Global CRM Director: Lifecycle, Retention & Growth

Applied Labs; Beverly Hills (CA); Hybrid; USD 200,000 - 240,000; Full time

Job summary

Alo seeks a Director of International CRM to lead global customer engagement across email, SMS, and push, driving lifecycle programs from welcome through reactivation. You’ll shape a scalable, data-driven strategy that localizes for multiple regions while aligning with brand goals and revenue targets.

Success requires 8–10+ years in CRM with 5+ years in leadership, deep analytics, and strong cross-functional influence across marketing, product, and retail.

Qualifications

• 8-10+ years in CRM, lifecycle, or retention marketing; 5+ years in senior leadership.
• Experience leading CRM at scale for a global retail, lifestyle, or consumer brand.
• Deep expertise in email, SMS, and push, including automation and personalization.
• Demonstrated success in driving international CRM strategies.
• Strong analytical background; fluency in marketing technology and data platforms.

Responsibilities

• Define Alo’s international CRM strategy, balancing U.S. maturity with international growth needs.
• Drive the evolution from a merchandise-calendar-driven approach to a customer-centric, lifecycle-driven strategy.
• Establish a long-term international CRM roadmap aligned with Alo’s brand vision and revenue goals.
• Oversee all International CRM campaigns across email, push, and SMS, ensuring world-class creative, segmentation, and execution.
• Lead lifecycle programs (welcome, retention, loyalty, reactivation, winback) across all regions.
• Build frameworks for testing, optimization, and personalization to continuously improve engagement and retention.
• Partner within-market stakeholders to localize messaging strategies that reflect regional consumer behaviors and cultural nuances.
• Establish CRM as a driver of growth in new markets, ensuring scalability of tools, processes, and reporting.
• Partner with Consumer Insights and Data Science to define segmentation strategies, develop predictive models, and measure impact on LTV.
• Create consistent reporting frameworks for international CRM performance, including KPIs by region.
• Use insights to inform broader growth, merchandising, and product strategies.
• Define clear roles, responsibilities, and KPIs for the people on your team to ensure accountability and impact.
• Champion cross-functional alignment, ensuring CRM is fully integrated with Paid Media, Loyalty, Integrated Marketing, Retail, and Creative.
• Stay ahead of industry trends in lifecycle marketing, bringing innovation to Alo’s global strategy.
• Partner with Engineering/Product teams on CRM integrations and automation.
• Strong understanding of mobile-first consumer retail behavior and messaging platforms, including WhatsApp, WeChat, KakaoTalk, and LINE.

Skills

CRM strategy

Lifecycle marketing

Email marketing

SMS marketing

Push notifications

Data analytics

Global growth

Leadership

Cross-functional collaboration

Job description

Alo seeks a Director of International CRM to lead global customer engagement across email, SMS, and push, driving lifecycle programs from welcome through reactivation. You’ll shape a scalable, data-driven strategy that localizes for multiple regions while aligning with brand goals and revenue targets.

Success requires 8–10+ years in CRM with 5+ years in leadership, deep analytics, and strong cross-functional influence across marketing, product, and retail.