Director of CRM Marketing

Job Summary: 
iHerb is seeking a Director of CRM marketing who will own and scale our CRM and retention marketing program.  This role will lead our email & mobile apps engagement team, and will own and drive execution of our customer lifecycle marketing strategies to build loyalty, cross-sell, increase lifetime value and reduce churn.                            
Job Expectations: 
  • Lead the CRM strategy and execution of all international lifecycle marketing communications 
  • Manage day-to-day efforts across email, In-app, push, and other communication channels 
  • Develop the experimentation, optimization and testing roadmap for marketing campaigns through email, app push and in-app notifications that directly impact user acquisition, engagement/retention, subscriber conversion, and churn. 
  • Own CRM KPIs, including deliverability, open rate, click rate, conversion rate, opt-out rate, revenue, as well as specific business goals around individual campaigns. 
  • Manage relationships with vendors for CRM/ESP, internal email, and other email marketing systems 
  • Create a best-in-class retention and engagement strategy by keeping up to date with latest trends 
  • Manage a regular performance reporting cadence to communicate initiatives and results to the broader organization 
  • Partner with teams across the organization (in particular Product, Tech, Data Science, BI and Paid Media) to drive maximum integration of all CRM marketing initiatives 
  • Develop and execute CRM strategies and communications in promotional, transactional, lifecycle, triggered and rewards-focused campaigns to drive retention, revenue growth, and win-backs 
  • Develop a deep understanding of what resonates with the users and create customer journeys 
  • Optimize business rules that automate and drive content, triggers, audience segmentation, channel selection, creative messaging and communications cadence 
  • Approve, establish and enforce direct communication rules and restrictions. 
  • Work with BI to report on activity and effectiveness of all retention and CRM efforts 
  • Collaborate closely with our country marketing managers to devise localized campaigns that resonate with specific geographic target groups. 
  • Set client retention strategy and develop and expand loyalty programs 
  • Leverage data science and marketing automation to distil customer insights and drive personalized experiences 
  • Inform and influence offers, promotions and journeys required to drive increased LTV. In particular, work to build save strategies and promotions to reduce churn and incentivize loyalty. 
  • Plan and supervise the content for all of our Email communications - Outreach, sales, transactional Emails, lifecycle Emails and more 
  • Grow and develop the CRM and email team 


Knowledge, Skills and Abilities:
  Required:      
  • Ability to thrive in a dynamic and fast-paced environment, drive change and collaborate effectively with a variety of individuals and teams

  • Strong business acumen, quantitative analytical and personal communication skills

  • Track record of developing successful, scalable Retention & CRM programs

  • Expert in database segmentation strategies.

  
Equipment Knowledge: 
  • Advanced knowledge of MS Excel 
  • Advanced knowledge of enterprise email service provider platforms (ESPs) 
 
Experience Requirements:
Generally requires a minimum of 
  • Minimum 10 years of experience in marketing roles with a focus on Lifecycle and CRM 
  • 4+ years of experience managing, developing, and growing a team 
  • Deep expertise in ESP/CRM platforms, push notifications, and email best practices 
  • Excellent analytical and organizational skills 
  • Strong technical experience with history of collaborating with engineering, data science, business intelligence, and more 
  • Ability to interpret data and derive insights to influence marketing strategy 
  • Experience working with executive leadership to explain and present the work of a Lifecycle/CRM team 
 
Education Requirements: 
Bachelor’s Degree in Business or related field preferred, or a combination of education and equivalent work experience.

Please Note:  At this time we are not offering any employer-sponsored work authorization.​ 

iHerb Inc.​is a leading online retailer of nutritional supplement and wellness products (vitamins, minerals, herbs, botanicals, bath and beauty, pet care, sports nutrition and children's health).​ Via its e-Commerce website, iHerb.​com delivers 35,000 products from over 1,500 brands direct to the customer in more than 180 countries.​ iHerb carries trusted brands customers love around the world.​ 

iHerb's growth has been recognized by Internet Retailer as a top 500 e-Commerce provider in North America and recently as a top 300 mobile commerce business in the world.​  In 2013 Google bestowed iHerb with its Google Trusted Store designation having shipped over 1,000,000 orders to customers in the US market with a 98%​ on-time shipping and a 99.​9%​ issue free orders.

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