Director, Loyalty & CRM

From Aisle to Algorithm and for All Life’s Moments , at David’s Bridal, we empower our customers and our employees to stay true to their dreams and find the one, whether that means the event or the wedding dress that matches a personal style—or the career that is a perfect fit. Join a company that dominates the products in their category – 1 out of 3 being sold by them and taking care of them with one of the highest customer service scores in retail!

Job Title: Director, Loyalty & CRM

Location: Remote with travel as needed

The Director, Loyalty & CRM is a high-impact leadership role responsible for shaping how David’s and Pearl build deeper, more valuable customer relationships across the lifecycle. This leader owns strategy across loyalty, CRM, email, SMS, segmentation, and personalization—bringing together customer data, technology, and insights to create increasingly relevant experiences and drive measurable customer and business growth.

This is an opportunity to lead the next evolution of an established CRM and lifecycle marketing foundation while shaping the future of David’s and Pearl loyalty experiences, personalization capabilities, and broader CRM ecosystem. The Director leads the loyalty and email/SMS teams, influences the marketing technology roadmap, and partners across the organization to turn customer insight into action. Success will be measured through customer identification/opt-in growth, loyalty membership and engagement, qualified appointment generation and conversion, second and repeat purchase, cross-category purchasing, retention/reactivation, CRM-driven revenue, and incremental business impact.

Key Responsibilities:

CRM, Lifecycle & Personalization

• Own CRM, lifecycle, segmentation, and personalization strategy across David’s and Pearl, translating customer data, behaviors, and signals into differentiated audiences, journeys, communications, and experiences.
• Lead the ongoing optimization and expansion of triggered and lifecycle journeys across key customer moments, including acquisition and opt-in, appointment, purchase, event milestones, second purchase, cross-category engagement, Pearl experiences, retention, and reactivation.
• Develop and continually evolve a scalable segmentation framework incorporating lifecycle stage, customer behavior, purchase history, loyalty status, engagement, event timing, category affinity, and other relevant signals.
• Advance personalization by expanding the use of dynamic, predictive, and next-best-action approaches across email, SMS, loyalty, and other addressable experiences.
• Identify high-value customer behaviors and opportunities to increase repeat purchase, cross-category penetration, retention, and lifetime value while optimizing the overall communication mix.
• Partner with Analytics, Digital, and Technology to identify data gaps and define the data, models, integrations, and capabilities required to continually advance customer decisioning and personalization.

Loyalty Strategy

• Own the strategy and evolution of David’s loyalty program and Pearl loyalty experiences, including program positioning, structure, tiers, benefits, rewards, experiences, and member value proposition.
• Set strategic priorities for membership growth, engagement, redemption, second purchase, cross-category behavior, retention, and lifetime value, guiding the Loyalty Manager in execution across campaigns, offers, partnerships, promotions, and member experiences.
• Define how Pearl experiences, benefits, partners, and customer signals integrate into the David’s customer journey, creating connected experiences across the broader ecosystem.
• Partner with Finance and Analytics to evaluate loyalty program economics and incremental impact, including revenue, reward cost, redemption, breakage, and ROI.

Email, SMS & Marketing Technology

• Lead email and SMS strategy and performance, establishing channel roles, contact strategy, audience priorities, and lifecycle orchestration, with day-to-day execution led by the CRM team.
• Lead the continued evolution and optimization of David’s established triggered, automated, and campaign-based email and SMS programs, expanding personalization and journey sophistication while maintaining strong deliverability, compliance, channel health, and customer experience.
• Define the business requirements and technology roadmap required to enable David’s CRM, loyalty, and personalization vision, assessing current and future ESP, SMS, CDP, loyalty, and related capabilities to determine the right platform ecosystem.
• Lead the marketing strategy and business workstream for platform optimization, vendor selection, implementation, migration, and capability evolution as appropriate, translating customer strategy into business requirements, use cases, data needs, and implementation priorities.
• Own strategic relationships, performance, and accountability across CRM and loyalty technology and service partners; evaluate emerging capabilities, including AI and machine learning, that can improve personalization, decisioning, and efficiency.

Measurement & Optimization

• Own CRM and loyalty performance against key customer and business outcomes, including customer identification/opt-in growth, loyalty membership and engagement, qualified appointment generation and conversion, second and repeat purchase, cross-category penetration, retention/reactivation, customer lifetime value, CRM-driven revenue, and incremental business impact.
• Partner with Analytics to develop testing and measurement approaches that help distinguish customer self-selection and correlation from true incremental impact.
• Establish a disciplined testing roadmap and translate performance and customer insights into clear recommendations on priorities, investment, and tradeoffs to maximize customer and business value.
• Develop effective dashboards and business reviews, communicating customer and program performance succinctly to senior leadership.

