email.
• Must understand CAN-Spam laws and have expertise in email industry best practices.
• Ability to prioritize and operate with a sense of urgency.
• Experience with Klaviyo and/or Attentive is a plus.
• Experience in a fast-paced environment with the ability to quickly get up to speed.
• Ability to self-motivate and work independently.
• Ability to work within a decentralized team.

Benefits

• Remote-first workplace (since 2016!).
• Competitive Salary.
• Health, Vision & Dental Insurance.
• HSA company contributions.
• 401K with company match component.
• Take what you need Paid Time Off.
• Wellness benefits.
• WFH office and cell phone/internet stipend.
• A FREE MATTRESS plus an awesome Friends and Family discount!