Director, Digital Marketing & CRM

Position Title: Director, Digital Marketing & CRM

Reporting to

Title:

Chief Digital & Commercial Officer

The Director, Digital Marketing & CRM will lead the strategy and execution of digital marketing and customer relationship management initiatives to drive acquisition, retention, and customer lifetime value. This role will define a luxury, client-centric ecosystem that seamlessly blends performance marketing with high‑touch clienteling and personalized experiences, owning the end‑to‑end customer lifecycle with a focus on VIP engagement and omnichannel excellence.

Responsibilities include but are not limited to:

• Define and execute an integrated digital marketing strategy across paid media, SEO/SEM, affiliates, and emerging platforms to drive efficient customer acquisition and long‑term brand growth.
• Own and optimize the digital marketing budget globally, maximizing ROI/ROAS through disciplined testing, performance tracking, and channel allocation.
• Lead performance marketing efforts, ensuring best‑in‑class campaign execution, optimization, and innovation.
• Partner closely with Digital and Integrated Marketing teams to align digital acquisition strategies with brand campaigns, ensuring cohesive storytelling, channel orchestration, and full‑funnel impact.

• Develop and scale a luxury omnichannel CRM strategy that delivers personalized, high‑touch experiences across the full customer lifecycle—from acquisition through loyalty and reactivation.
• Design and implement tiered client strategies, including VIP and top‑client programs with exclusive access, benefits, and curated experiences.
• Partner with Retail teams to enable seamless omnichannel clienteling, connecting digital and in‑store interactions (e.g., associate outreach, appointments, personalized recommendations).
• Oversee CRM communications and storytelling to ensure all touchpoints are bespoke, brand‑right, and aligned with key campaigns and product launches.
• Establish advanced customer segmentation and targeting frameworks to identify high‑value clients and unlock incremental lifetime value.
• Enhance data capture and enrichment across all touchpoints (e‑commerce, retail, events) to build a unified 360° customer view.
• Partner with Digital and Technology teams to strengthen customer data infrastructure, including CDP capabilities, identity resolution, and omnichannel integration.
• Own CRM platforms and marketing automation tools, ensuring excellence in execution, deliverability, and continuous optimization.

• Define and track KPIs across the full funnel, with a focus on retention, repeat purchase, VIP penetration, and customer lifetime value.
• Partner with the Integrated Marketing team to measure campaign effectiveness holistically, connecting brand performance to customer engagement, conversion, and lifetime value.
• Align acquisition and CRM strategies to ensure high‑quality customer growth and long‑term client development.
• Manage external agencies and technology partners, identifying opportunities to elevate personalization, CRM capabilities, and clienteling tools.

• Champion a customer‑first, service‑driven mindset that reflects the expectations of a luxury consumer at every touchpoint.
• Lead, mentor, and develop a high‑performing digital marketing and CRM team.

• Bachelor’s degree or equivalent experience required.
• 7–10+ years of progressive experience in digital marketing and CRM, with at least 2–3 years in a leadership role.
• Strong background in e‑commerce and performance marketing within fashion, retail, or consumer brands preferred.
• Proven track record of managing and optimizing significant digital marketing budgets.
• Deep analytical mindset with expertise in marketing analytics, attribution, and performance measurement.
• Strong understanding of website architecture, e‑commerce flows, SEO best practices, tagging frameworks, and conversion optimization.
• Experience managing external agencies, vendors, and cross‑functional stakeholders.
• Demonstrated hands‑on project management and organizational skills, with the ability to…