Sr. Director, CRM

The Sr. Director, CRM reports to the SVP, Loyalty, Personalization & CRM and owns the assigned brand group (restaurant or specialty) CRM and lifecycle program end-to-end. This role serves as the senior CRM representative within the brand pod, partnering closely with Brand, Media, Creative, Technology, Analytics, and Loyalty teams to develop and execute CRM strategies that drive guest engagement, frequency, and same-store sales growth. As a player-coach leader, the Sr. Director is responsible for both leading the CRM function and directly owning CRM strategy for assigned brands. The role requires close collaboration with the peer Sr. Director, CRM to jointly evolve enterprise CRM capabilities, define best practices, and advance the organization's long-term CRM and personalization roadmap across all brands, in partnership with the Loyalty team. This position leads CRM-driven campaign and promotional performance analytics, ensuring CRM and Loyalty programs deliver measurable business impact. The Sr. Director serves as a strategic partner to assigned brand leadership and the SVP while helping shape enterprise CRM strategy and transformation initiatives. ### Essential Functions * Own the assigned brand group’s end-to-end CRM and lifecycle program across email, push, SMS, and in-app channels spanning acquisition, activation, retention, loyalty engagement, and win-back. * Serve as the primary CRM representative within the assigned brand pod, partnering with Brand, Integrated Marketing Communications, Media, Creative, Loyalty, and Analytics teams to develop and execute CRM strategies aligned to brand objectives. * Act as a player-coach by providing functional leadership while directly developing CRM strategy, customer journeys, segmentation plans, and lifecycle initiatives for assigned brands. * Partner closely with the peer Sr. Director, CRM to develop, enhance, and scale enterprise CRM strategy, operating models, governance, and personalization capabilities across the portfolio. * Lead first-party data recovery and growth initiatives where digital platform transitions or business changes have impacted customer acquisition, engagement, or retention. * Define and evolve audience segmentation strategies, targeting frameworks, and personalization roadmaps to improve guest engagement and customer lifetime value. * Own campaign and promotional performance analytics for all CRM and Loyalty-driven initiatives, translating performance insights into recommendations that improve effectiveness, incrementality, and business results. ### Job Summary The Sr. Director, CRM reports to the SVP, Loyalty, Personalization & CRM and owns the assigned brand group (restaurant or specialty) CRM and lifecycle program end-to-end. This role serves as the senior CRM representative within the brand pod, partnering closely with Brand, Media, Creative, Technology, Analytics, and Loyalty teams to develop and execute CRM strategies that drive guest engagement, frequency, and same-store sales growth. As a player-coach leader, the Sr. Director is responsible for both leading the CRM function and directly owning CRM strategy for assigned brands. The role requires close collaboration with the peer Sr. Director, CRM to jointly evolve enterprise CRM capabilities, define best practices, and advance the organization's long-term CRM and personalization roadmap across all brands, in partnership with the Loyalty team. This position leads CRM-driven campaign and promotional performance analytics, ensuring CRM and Loyalty programs deliver measurable business impact. The Sr. Director serves as a strategic partner to assigned brand leadership and the SVP while helping shape enterprise CRM strategy and transformation initiatives. ### Education * Bachelor's degree in Marketing, Business, Analytics, or a related field, or equivalent professional experience. ### Work Experience * 10+ years of CRM and lifecycle marketing leadership at a multi-location consumer brand. * Deep experience with enterprise CRM platforms such as Salesforce Marketing Cloud, Marigold, or comparable systems. * Demonstrated loyalty program experience with platforms such as Punchh, Kpbie, or comparable platforms. * Demonstrated 1P data strategy expertise; experience rebuilding or scaling a 1P data motion. * Multi-brand, franchise, or portfolio context preferred. * Demonstrated experience in developing and executing successful multichannel CRM strategies ### Skills & Abilities * Strong segmentation and personalization track record. * Strong cross-functional credibility with brand, paid media, analytics, and IT/technology partners. * Builder's mindset; demonstrated track record leading migrations, rebuilds, or rebrands. * Strong executive presence; able to operate at the senior level with brand and franchisee leadership. * Strong written and verbal communication skills. * Sound judgment in managing brand-funded marketing investments to fiduciary standards. ### Travel Requirements * May be required to travel up to 25% of the time