Director, Lifecycle Marketing & CRM

Welcome to the Table. At Sur La Table, community, culinary joy, and celebration are at the heart of who we are. From monthly spotlights to the Golden Whisk awards and cooking class perks, our culture blends recognition with hands-on experiences. New team members are welcomed with care and inspired by wellness events, inclusive stories, and a personal touch that makes you feel right at home.Reports to: Chief Marketing OfficerLocation: Remote (US + Canada)About the Role:Sur La Table needs a strategic CRM leader who can own the full lifecycle of the customer relationship — across email, SMS, loyalty, and customer intelligence — spanning Hardgoods, Culinary programming, and Retail. As Director, Lifecycle Marketing & CRM, you will set direction for how Sur La Table acquires, retains, and grows customer relationships across every business unit, with direct CMO access and meaningful P&L accountability.In your first 6–12 months, you will build the automation architecture to drive significant revenue growth through lifecycle campaigns, establish the customer health reporting cadence that makes CRM performance visible to leadership, and evolve the Sur La Table Perks loyalty program from a discount-driven retention tool into a genuine relationship platform.This is a lean team. You will own a lot, move fast, and make decisions with full end-to-end responsibility.What You'll Do:Email & SMS — BAU / CEP Program LeadershipOwn 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 & TechnologyBuild, 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 & CDPOwn 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 ProgramOwn 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 LeadershipServe 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 LeadershipLead 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.Required Qualifications:8+ years of progressive CRM and lifecycle marketing experience with demo