Crm And Loyalty Director

Position: CRM AND LOYALTY DIRECTOR
Job Description
Posted Tuesday, October 14, 2025 at 4:00 AM

Join a diverse and talented team
For years now, we’ve been designing lingerie and swimwear for everyday living. Why do we do what we do? Because we want women around the world to look and feel their best! Join our dynamic team to start a stimulating professional career in a committed and constantly evolving environment.

We’re a proudly local company with more than 5000 employees and more than 300 stores across Canada and in 19 countries around the globe (100 stores).

Exclusive job perks

50% discount on all products;

Flexible hours;

Opportunities for advancement within the company;

Being part of a family-owned business committed to the community;

Performance bonuses (in-store sales or management position);

Recognition program for years of service;

Innovation program to encourage idea sharing;

Referral bonus ;

Dayforce Wallet (pay on demand: you’ll be able to access a portion of your pay as soon as your shift ends).

Group insurance plan;

Three (3) to five (5) paid personal days (depending on the position);

Minimum of 2% employer contribution to your RRSP.

Purpose of the job
Under the supervision of the Vice President, Marketing Strategy and Digital, the Director of CRM and Loyalty defines and implements the customer relationship management and loyalty strategy across all banners. The role is that of a true architect of the customer experience, ensuring that every interaction strengthens engagement, satisfaction, and customer lifetime value (CLV).

The incumbent is responsible for analyzing customer data and leading the team to deliver an outstanding customer experience. In addition, they must act as a positive leader by fostering strong collaboration and synergy with other departments.

Key Responsibilities

Establish and communicate the directions, strategies, and objectives for CRM and loyalty across La Vie en Rose and Bikini Village banners, in collaboration with the marketing strategy, acquisition, and data teams;

Define, develop, and communicate the CRM and loyalty strategy in alignment with business and corporate objectives, while overseeing the implementation, maintenance, personalization, and optimization of systems;

Lead the implementation of a loyalty program and ensure its ongoing management and maintenance;

Negotiate and manage partnerships and agreements with external consultants and firms, while supervising the development and implementation of technological tools with both internal and external teams;

Build, lead, mentor, motivate, and inspire a high-performing CRM and loyalty team, in order to deliver exceptional service and support;

Manage budgets as well as timelines related to CRM and loyalty projects;

Establish, share, and monitor performance indicators (acquisition, retention, loyalty, CLV, COA, churn, etc.).

Customer Data Management

Ensure the quality, compliance, and synchronization of customer data through monitoring and control mechanisms;

Define and implement customer segmentation by banner to personalize engagement initiatives;

Integrate and optimize segmentation within the CRM;

Leverage CRM data to generate customer insights, identify growth opportunities, and guide strategic decisions in marketing, e-commerce, and corporate initiatives;

Develop guidelines and communications to support best practices for in-store data collection.

Customer Experience & Loyalty

Design and develop seamless, engaging, and high-performing omnichannel customer journeys, both in-store and online, and maintain them across all customer touchpoints, based on the proposed segmentation;

Lead the development of an innovative and distinctive loyalty program by identifying personalization levers and integrating industry best practices;

Contribute to the evolution and optimization of personalization and loyalty strategies across all touchpoints, both in-store and online;

Use data analysis to identify customer re-engagement opportunities and share insights on customer behavior, preferences, and trends.

Your Profile

Inspiring leadership:
You know how to mobilize, persuade, and communicate with impact;

Attention to detail and organizational skills:
You manage your priorities with…