Sr. Director CRM and Loyalty

About the Team

Marketing brings our brand to life through deep expertise and an authentic love for pets. The team is dedicated to delivering personalized experiences for our consumers, supported by best-in-class, data-driven marketing capabilities. The work spans key areas including Loyalty, Customer Analytics & Research, Brand Experience & Creative, and Omni-Channel Marketing. Each team member brings a unique perspective, working together to create meaningful and engaging experiences for both pets and pet parents.

Collaborative Work Environment: At Pet Smart, teamwork and connection are core to how we thrive. This role is based at our Phoenix Home Office, with an expectation of working a minimum of four days in the office each week. In a standard work week, associates may work up to one remote “flex day” (with leader approval). Our hybrid approach is designed to foster strong collaboration while also supporting flexibility and individual success.

Sr. Director, CRM & Loyalty is a strategic marketing leader responsible for guiding and connecting the CRM and Loyalty functions to drive customer and business growth. This role serves as the executive owner of email, SMS, push & other direct channels and leads the strategic direction and evolution of the Treats Rewards loyalty program. By bringing together customer insights, personalized communications, and loyalty experiences, this leader will drive customer demand, engagement, retention, frequency and lifetime value.

As a key member of the Marketing Leadership Team, the Sr. Director helps shape the broader marketing agenda and represents Marketing across the enterprise, building effective cross-functional partnerships to deliver cohesive omnichannel customer experiences.

• Serve as the executive owner of email, SMS, push and other direct channels, setting strategic direction, representing performance and priorities, and providing a clear point of view on how CRM channels can drive customer demand, customer engagement and business outcomes.
• Provide strategic oversight of CRM campaign planning, ensuring plans are grounded in clear objectives, audience and channel strategies, and compelling customer communications.
• Partner across Brand, Media, Marketing, Creative and Digital teams to integrate CRM into cohesive omnichannel plans that support broader commercial and operational priorities.
• Ensure strong CRM campaign execution, including development, QA & operational deployment, maintaining high standards of operational excellence & deliverability.
• Champion the modernization of CRM capabilities and ways of working, advancing automation, AI-enabled decisioning and the operating model to improve efficiency and personalization.

• Lead the enterprise strategy for the Treats Rewards program, including the member experience, member benefits and long-term roadmap to deepen customer relationships, increase engagement & strengthen customer lifetime value.
• Identify opportunities to increase member engagement and strengthen the value of Treats Rewards for both customers and the business, in partnership with Commercial and Operational teams.
• Lead the development of loyalty initiatives, experiences and benefits that provide meaningful customer value and direct business outcomes.
• Own the core program economics for Treats Rewards, ensuring its benefits deliver meaningful customer value and sustainable business returns.
• Monitor customer expectations, competitive programs and industry trends to inform the continued evolution of the loyalty program.

• Lead and develop the CRM and Loyalty teams, establishing a shared vision and priorities while supporting the distinct expertise and responsibilities of each function.
• Connect CRM and Loyalty strategies to create cohesive customer journeys spanning engagement, onboarding, retention and reactivation.
• Identify and prioritize customer growth opportunities that increase engagement, frequency, cross-category participation and lifetime value.
• Establish an integrated test-and-learn…