Sr. Director CRM and Loyalty

About The Team

About The Team

Marketing

brings our brand to life through deep expertise and an authentic love for pets. The team is dedicated to delivering personalized experiences for our consumers, supported by best-in-class, data-driven marketing capabilities. The work spans key areas including Loyalty, Customer Analytics & Research, Brand Experience & Creative, and Omni-Channel Marketing. Each team member brings a unique perspective, working together to create meaningful and engaging experiences for both pets and pet parents.

About the Location

Collaborative Work Environment

At PetSmart, teamwork and connection are core to how we thrive. This role is based at our Phoenix Home Office, with an expectation of working a minimum of four days in the office each week. In a standard work week, associates may work up to one remote “flex day” (with leader approval). Our hybrid approach is designed to foster strong collaboration while also supporting flexibility and individual success.

About The Job

The Sr. Director, CRM & Loyalty is a strategic marketing leader responsible for guiding and connecting the CRM and Loyalty functions to drive customer and business growth. This role serves as the executive owner of email, SMS, push & other direct channels and leads the strategic direction and evolution of the Treats Rewards loyalty program. By bringing together customer insights, personalized communications, and loyalty experiences, this leader will drive customer demand, engagement, retention, frequency and lifetime value.

As a key member of the Marketing Leadership Team, the Sr. Director helps shape the broader marketing agenda and represents Marketing across the enterprise, building effective cross-functional partnerships to deliver cohesive omnichannel customer experiences.

Key Responsibilities

CRM Strategy, Planning & Operations

• Serve as the executive owner of email, SMS, push and other direct channels, setting strategic direction, representing performance and priorities, and providing a clear point of view on how CRM channels can drive customer demand, customer engagement and business outcomes.
• Provide strategic oversight of CRM campaign planning, ensuring plans are grounded in clear objectives, audience and channel strategies, and compelling customer communications.
• Partner across Brand, Media, Marketing, Creative and Digital teams to integrate CRM into cohesive omnichannel plans that support broader commercial and operational priorities.
• Ensure strong CRM campaign execution, including development, QA & operational deployment, maintaining high standards of operational excellence & deliverability.
• Champion the modernization of CRM capabilities and ways of working, advancing automation, AI-enabled decisioning and the operating model to improve efficiency and personalization.

Loyalty Strategy & Program Leadership

• Lead the enterprise strategy for the Treats Rewards program, including the member experience, member benefits and long-term roadmap to deepen customer relationships, increase engagement & strengthen customer lifetime value.
• Identify opportunities to increase member engagement and strengthen the value of Treats Rewards for both customers and the business, in partnership with Commercial and Operational teams.
• Lead the development of loyalty initiatives, experiences and benefits that provide meaningful customer value and direct business outcomes.
• Own the core program economics for Treats Rewards, ensuring its benefits deliver meaningful customer value and sustainable business returns.
• Monitor customer expectations, competitive programs and industry trends to inform the continued evolution of the loyalty program.

Integrated Customer Strategy & Team Leadership

• Lead and develop the CRM and Loyalty teams, establishing a shared vision and priorities while supporting the distinct expertise and responsibilities of each function.
• Connect CRM and Loyalty strategies to create cohesive customer journeys spanning engagement, onboarding, retention and reactivation.
• Identify and prioritize customer growth opportunities that increase engagement, frequency, cross-category participation and lifetime value.
• Establish an integrated test-and-learn and measurement approach to optimize customer journeys, communications, and loyalty experiences.

Organizational & Cross-Functional Leadership

• Build effective partnerships across Marketing, Digital, Merchandising, Services and Operations to advance shared customer growth priorities and long-range enterprise plans.
• Partner with Customer Data, Digital and Technology teams to shape the data and marketing technology roadmaps needed to advance personalization, automation, measurement and program performance.
• Lead strategic relationships with marketing technology partners, ensuring their capabilities and performance support CRM and loyalty priorities.

Qualifications & Experience

• 12+ years of progressive experience in strategic marketing, CRM, loyalty, lifecycle marketing, customer strategy or related areas, ideally within a retail, CPG or omnichannel organization.
• Proven ability to connect CRM and loyalty strategies with media and broader marketing activity to create cohesive omnichannel customer experiences.
• Deep understanding of audience strategy, customer lifecycle management, segmentation, personalization, testing and contact strategy.
• Proven financial & analytical acumen, with a track record of translating customer insights into business strategies and programs that create customer engagement, sales and lifetime value.
• Proven leadership presence, communication skills, and ability to influence across all organizational levels.
• Experience leading large teams in a matrixed, fast-paced environment.

Additional Job Considerations

• This role requires collaboration, teamwork, and face-to-face interaction with colleagues, leaders, and/or clients.
• Being in the office ensures access to leaders, cross-functional partners, and resources necessary to make timely decisions and drive results.
• On-site presence in accordance with our FlexSmart policy supports our culture of innovation, mentorship, and engagement, which is integral to our success in developing the best team.
• This is not intended to be an all-inclusive, exhaustive list of all essential job functions for this position. PetSmart retains the right to change or assign other required job duties to this position.

About The Culture

Our associates are the heart of Team PetSmart. Together, we’re building the best team in retail through our values-based culture, connection, and teamwork. Our goal is to create a culture where associates learn and grow together, thrive as effective teams and challenge each other to be the best they can be.

Our home office offers outstanding amenities in a fun and rewarding workplace including:

• Pet-friendly environment, bring your pets to work and enjoy the on-site dog park!
• On-Site Events & Adoptions, enjoy community-building opportunities, including pet adoption days, seasonal celebrations, family events, art events, & holiday festivals
• “Top Dog” gym with equipment, fitness classes, massage therapists, personal trainers, and wellness spaces
• “Sit & Stay” Café serving fresh breakfast and lunch options, snacks, & more
• “Lil Paws” NAEYC-accredited onsite childcare facility providing high-quality early education
• Paid Volunteer Opportunities to spend time doing good for causes close to heart
• Print Center and Business Services, Dry Cleaning, Mother's Rooms, Sustainable Infrastructure & more

PetSmart provides an equal opportunity for all associates and job applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, veteran status or other legally protected characteristics.