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JOB ROLES

Vice President and Director CRM Growth

The Vice President, Growth & CRM is a strategic, data-driven marketing executive responsible for driving customer acquisition, engagement, retention, and revenue expansion. This leader oversees lifecycle marketing, CRM programs, customer data strategy, and cross-channel growth initiatives. The VP partners closely with Product, Marketing, Analytics, and Revenue teams to develop customer-centric strategies that accelerate growth, improve LTV, and deliver measurable ROI.

 Key Responsibilities:

Qualifications:

Growth Strategy & Leadership

  1. Develop and execute a comprehensive growth strategy spanning acquisition, activation,
    engagement, retention, and win-back.
  2. Lead cross-functional initiatives that directly impact revenue, user growth, and customer
    lifetime value.
  3. Align growth and CRM strategies with overall corporate objectives, product roadmap,
    and brand goals.
  4. Own forecasting, KPI setting, and performance reporting for all lifecycle and growth programs.

CRM & Lifecycle Marketing

  1. Oversee all CRM channels (email, SMS, in-app, push, paid retention) and ensure
    personalized, timely customer communications.
  2. Architect end-to-end customer journeys that increase engagement and build long-term loyalty.
  3. Manage segmentation strategies, customer cohorts, personalization logic, and trigger-
    based flows.
  4. Scale automated lifecycle programs using modern CRM, CDP, and MarTech tools.

Data, Analytics & Experimentation

  1. Champion a test-and-learn culture through A/B testing, multivariate testing, and iterative
    optimization.
  2. Partner with analytics to deepen customer insights and refine segmentation, targeting, and predictive modeling.
  3. Leverage customer data platforms, attribution models, and dashboards to uncover opportunities and improve efficiency.
  4. Translate complex performance metrics into clear narratives for executive leadership.

Cross-Functional Collaboration

  1. Work closely with Product, Sales, CX, and Brand teams to align lifecycle programs with
    product enhancements and business priorities.
  2. Collaborate with the Performance Marketing team to ensure acquisition and retention are tightly connected.
  3. Direct external agencies and partners to support CRM execution and creative development.

Team Leadership

  1. Build, mentor, and scale a high-performing CRM, Lifecycle, and Retention team.
  2. Establish clear goals, workflows, and executional excellence across all growth and CRM initiatives.
  3. Drive culture of innovation, accountability, and customer obsession.
  1. 10+ years of experience in CRM, Growth Marketing, Lifecycle, Retention, or Customer
    Engagement roles.
  2. Proven success leading large-scale CRM and growth programs in a B2C, DTC, SaaS,
    subscription, marketplace, or e-commerce environment.
  3. Hands-on expertise with CRM and Martech tools (e.g., Salesforce, Braze, HubSpot,
    Iterable, Klaviyo, Marketo, CDPs, analytics platforms).
  4. Strong analytical mindset with experience using data science, attribution, cohort analysis,
    and LTV modeling.
  5. Track record of driving measurable revenue impact through segmentation, automation,
    and personalized customer journeys.
  6. Exceptional leadership, communication, and stakeholder management skills.
  7. Experience building teams and managing significant budgets tied to revenue outcomes.

KPIs This Role Owns

  1. Customer Acquisition Cost (CAC) Efficiency
  2. Activation & Onboarding Conversion Rates
  3. Engagement Metrics (DAU/MAU, repeat sessions, email & push performance)
  4. Retention & Churn Reduction
  5. LTV, NDR, and customer revenue expansion
  6. Reactivation & Win-Back performance
  7. CRM program ROI and contribution to pipeline/revenue
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