Director, CRM, PLCC, & Customer Care

Compensation Data

Company Overview

For more than 70 years, TBC Corporation has been a leader in the mobility industry and one of North America’s largest marketers and distributors of automotive replacement tires through wholesale operations. Additionally, TBC responds to the needs of consumers in search of total car care at nearly 470 franchised tire and automotive service centers under the award-winning Big O Tires® brand. TBC is headquartered in Palm Beach Gardens, Florida.

With $5 billion in revenue and more than 3,000 employees in the U.S. and Mexico, TBC markets on a wholesale basis to regional tire chains and distributors serving independent tire dealers and with proprietary brands of tires specializing in passenger, commercial, farm and specialty tires. In 2005, TBC Corp. was purchased by Sumitomo Corporation of America (SCOA). SCOA is the largest subsidiary of Sumitomo Corporation, one of Japan’s major integrated trading and investment business enterprises. In 2018, Michelin, the largest tire manufacturer in Europe, invested in the company which is now a 50:50, privately held joint venture between Sumitomo and Michelin.

Our values are the foundation of our work, how we interact with each other, and the strategies we employ to fulfill our purpose. These are the practices we use every day – in everything we do:

• Integrity - We act honestly because nothing is more important than our reputation.

• Teamwork - We are better together.
• People-Focused - We put people first – our Associates, customers, franchisees, and partners – and cultivate a respectful, collaborative, and inclusive culture, top to bottom, inside and out.
• Accountability - We own our actions and decisions; we do what we say we are going to do.
• Leave Everything Better - We innovate to improve everything we touch, and we take actions now to protect the future.

Description

As the Director of CRM, PLCC & Customer Care at Big O Brands, you will lead the strategy, execution, and continuous improvement of our customer engagement, retention, and customer care initiatives. This role is responsible for maximizing the value of Big O's CRM platform, Private Label Credit Card (PLCC) program, customer loyalty efforts, and customer care operations, including oversight of our customer contact center partner in Mexico. This position is accountable for one of the Company's largest National Marketing Fund investments and is responsible for delivering measurable business outcomes through increased customer retention, improved customer lifetime value, PLCC growth, and enhanced customer experience performance.

Responsibilities

CRM Strategy & Customer Lifecycle Management

• Develop and execute a comprehensive CRM strategy aligned with company growth, retention, and profitability objectives.
• Lead customer lifecycle marketing efforts across acquisition, retention, reactivation, and loyalty programs.
• Oversee CRM platforms, customer data strategies, segmentation models, and customer journey orchestration.
• Ensure CRM systems effectively support targeted marketing, customer engagement, and revenue generation initiatives.
• Continuously optimize customer journeys using customer insights, behavioral data, and campaign performance metrics.
• Drive adoption and utilization of CRM capabilities across the organization and franchise network.

Customer Engagement & Retention

• Develop strategies that increase customer retention, repeat visits, frequency of service, and customer lifetime value.
• Design and execute personalized, multi-channel marketing campaigns leveraging customer data and analytics.
• Identify opportunities to improve customer engagement and strengthen brand loyalty.
• Monitor customer behavior and feedback to proactively address retention risks and improve customer satisfaction.
• Implement and optimize loyalty, retention, and reactivation strategies that drive measurable business results.

Additional Responsibilities

Customer Care & Contact Center Leadership

• Provide strategic leadership and oversight of Big O's Customer Care function, including management of the customer contact center team and partner operations based in Mexico.
• Ensure customer inquiries, complaints, escalations, and service recovery efforts are handled consistently, professionally, and in alignment with Big O brand standards.
• Establish customer care performance standards and service level expectations across all communication channels.
• Monitor and improve CSAT, NPS, CES, response times, first-contact resolution, and escalation trends.
• Lead service recovery programs designed to improve customer retention and protect franchise and brand reputation.
• Partner with Franchise Operations and franchise owners to resolve customer issues effectively.
• Drive continuous improvement initiatives to enhance customer care processes, training, quality assurance, and operational efficiency.
• Develop customer feedback loops that provide actionable insights throughout the organization.

Marketing & CRM Collaboration

• Partner with Marketing to develop and execute customer acquisition, retention, loyalty, and reactivation campaigns.
• Leverage CRM and first-party customer data to create targeted and personalized marketing programs.
• Support promotional strategies that drive store traffic, engagement, and revenue growth.

Continued Responsibilities

Private Label Credit Card (PLCC) Program Leadership

• Lead the strategic direction, growth, and optimization of the PLCC program.
• Develop marketing and engagement strategies that increase awareness, application rates, activation, utilization, and repeat use.
• Increase franchisee engagement and advocacy for the PLCC program.
• Monitor program performance, compliance, profitability, and customer satisfaction metrics.

Franchisee Engagement & Support

• Build strong relationships with franchisees to support CRM, PLCC, and customer experience objectives.
• Serve as a trusted advisor to franchise owners on customer retention, customer care, and loyalty strategies.

Data Analytics & Customer Insights

• Analyze customer, transaction, and engagement data to identify trends and opportunities.
• Develop reporting dashboards and executive scorecards that measure program effectiveness.

Added Responsibilities

Budget Management & ROI Accountability

• Manage CRM, customer care, customer experience, and PLCC-related budgets and resources.
• Evaluate and report on ROI for CRM, customer retention, customer care, and PLCC initiatives.

Leadership & Cross-Functional Collaboration

• Lead and develop high-performing CRM, Customer Care, and Customer Experience teams.
• Collaborate closely with Marketing, Operations, IT, Finance, Legal, Franchise Operations, and external partners.
• Other duties as assigned.

Qualifications

• Bachelor's degree in Marketing, Business, Customer Experience, Communications, or related field; MBA preferred.
• 10+ years of progressive leadership experience in CRM, Customer Experience, Customer Care, Loyalty, Marketing, or related disciplines.
• Experience managing contact center operations and PLCC programs.
• Strong analytical, financial, leadership, and communication skills.
• Bilingual in Spanish /English is a plus

Benefits

• Market competitive compensation
• 401(k) and Roth with company match. Immediate 100% vesting
• Comprehensive benefits including medical, dental and vision
• Company paid short term disability and employer subsidized long term disability
• Company paid life insurance
• Discounted tire purchasing
• Tuition reimbursement
• Employee assistance program
• Generous paid vacation and paid time off
• Customizable voluntary benefits
• and More!!!