Director, CRM - The Vitamin Shoppe

Overview:

We are on the lookout for a passionate and experienced CRM leader to play a vital role in our premier customer marketing program.  In this exciting position you will contribute significantly to transforming our marketing communication strategy, driving sales, enhancing gross margin and cultivating lasting customer loyalty.

 

A key aspect of this role will be to elevate our personalization efforts through innovative tools, technologies and strategic initiatives.   You will help shape the vision for how we can maximize our capabilities to create more tailored customer experiences including promotional campaigns, targeted behavioral strategies and impactful lifecycle initiatives.   You’ll also can identify and implement streamlined processes that enhance efficiency and effectiveness across our initiatives. You will collaborate closely with both internal and external teams to forge meaningful relationships. 

Responsibilities:

CRM & Retention Strategy:

• Design and oversee the CRM strategy and marketing operations for The Vitamin Shoppe, encompassing email, SMS, and other direct marketing channels.
• Implement a robust test-and-learn approach to optimize promotional and lifecycle campaigns, driving continuous innovation and sharing best practices across the organization.
• Provide strategic recommendations to management regarding CRM channel roadmaps and operating plans.
• Collaborate with merchandising and business teams to create marketing plans that align with business objectives while enhancing the customer database's size and value.
• Play a pivotal role in cross-functional initiatives aimed at strengthening customer loyalty through services like Auto-delivery.
• Analyze competitive trends and best practices to adjust strategies and operations accordingly.

Financial Management:

• Drive strategic and operational objectives for both web and retail units to maximize e-commerce revenue, boost customer loyalty, and increase in-store traffic.
• Generate sales forecasts for email and SMS initiatives, detailing sales, orders, average order value, and web traffic.
• Develop and manage budgets for all CRM marketing channels, ensuring alignment with business goals.

Operational & Leadership Duties:

• Oversee the daily operations of the communications program, including email and SMS calendars, coordination with marketing teams, campaign execution, and performance analysis.
• Manage the deployment process for email and direct mail, collaborating with key internal departments and external vendors.
• Integrate automation into email and mobile processes, including segmentation, triggered communications, and A/B testing.
• Ensure quality control through a thorough QA process for email deployments, confirming functionality and accuracy.
• Use data-driven insights to test, measure, and optimize email and SMS performance.
• Launch customer lifecycle campaigns and seasonal promotions, working with product and IT teams on enhancements.
• Maintain strong relationships with vendor partners to leverage their expertise and ensure we are maximizing the value they bring to our success
• Lead and manage a team of 2 CRM Managers, 1 CRM Specialist and contractors.
• Mentor and develop the CRM team, fostering an environment of growth and motivation.

Qualifications:

• 8-10 years of experience in CRM strategies within consumer-focused industries (retail experience preferred).
• Bachelor’s degree in marketing or related field; Master’s degree is a plus.
• Experience working with personalization platforms/engines
• Expertise in creating and executing personalized, targeted email and SMS marketing programs.
• Strong understanding of omni-channel marketing communications and the use of data for targeting and segmentation.
• Experience in measuring incremental results and managing CRM teams.
• Proficient with foundational CRM platforms, including predictive analytics and ESPs.

Skills & Abilities:

• Exceptional project management and problem-solving skills in a fast-paced environment.
• Excellent communication, relationship management, and strategic thinking capabilities.
• Ability to drive results, make quick decisions, and manage multiple projects effectively.
• Strong analytical skills and a results-oriented mindset.

Equal Opportunity Policy

The Vitamin Shoppe is an equal opportunity employer. We respect diversity and accordingly are an equal opportunity employer that does not discriminate on the basis of race, color, creed, religion, national origin, ancestry, citizenship status, age, sex, gender, gender identity or expression (including transgender status), sexual orientation, marital status, veteran status, physical or mental disability, genetic information, or any other characteristic protected by applicable federal, state, or local laws.  Our management is dedicated to ensuring the fulfillment of this policy with respect to hiring, placement, promotion, transfer, demotion, layoff, separation, recruitment, pay and other forms of compensation, access to facilities and programs, training and general treatment during employment.

We firmly believe that every Health Enthusiast has the right to be treated with dignity and respect. Our goal is to maintain a satisfied and productive team of Health Enthusiasts. The keys to reaching that goal are effective leadership, equal application of fair human resources policies, competitive wages and benefits, and close attention to all health enthusiast matters. The Vitamin Shoppe is committed to the principle of fair and impartial treatment of our Health Enthusiasts.

Health Enthusiasts with questions or concerns about equal employment opportunities in the workplace are encouraged to bring these issues to the attention of their Human Resources representative.  We will not allow any form of retaliation against Health Enthusiasts who raise issues of perceived discrimination in good faith.  To ensure our workplace is free of artificial barriers, violation of this policy may result in disciplinary action, up to and including discharge.

Compensation:The wage for this position is based on many factors such as role requirements, skill set, years of experience and other organizational needs. The estimated range is $150,000 - $155,000 per year.