Team & Cross-Functional Leadership

• Lead and develop the Manager, Email/SMS and Manager, Loyalty, providing strategic direction to the broader CRM team and establishing clear priorities, accountability, and ownership.
• Build team capabilities in lifecycle marketing, testing, analytics, personalization, and customer strategy.
• Serve as the organization’s subject-matter leader for CRM, loyalty, lifecycle marketing, segmentation, and personalization.
• Partner across Digital, Ecommerce, Technology, Analytics, Merchandising, Creative, Stores, Finance, and Customer Service to deliver connected customer experiences and inform broader business planning.
• Influence senior stakeholders and translate complex customer, data, and technology opportunities into clear business strategies, priorities, and investment cases.

Required Qualifications:

• 8+ years of experience across CRM, lifecycle marketing, loyalty, retention, customer strategy, or related disciplines, including experience leading teams and complex cross-functional initiatives.
• Deep expertise in CRM strategy, segmentation, personalization, email/SMS, and lifecycle marketing, with demonstrated ability to use behavioral, transactional, and engagement data to develop sophisticated customer strategies and journeys.
• Experience developing or evolving loyalty programs and driving measurable improvements in customer engagement and value.
• Strong understanding of the marketing technology ecosystem, including ESPs, SMS platforms, CDPs, loyalty platforms, journey orchestration, and customer data activation; experience evaluating, selecting, implementing, migrating, or evolving major platforms strongly preferred.
• Strong analytical orientation with experience in experimentation, incrementality, retention, customer lifetime value, and translating customer data into strategic recommendations.
• Proven ability to lead and develop teams, influence cross-functional partners, and manage technology vendors, agencies, and strategic partners.
• Strong executive communication and presentation skills, with the ability to translate complex customer, data, and technology concepts into persuasive business recommendations.
• Retail, ecommerce, fashion, consumer services, or other high-volume B2C experience strongly preferred.
• Strategic customer leader who can connect loyalty, CRM, data, technology, and business priorities into a cohesive vision.
• Advanced segmentation and personalization thinker with the ability to translate customer signals into scalable strategies and experiences.
• Data-driven decision-maker with strong commercial judgment and a focus on incremental customer value.
• Technology-fluent leader who can define business requirements and guide platform and capability evolution.
• Strong people leader and cross-functional influencer with clear, persuasive executive communication skills.

Love wins when love is for Everyone!

Our mission at David’s Bridal is to embrace the ideas of Diversity, Equity, and Inclusion. It is our goal to build a workforce that is as representative as the customers we serve. We vow to create a culture where all forms of diversity are celebrated and seen as valuable.

David’s Bridal encourages applications from all qualified candidates. David’s Bridal has a great record of accommodating persons with disabilities. Contact Human Resources at View email address on click.appcast.io or View phone number on click.appcast.io if you need accommodation at any stage of the application process or want more information on our accommodation policies.

Policy: Candidate Use of AI in Live Interviews

We conduct interviews to evaluate each candidate’s own knowledge, judgment, and communication. During any live interview (virtual or in-person), candidates must not use real-time generative AI tools to compose or feed their answers. Candidates may use assistive technologies (e.g., screen readers, live captions) and may request reasonable accommodation in advance.

Disclaimer: The preceding job description has been designed to highlight the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive description of all duties, responsibilities and qualifications required of employees assigned to this job. Actual duties and responsibilities will vary. The standard base pay range for this role is posted at a minimum and maximum rate.

The starting rate of pay offered will vary based on factors including, but not limited to, position offered, location, training, and/or experience, and internal equity. This base pay range is specific to the state this role is posted in and may not be applicable to other locations.

At David’s Bridal, it is rare for an individual to be hired at the high end of the range in their role, but instead closer to the midpoint of the posted range, and compensation decisions are dependent upon the details and circumstances of each position and candidate.

Full Time Opportunity –A comprehensive benefits package is available.

• Rewarding Environment and Competitive Pay
• Generous Dream Maker Discount After First Pay Period
• Referral Incentive Program
• Dayforce Wallet – Get Paid Early!
• 401K Program
• Paid Vacation, Wellness Days & Holidays, including your Birthday off!