Director of CRM Lifecycle Marketing

Who we are:

Visual Comfort & Co. is the premier resource for decorative and architectural lighting, ceiling fans, system controls and automated shading solutions from the most influential designers in the world. We are proud to offer a market-leading range of premium products across categories, styles and price points, remaining committed to beautiful design and, above all, a world-class customer experience.

This role is responsible for collaborating with Sales, Performance Marketing, Ecommerce, Analytics, and Brand & Creative to develop and execute CRM and lifecycle marketing strategies that drive customer engagement, retention, and lifetime value. Duties include establishing customer segmentation and lifecycle journeys, managing Email and Direct Mail programs, developing testing and measurement strategies, identifying opportunities for personalization and automation, and supporting customer acquisition efforts through targeted audience strategies.

Visual Comfort Offers:

• Work-Life Balance: Monday – Friday, 8:00am – 5:00pm
• Training & Development: A comprehensive and structured training program, complemented by ongoing education and opportunities for career advancement.
• Paid Time Off: Generous vacation accrual and paid time off policies.
• Holidays: 7 paid holidays per year, in addition to 2 floating holidays.
• Compensation: Competitive compensation plan
• Health Benefits: Visual Comfort covers the majority of employee medical premiums, and offers competitive vision and dental coverage available starting the first of the month following your start date.
• Insurance: Company-provided life insurance and short-term disability coverage.
• Retirement: 401(k) plan with company matching up to 4%, available beginning the first of the month following your hire date.

How success is defined:

• Develop and implement CRM and lifecycle marketing strategies across Consumer, Trade, and other priority customer segments to drive engagement, retention, reactivation, and lifetime value.
• Assess CRM programs, customer journeys, segmentation, data, and performance to identify opportunities, capability gaps, and areas for continuous improvement.
• Establish customer segmentation, prioritization, and lifecycle frameworks based on customer behavior, value, engagement, lifecycle stage, and commercial opportunity.
• Develop differentiated customer journeys across onboarding, activation, engagement, retention, and reactivation, including strategies tailored to high-value Consumer and Trade customers.
• Lead Email and Direct Mail strategies, including audience selection, segmentation, cadence, personalization, testing, circulation, and performance optimization.
• Identify and implement opportunities to expand triggered communications, personalization, automation, and emerging customer communication capabilities as customer data and technology evolve.
• Partner with Analytics and Sales to identify high-value customer segments, customer behaviors, growth opportunities, and actionable insights that inform marketing and Sales priorities.
• Partner with Performance Marketing to translate customer insights and high-value segments into paid acquisition, prospecting, lookalike, and audience strategies aligned with broader business priorities.
• Collaborate with Sales to develop scalable CRM and lifecycle programs that support Trade customer relationships, priority accounts, markets, and commercial opportunities while maintaining a premium customer experience.
• Partner with Brand & Creative to develop channel-appropriate customer communications that deliver a consistent and elevated Visual Comfort brand experience.
• Partner with Ecommerce and Analytics to identify opportunities for customer personalization, product recommendations, digital journeys, retention, and increased lifetime value.
• Identify customer data, technology, and capability gaps and partner cross-functionally to develop solutions that support evolving CRM and lifecycle marketing needs.
• Establish testing, measurement, and reporting frameworks to evaluate retention, repeat purchase, active customers, purchase frequency, lifetime value, reactivation, incremental revenue, and overall program performance.
• Analyze customer and program performance to develop forecasts, investment recommendations, optimization opportunities, and performance updates for the CMO and senior leadership.
• Lead and develop CRM and lifecycle resources while fostering strong cross-functional partnerships and a culture of experimentation, accountability, and continuous improvement.
• Works effectively with others in a team environment to accomplish organizational goals and to identify and resolve problems.
• Exhibits and adheres to the established Visual Comfort Company Values.
• Must demonstrate commitment, dependability, punctuality, and adherence to agreed-upon schedule while maintaining a consistent presence in the workplace to effectively collaborate and communicate amongst co-workers and teams.

What you will bring:

• 8 - 12+ years’ previous experience in CRM, lifecycle marketing, customer marketing, retention, loyalty, or related areas, ideally within premium consumer, retail, ecommerce, home, fashion, or luxury-oriented businesses
• Demonstrated experience building or advancing CRM and lifecycle marketing capabilities, including customer segmentation, lifecycle journeys, personalization, testing, measurement, marketing automation, and Direct Mail
• Strong aptitude for and proficiency navigating CRM, Email, marketing automation, customer data, and related systems and programs, with the ability to leverage first-party data and customer analytics to inform lifecycle and audience strategies
• Experience developing differentiated strategies across multiple customer segments, ideally including Consumer and B2B/Trade audiences, and translating customer insights and commercial priorities into scalable owned and paid marketing programs
• Experience in interior design, custom home building products, luxury home furnishings and/or lighting industry a plus
• Exceptional organizational and time management skills, with a strong attention to detail and the ability to prioritize and handle multiple tasks and changing priorities
• Ability to achieve results both independently and through others by fostering a spirit of teamwork and cooperation
• Demonstrate exceptional communication across all contact channels, including email, chat and phone
• Commercially minded and customer-focused, with the ability to move comfortably between strategy and hands-on execution
• Available to work a flexible schedule including weekends, early mornings, late evenings
• Equivalent combinations of education and experience will be considered for this role

Compensation Range: $160,000 - $170,000

Compensation is based on individual factors, including skill set, relevant experience, and work location

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