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Director, Loyalty & CRM Job

DATE: Jan 12, 2018

CITY: Columbus, OH, US, 43219

Company: DSW

Req #: 71382 
Location Name: Home Office, Columbus 
Department: Marketing 


At DSW, we believe in the power of shoes. We understand shoes bring out something great from within, and since 1991 we've been helping everyone feel the rush of finding that perfect pair. So when you work for DSW, you become a part of all that. A family whose core values are comprised of passion, accountability, collaboration, and humility. You become one of us, You become a Shoe Lover!


Basic Function:

This leader is responsible for all strategic efforts related to our loyalty and CRM programs, including integrated marketing and continuous optimization of the 25M loyalty member base.  This position will lead the long-term strategy while managing a team of associates who are responsible for the tactical management of our Rewards and credit card programs, multi-channel CRM strategies, and related operations.  Reporting to the Sr. Director, CRM & Marketing Analytics, this position will be highly visible in Marketing and with cross-functional partners to impact and influence the organization.


Essential Functions:

  • Develop strategies and recommendations for the Rewards program, including management of the customer lifecycle, customer segments, and integrated, multi-channel customer strategies
  • Lead annual and seasonal customer marketing planning as an integral component of the broader marketing and business planning process to ensure integrated strategies, continuous innovation, and profitable business growth
  • Identify, test, implement, and govern the optimum segmentation and contact strategy to maximize retention, increase sales, improve profitability, and enhance customer lifetime value
  • Partner with Marketing Analytics & Customer Insights teams to develop test & learn campaigns, define objectives, identify data needs, and understand insights to continue improving the customer experience and generate new sales drivers
  • Clearly communicate customer strategies and results to senior leadership and cross-functional stakeholders
  • Manage and optimize the annual budget
  • Lead the team, internal partners, and vendor relations to ensure programs are executed consistently, accurately, on-time, and on-budget
  • Develop and continuously refine capabilities, processes, and tools needed to support the long-term strategy
  • Serve as a core business expert on large cross-functional initiatives/projects; participate in strategic planning and design sessions, understand overall business implications, and represent loyalty & CRM needs for all requirements, insights, and recommendations


Job Requirements :


  • Experience in managing customer-driven experiences, strategies, and programs from concept through implementation and optimizing thereafter
  • Ability to thrive in a highly quantitative, fast-paced environment with changing business needs
  • Innovative thinker with ability to synthesize data and blend with intuition and experience
  • High degree of initiative, personal responsibility and ownership
  • Detail-oriented with strong organizational and project management skills
  • Superior process management skills with proven ability to identify and proactively solve problems
  • Ability to effectively prioritize and manage multiple projects simultaneously across the team while meeting deadlines; strong time management skills
  • Ability to work in a multi-team environment, in which various business owners and partners require support
  • Excellent verbal and written communication skills with the ability to influence at the leadership level and with cross-functional partners
  • Understanding of key metrics, financial analysis, ROI, etc.
  • Advanced understanding of the balance between business and customer needs



  • Undergraduate degree in Marketing; Master’s degree preferred



  • 7+ years of experience managing integrating loyalty and CRM strategies and programs driven by customer data, business insights, and superior customer experiences
  • Solid experience in end-to-end oversight of marketing strategies and execution, including annual/seasonal marketing planning, budget management, tactical execution, vendor management, quantitative and qualitative hindsight, CRM tools and operational processes
  • 5+ years of experience leading, managing, and developing internal talent

Retail experience required

DSW believes that all persons are entitled to equal employment opportunities. We do not discriminate against any protected class including race, color, religion, religious creed, gender, sex, national origin, age, physical disability, mental disability, medical condition (defined as genetic information or impairments related to cancer), ancestry, marital status, family care leave, military and veteran status, citizenship status, sexual orientation, gender identity, gender expression, genetic information, or based on any protected category under federal, state, or local laws. DSW also makes reasonable accommodations for qualified applicants and associates with disabilities unless doing so creates an undue hardship, in accordance with all legal requirements. Any applicant or associate who requires an accommodation to perform the essential functions of the job should contact Human Resources to request that accommodation. 


Nearest Major Market: Columbus

Job Segment: Manager, Retail Sales, Strategic Planning, CRM, Project Manager, Management, Retail, Strategy, Technology