About Kendra Scott We are a fashion-lifestyle brand of big dreams, colorful confidence, and inspired design. Founded on Family, Fashion and Philanthropy, we believe that our employees and customers are the heart and soul of our brand, and that giving back is the truest form of success. Fashion meets innovation in the design of our two state-of-the-art facilities based in the heart of Austin, Texas, and overflows into the design of our growing retail environment across the country.
Position Overview The Director, CRM will own email, SMS, and lifecycle marketing strategy, driving customer engagement, conversion, retention, and revenue growth. This leader will combine deep, hands-on expertise with strong analytical judgment to build effective campaigns, personalized customer journeys, and scalable lifecycle programs. Success in this role requires the ability to set strategic direction, develop talent, translate data into action, and make clear recommendations to senior leaders. This individual will bring a high-care, high-bar leadership approach and actively use AI to improve marketing effectiveness and drive customer segmentation, personalized communications at scale.
Key Responsibilities
CRM Strategy and Performance
- Own and lead email and SMS marketing strategy, connecting campaign and lifecycle priorities to customer needs and business goals.
- Own the CRM roadmap, campaign calendar, and prioritization of lifecycle initiatives, aligning team capacity and resources with business goals.
- Develop new and optimize existing customer journeys, automations, and trigger-based campaigns that convert subscribers into first-time purchasers and drive repeat purchase, retention, and reactivation.
- Lead advanced customer segmentation strategy to drive personalized communications at scale across Kendra Scott’s owned media channels.
- Set and manage channel and lifecycle performance goals across conversion, incremental revenue, revenue per message, repeat purchase, retention, and subscriber health.
- Establish a performance reporting and forecasting cadence that connects CRM activity to revenue targets and identifies opportunities, risks, and corrective actions.
- Identify why campaigns are underperforming, recommending solutions, and partnering with execution teams to implement improvements quickly.
- Develop contingency plans for missed performance targets, campaign disruptions, and shifting business priorities.
- Present performance insights, tradeoffs, and actionable recommendations to senior leadership.
Attentive, Segmentation, and Personalization
- Serve as a strategic and operational expert in Attentive, guiding program development, optimization, and reporting.
- Lead segmentation and personalization initiatives using customer behavior, purchase history, engagement, and lifecycle stage.
- Build and refine automated journeys and triggered communications to deliver relevant messages at the right moments.
- Establish a disciplined testing approach across audiences, messaging, creative, offers, timing, and frequency.
- Set standards for subscriber growth, deliverability, list health, and contact frequency to support sustainable channel performance.
- Partner with cross-functional teams to support data quality, campaign accuracy, and consistent customer experience.
AI and Continuous Improvement
- Actively apply AI tools and methodologies to improve segmentation, personalization, campaign development, and performance analysis.
- Identify practical opportunities to use AI to increase team efficiency and strengthen customer engagement.
- Clearly articulate how AI applications improve marketing outcomes and evaluate their effectiveness through measurable results.
Leadership and Cross-Functional Partnership
- Lead and develop the CRM team, establishing clear ownership, coaching expectations, and performance accountability.
- Lead with high care and high standards, reinforcing collaboration, and continuous improvement.
- Partner closely with Creative, Merchandising, Digital, Analytics, and campaign execution teams to align customer communications with business priorities.
- Collaborate with acquisition and loyalty partners to strengthen subscriber onboarding, first-purchase conversion, and ongoing engagement.
- Translate executive feedback into clear priorities and timely execution.
- Operate effectively in a fast-paced, high-visibility environment, balancing proactive planning with responsive decision-making.
Our Ideal Candidate
- Progressive experience in CRM, lifecycle, retention, or customer marketing within the retail industry (fashion and/or jewelry preferred), including team leadership and meaningful ownership of strategy and results.
- Proven success driving customer engagement, retention, and revenue growth for a consumer, retail, fashion, beauty, lifestyle, or digitally native brand.
- Deep, hands-on email platform experience, with Attentive email/SMS highly preferred, including ownership of email and SMS programs, automated journeys, segmentation, personalization, and reporting.
- Demonstrated ability to partner with acquisition and loyalty teams to create seamless subscriber onboarding, drive first purchase, and strengthen ongoing customer engagement.
- Experience developing CRM campaigns and lifecycle journeys that support loyalty or membership engagement strongly preferred.
- Strong understanding of retention, customer lifetime value, incrementality, and CRM effectiveness, including conversion, revenue per message, purchase frequency, and repeat purchase.
- Experience in an omnichannel environment, with an understanding of how customer communications influence e-commerce and store performance.
- Strong analytical judgment and the ability to connect customer insights, financial results, and creative decisions.
- Practical experience using marketing technology, automation, customer data platforms, and AI to improve outcomes.
- Previous experience successfully launching and managing segmented, personalized communications at scale.
- Proven ability to develop talent and influence cross-functional partners.
- Confident and proactive communication skills, with the ability to simplify complex information, make recommendations, and create alignment with senior leaders.
- A builder mentality: comfortable with ambiguity, responsive to feedback, and motivated to create capabilities that support growth.
- A shared appreciation for our core values of Family, Fashion, and Philanthropy.
The Ideal Leader The Director, CRM is a results-driven leader who translates customer engagement into measurable revenue growth. They bring a track record of improving conversion, retention, purchase frequency, and customer lifetime value through email, SMS, and lifecycle marketing. They will turn customer and business priorities into targeted campaigns and personalized journeys, with clear performance goals and accountability for results. Using data, creativity, technology, and disciplined testing, they will strengthen segmentation, scale effective programs, and adjust quickly when performance falls short. They will bring curiosity, initiative, and commercial judgment to convert subscribers into customers, deepen existing customer relationships, and build loyalty that drives long-term growth for Kendra Scott.
We are an equal opportunity employer and value diversity at our company.
