Director of Retention Marketing & CRM

VICI is the ultimate shopping destination for the modern fashionista. Our assortment covers women’s apparel, accessories, footwear, and handbags. We offer an on-trend assortment with capsule-like weekly drops, featured shops, influencer collaborations, and curated daily drops focused on our customers’ lives and the styling inspiration they need. Much of our assortment is exclusive and made with our customers’ shopping preferences and feedback top of mind.

We buy and design sophisticated, trend right, and modern styles we know our customers will love.

What started as a small family-owned business, has grown since its start in 2012, to a brand with a strong online and social presence. Affordability, quality, and customer service are at the center of our brand and we always strive to ensure our customers are satisfied with their VICI experience. From opening our Nashville retail store to launching pop ups in Newport Beach and Venice Beach, VICI is increasing its retail footprint to bring more awareness to the brand.

We are just getting started and excited about what the future holds!

As a Director of Retention Marketing & CRM, you will build the customer journey by leading the development and execution of retention marketing strategies, the CRM channel and managing a team that is responsible for VICI’s email, SMS, app & web push, and loyalty programs. This leader owns the end-to-end customer journey to deliver a cohesive online and app experience from onboarding new customers through repeat purchases, winback of lapsed customers, and loyalty program performance.

This role will also be responsible for the strategy and vision to grow VICI's active customer file, subscriber conversion, and churn prevention tactics that increase purchase frequency and lifetime value across retention channels.

• Customer Growth & Retention: Own list growth, subscriber conversion, retention strategy and the active customer file end-to-end, including segmentation, across email, SMS, app & web push, and loyalty.
• Testing Roadmaps: Build and manage an ongoing A/B and multivariate testing roadmap across the customer lifecycle, winback, and loyalty programs, and translate results into go-forward strategy.
• Reactivation Campaigns: Build winback strategies and targeted reactivation campaigns to reduce lapsed customer files and to recover revenue.
• Email and SMS Campaigns: Lead end-to-end email and SMS campaign strategy, segmentation, execution, testing, deployment, analysis, and optimization across a high-volume send program with complex, multi-dimensional segmentation.
• Purchase Frequency: Increase customers' purchase frequency and overall lifetime value through lifecycle campaigns, personalization, and journey optimization.
• Loyalty Program: Own the loyalty program end-to-end: program structure, enrollment growth, utilization, tier progression, rewards and promotion calendar, and ongoing program optimization.
• Data-Driven Decisions: Utilize sales and campaign data daily to drive revenue performance, repeat purchase rate, retention/lapse rate, list growth, engagement rates, and loyalty KPIs, with regular, proactive reporting to leadership.
• Cross-Functional Collaboration: Collaborate with leads across eCommerce, Social, Paid Media to optimize the customer experience to deliver a cohesive brand narrative and promotion calendar that works seamlessly across onsite/in-app journeys.
• Vendor Management: Manage relationships with ESP, SMS, and loyalty technology platforms/vendors, staying current on platform capabilities and industry best practices.
• Team Leadership & Development: lead and development a team of two and remain hands-on while clearly assigning responsibility, setting objectives and…