With over 50 stores and the largest avocational cooking program in the US, Sur La Table offers an unsurpassed selection of exclusive and premium-quality goods for the kitchen and table – and the culinary expertise and inspiration to go along with it. Whether the job entails interacting with our customers, driving digital growth, or providing vital behind-the-scenes support, we’re all here for the same reason – to roll up our sleeves and create happiness through cooking and sharing good food.
The Director, Digital Marketing and CRM is a highly strategic role that will lead Sur La Table’s customer retention & CRM efforts and support multi-channel integrated campaigns. This role oversees email and SMS directly and develops/executes strategies with cross functional partners for multi-channel integrated campaigns. The ideal candidate will have a passion for developing customer facing digital marketing campaigns and an expertise in email marketing, driving customer engagement, retention, and loyalty to drive growth in the hardgoods and culinary business. You will provide expertise, vision, and leadership to continue the evolution of our customer facing digital marketing campaigns, to successfully build profitable, long-term customer relationships across all channels. This role will develop and nurture strong connections with our most valued and loyal customers through personalization and leveraging technology. This role will be vital to driving increased revenue and engagement from the different segments and channels, with a focus on email/SMS growth. They will accomplish this through varied strategies, grounded in fact-based decision-making and elevated with brand loyalty.
At Sur La Table, we pride ourselves on our entrepreneurial spirit and continue to do things differently. To excel in this role, you will be agile and adaptable to the ever-changing needs of our business including hard goods as well as culinary. This role requires a creative, data-driven decision maker and planner, who thrives on working cross-functionally with executive, business, and marketing teams in a multi-channel environment, as well as with external vendors and partners. Your leadership acumen, experience in storytelling and bias for performance enablement will empower your team, coordinate your partners and inspire executive leadership.
This position will report into the VP & GM, Ecommerce.
\n- Lead the Email & SMS Marketing team, and efforts to identify, evaluate, and prioritize potential strategic growth opportunities in customer database by retaining existing customers and attracting new customers in both hardgoods and culinary.
- Develop industry-leading personalized customer journeys at all stages of the customer lifecycle to deepen the relationship with customers, including customer needs, messaging strategy, offer strategy, and engagement timing.
- Define the personalization strategy with a lens of the existing tools and capabilities and a plan to develop and expand on this over time to achieve results
- Develop and implement customer-centric and data-driven strategies, working with the paid, owned and earned marketing channels and customer touchpoints (in-store and online).
- Align all customer touch points with targeted creative communications developed and produced to match our defined customer segments and meet the specific campaign objectives.
- Work cross-functionally with eCommerce, e-mail/SMS, performance marketing, social media and retail teams to create marketing campaigns that drive incremental engagement, revenue and appeal to every customer.
- Lead initiatives that drive revenue in both retail and e-commerce platforms, and own responsibility for lifecycle segmentation, channel optimization, a/b testing, and partnership strategies.
- Cultivate and advance the level of internal talent, and develop a high-performing, collaborative team across email and SMS.
- Create continuous improvements for all key customer metrics: customer retention, acquisition, conversion, cross sell, customer migration, lifetime value – gross and net (ROI), enhanced value to program (benefits).
- Set and achieve customer lifetime value goals to drive increased frequency, AOV, retention, and multi-channel buyers.
- In a coordinated effort, align with key stake holders and enable cross functional partners; including Brand Marketing, Creative Strategy and Merchandising Strategy – driving revenue growth to plan.
- Define and manage the Sur La Table Perks offer(s), including program structure, roadmap, benefits, program offer expense management, as well as implementing and managing the data architecture systems needed to support long-term goals.
- Enhance all retention programs and develop predictive analytics models - by segment - that will determine who to contact, by what channel and with what offer that will drive retention and growth.
- Lead new-offer development and existing program evolution to create go-to-market assets and toolkits for the organization.
- Partner with Brand Marketing, the Business, Finance, Analytics, Planning and Merchandising teams to analyze business and marketing data to identify key drivers, tactics, and associated dependencies for driving conversion, retention, and cross-selling.
- Drive continued innovation in evolving marketing programs that most effectively engage customers and drive value.
- Maintain, analyze, produce, and communicate to management, third parties, and partners the progress, opportunities and results of all retention and loyalty initiatives.
- Prepare annual budgets for programs assigned and manage expenses in accordance with established budget, while maximizing profitability.
- Some travel will be required.
- Four-year college degree in Marketing and/or Business Administration preferred
- Five years of progressively increased responsibility in ESP, CRM, CDP, database, and loyalty/lifecycle marketing using lifecycle methodology, analytics and data-driven insights with customer profiles/segmentation, customer database mining, predictive modeling, and sales analysis.
- Advanced background in loyalty and lifecycle marketing required, as is experience with growing house file and lifetime value through acquisition, retention, frequency and AOV focused campaigns. Loyalty program experience required.
- Experience with vendor management and roadmap planning is required.
- Excellent analytical and statistical skills and verbal presentation and written communication skills are required.
- Related experience in a retail organization is required.
- Five years’ experience in a supervisory or managerial role required.
- Excellent skills in Microsoft Office Suite and related applications. An equivalent combination of education and related experience can substitute for a degree.
- PTO for salaried employees
- Medical/Dental/Vision and a variety of supplemental policies available
- Company 401K match
- Company Health Spending Account (HSA) match
- Company provides group life insurance at no cost
- COBRA reimbursement for salaried employees until health insurance eligible
- Paid Holidays
- Birthday off with pay!
- Generous employee discounts
- Depending on the position, our application and interview process may vary, but here are some of the ways we get to know you better:
- 📞 Step 1: Match most of the requirements and qualifications for the position? We want to chat. A recruiter will reach out to you via email to schedule some time to learn more about our company and get to know you better. Remember, you’re also interviewing us!
- 📝 Step 2: Our assessments (if applicable to the role) measure your analytical and business acumen. We use them to better understand your expertise. Each person interviewing for the same role receives the same assessment, which helps us evaluate candidates equally and consistently.
- 💻Step 3: Virtual or in-person interviews depending on your location. Our hiring team will learn more about your prior experience and challenges you’ve faced. Be prepared with detailed examples. Concise and well-organized answers are ideal.
- ✍Step 4: Offer! This is where things get really exciting. We gather all data from your interviews and conduct a final review. If qualified for the position, your recruiter will connect with you via phone to present a verbal offer we know you’ll be excited about.
CLOSING FROM SUR LA TABLE - ALL LOCATIONS
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