[Hiring] Director, Loyalty & CRM @David's Bridal

Role Description

The Director, Loyalty & CRM is a high-impact leadership role responsible for shaping how David’s and Pearl build deeper, more valuable customer relationships across the lifecycle. This leader owns strategy across loyalty, CRM, email, SMS, segmentation, and personalization—bringing together customer data, technology, and insights to create increasingly relevant experiences and drive measurable customer and business growth.

This is an opportunity to lead the next evolution of an established CRM and lifecycle marketing foundation while shaping the future of David’s and Pearl loyalty experiences, personalization capabilities, and broader CRM ecosystem. The Director leads the loyalty and email/SMS teams, influences the marketing technology roadmap, and partners across the organization to turn customer insight into action. Success will be measured through:

• Customer identification/opt-in growth
• Loyalty membership and engagement
• Qualified appointment generation and conversion
• Second and repeat purchase
• Cross-category purchasing
• Retention/reactivation
• CRM-driven revenue
• Incremental business impact

Qualifications

• 8+ years of experience across CRM, lifecycle marketing, loyalty, retention, customer strategy, or related disciplines, including experience leading teams and complex cross-functional initiatives.
• Deep expertise in CRM strategy, segmentation, personalization, email/SMS, and lifecycle marketing, with demonstrated ability to use behavioral, transactional, and engagement data to develop sophisticated customer strategies and journeys.
• Experience developing or evolving loyalty programs and driving measurable improvements in customer engagement and value.
• Strong understanding of the marketing technology ecosystem, including ESPs, SMS platforms, CDPs, loyalty platforms, journey orchestration, and customer data activation; experience evaluating, selecting, implementing, migrating, or evolving major platforms strongly preferred.
• Strong analytical orientation with experience in experimentation, incrementality, retention, customer lifetime value, and translating customer data into strategic recommendations.
• Proven ability to lead and develop teams, influence cross-functional partners, and manage technology vendors, agencies, and strategic partners.
• Strong executive communication and presentation skills, with the ability to translate complex customer, data, and technology concepts into persuasive business recommendations.
• Retail, ecommerce, fashion, consumer services, or other high-volume B2C experience strongly preferred.

Requirements

• Own CRM, lifecycle, segmentation, and personalization strategy across David’s and Pearl.
• Lead the ongoing optimization and expansion of triggered and lifecycle journeys across key customer moments.
• Develop and continually evolve a scalable segmentation framework.
• Advance personalization by expanding the use of dynamic, predictive, and next-best-action approaches.
• Identify high-value customer behaviors and opportunities to increase repeat purchase and retention.
• Partner with Analytics, Digital, and Technology to identify data gaps.
• Own the strategy and evolution of David’s loyalty program and Pearl loyalty experiences.
• Set strategic priorities for membership growth and engagement.
• Define how Pearl experiences integrate into the David’s customer journey.
• Lead email and SMS strategy and performance.
• Define the business requirements and technology roadmap for CRM and loyalty.
• Own strategic relationships across CRM and loyalty technology partners.
• Own CRM and loyalty performance against key customer and business outcomes.
• Partner with Analytics to develop testing and measurement approaches.
• Lead and develop the Manager, Email/SMS and Manager, Loyalty.
• Build team capabilities in lifecycle marketing, testing, analytics, and personalization.
• Influence senior stakeholders and translate complex opportunities into clear business strategies.

Benefits

• A comprehensive benefits package is available.
• Rewarding Environment and Competitive Pay.
• Generous Dream Maker Discount After First Pay Period.
• Referral Incentive Program.
• Dayforce Wallet – Get Paid Early!
• Health/Dental/Vision Insurance.
• 401K Program.
• Paid Vacation, Wellness Days & Holidays, including your Birthday off!
• Pet Benefits.