Senior Director of CRM at Alo Yoga

WHY JOIN ALOMindful movement. Its at the core of why we do what we do at ALOits our calling. Because mindful movement in the studio leads to better living. It changes who yogis are off the mat making their lives and their communities better. Thats the real meaning of studio-to-street: taking the consciousness from practice on the mat and putting it into practice in life.The Senior Director of CRM will lead Alos global customer engagement and retention programs overseeing email SMS and push channels. This leader will be responsible for designing and executing strategies that deepen customer relationships drive retention and maximize lifetime value across our global customer base.While the majority of digital revenue comes from the U.S. today international markets are a critical growth priority (Canada UK Australia Korea China and Japan). The Sr. Director will play a pivotal role in ensuring our CRM programs both scale globally and localize effectively for international markets.This role requires a strategic and data-driven leader who can balance near-term performance with long-term brand-building. The individual must be highly collaborative able to influence across teams and comfortable working in a high-growth fast-paced environment.Core ResponsibilitiesStrategic LeadershipDefine Alos global CRM strategy balancing U.S. maturity with international growth needs.Drive the evolution from a merchandise-calendar-driven approach to a customer-centric lifecycle-driven strategy.Establish a long-term CRM roadmap aligned with Alos brand vision and revenue goals.Program Management & ExecutionOversee all CRM campaigns across email push and SMS ensuring world-class creative segmentation and execution.Lead lifecycle programs (welcome retention loyalty reactivation winback) across all regions.Build frameworks for testing optimization and personalization to continuously improve engagement and retention.International Growth EnablementPartner with international growth leader to localize messaging strategies that reflect regional consumer behaviors and cultural nuances.Establish CRM as a driver of growth in new markets ensuring scalability of tools processes and reporting.Data Insights & MeasurementPartner with Consumer Insights and Data Science to define segmentation strategies develop predictive models and measure impact on LTV.Create consistent reporting frameworks for CRM performance globally including KPIs by region.Use insights to inform broader growth merchandising and product strategies.Team Leadership & DevelopmentBuild lead and inspire a global CRM team; coach team members for growth and advancement.Define clear roles responsibilities and KPIs for the CRM team to ensure accountability and impact.Champion cross-functional alignment ensuring CRM is fully integrated with Paid Media Loyalty Integrated Marketing Retail and Creative.Technology & InnovationStay ahead of industry trends in lifecycle marketing bringing innovation to Alos global strategy.Partner with Engineering/Product teams on CRM integrations and automation.Key CompetenciesStrategic Leadership: Ability to set long-term direction while driving near-term results.Global Mindset: Experience scaling CRM programs across multiple regions and tailoring strategies for local markets.Analytical & Data-Driven: Deep comfort with LTV segmentation predictive modeling and performance analytics.Customer-Centricity: Strong advocate for shifting to customer-first lifecycle strategies.Cross-Functional Influence: Proven ability to collaborate across marketing product data creative and retail functions.Operational Excellence: Strong program management skills with ability to manage complex campaigns across multiple markets and teams.Team Development: Track record of building and managing high-performing teams.Qualifications12 years in CRM lifecycle or retention marketing; 5 years in senior leadership.Experience leading CRM at scale for a global retail lifestyle or consumer brand.Deep expertise in email SMS and push including automation and personalization.Demonstrated success in driving international CRM strategies.Strong analytical background; fluency in marketing technology and data platforms.Exceptional leadership and communication skills; ability to influence at all levels of the organization.Success MetricsRetention & LTV Growth: Demonstrated improvement in customer repeat purchase rates and lifetime value.International Contribution: Growth in CRM-driven revenue and engagement from international markets.Channel Performance: Engagement conversion and revenue lift across email SMS and push.Customer-Centricity: Shift from calendar-driven to lifecycle-driven messaging with measurable impact.Growth in Seasonal/core product sales from this channel and less reliance on colour drops.Team Health: Strong employee engagement development and retention within the CRM team.For CA residents Job Applicant Privacy PolicyHERE.Required Experience:Exec Key Skills Crisis Management,Marketing,Public Relations,Fundraising,Media Relations,Constant Contact,Strategic Planning,Social Media Management,Team Management,Public Speaking,Wordpress,Writing Skills Employment Type : Full Time Experience: years Vacancy: 1