Sr. Director, Retention

The Sr Director, Retention will define, own and deliver the comprehensive CRM and Loyalty strategy for Brooks Brothers across eCommerce, Specialty Stores, Outlet Stores and digital marketplaces. This role will be responsible for activation across the Customer Data Platform, email marketing channel, SMS marketing channel and loyalty programs and will lead the creation and management of data-driven programs designed to foster customer loyalty, increase retention, deliver on sales growth objectives, and increase customer lifetime value. A key focus of this role will be advancing our segmentation and personalization capabilities and building out highly personalized campaigns leveraging advanced CRM software and partnerships.

Founded in 1818, Brooks Brothers is America’s oldest clothier. For more than 200 years, the brand has defined the standard of dress in America and has evolved into a global lifestyle brand offering complete apparel and accessories collections for men, women and children. Brooks Brothers products are world renowned for innovation, quality, timeless style and exceptional value. As America’s oldest clothing retailer, Brooks Brothers has a long history of creating long-term relationships with both our Customers and our Associates.

This position will report to the VP, Digital & eCommerce.

• Shape Brooks Brothers’ strategy for retention, engagement and loyalty across all owned channels for the brand
• Develop and drive ongoing 3/6/12 month marketing and customer engagement plans and develop POVs on the customer journey in an omnichannel capacity
• Leverage customer data to assist in creation of marketing strategies to more profitably drive traffic and conversion, grow the customer file and more accurately track performance
• Recruit, develop and lead a best-in-class team with a focus on personalization and activation at scale that delivers healthy, profitable growth across the business units
• Drive customer segmentation, targeting, and contact strategies designed to drive retention, loyalty, and overall LTV through earned, owned and paid channels
• Partner with the Brooks Brothers cross-functional team to design and maintain CRM channel performance reporting and insight development.
• Provide clear direction and relevant communication to senior leaders and stakeholders regarding CRM channel performance and communicate actionable insights on opportunities and next steps
• Develop a roadmap and action plan to scale advanced CRM activation programs with a focus on email and SMS, personalization and campaign orchestration leveraging best-in-class martech capabilities and partners and leveraging our Loyalty & Credit Card programs
• Evolve our points based loyalty and credit card programs to grow members and LTV from engaged users
• Serve as a CRM business intelligence leader, utilizing analytics to drive customer-centric action plans and first party data collection and activations
• Partner with retail store teams to develop strategies for point-of-sale acquisition and at-retail engagement opportunities, as well as traffic driving programming

• Seasoned senior leader with 10-15 years of related experience in CRM, loyalty and email marketing.
• Bachelor’s Degree with strong academic record.
• Passionate about eCommerce and digital marketing with an interest in apparel and retail
• Experience working with ESP platforms. Knowledge of Cheetah Digital, Wunderkind, Attentive, Bluecore and Salesforce Marketing Cloud a plus.
• Experience with personalization platforms such as Movable Ink.
• Strong analytical skills with the ability to interpret extensive data to make actionable recommendations to the business. Proficient in Excel and data visualization tools (Tableau, Domo, BI Tools, etc.). Knowledge of web tools including pixels, Google Tag Manager, Google Analytics, etc.
• Strong project management skills, highly organized and demonstrated ability to execute projects on or under budget and on time or early.
• Must be able to operate both strategically and tactically in a high-energy, fast-paced environment.
• Experience working with partners at multiple levels within an organization (operations, marketing, finance, creative, etc.).
• Familiarity with CCPA, GDPR (General Data Protection Regulation).
• Highly collaborative and the ability to work as part of a team.
• Strong communication skills, both written and verbal.