crm and loyalty director

 

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 rigor and efficiency;
Resilience in action: You remain calm and effective under pressure in a constantly evolving environment;
Communication and negotiation: You have excellent communication, interpersonal, and negotiation skills;
Solution-oriented mindset: You quickly find creative and tailored responses to challenges. 

Requirements

Bachelor's degree in Marketing, E-commerce, or a related field (or equivalent);
Minimum of 7 to 10 years of relevant experience in CRM, relationship marketing, and loyalty programs;
Proven experience managing large-scale projects in retail, e-commerce, and/or an omnichannel environment;
Demonstrated expertise in data management, customer segmentation, data analysis, reporting, and marketing automation;
Bilingual (French and English), both spoken and written (the role involves communication with partners outside of Quebec);
Strong understanding of CRM & loyalty systems and technologies, as well as analytical solutions and best practices;
Strategic vision focused on customer experience, combined with a data- and results-driven analytical mindset and strong problem-solving skills. 

Permanent, full-time
#Marketing

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