Director, CRM & Lifecycle

Location: Onsite in Midvale, UT, 84047

The Opportunity

We are seeking a passionate, results-driven leader to join our team as Director, CRM & Lifecycle. Using a data-driven approach and channel best-practices aligned to revenue & channel growth targets, this candidate will lead the CRM team in driving the strategy and execution of those efforts in support of our growing ecommerce business. ZAGG and mophie are experiencing a tremendous amount of growth and the person who fills this role will have the opportunity to use this momentum to their advantage and drive sustainable, accelerated growth for the business.

As the Director, CRM & Lifecycle, you will service the Ecommerce organization for the ZAGG and mophie brands. This role will use data, competitive research, and business ROI models to develop and evolve our CRM marketing programs. This role will focus on acquisition and retention of the customer journey to extend market reach and improve engagement and conversion rates for current and growing CRM channels.

Working cross-functionally with ecommerce GTM, global marketing, and other key stakeholders, this role will develop and implement strategies that will drive reach, engagement, conversion, and reactivation goals. In the near term, four priorities anchor the role: deepening our Attentive-driven email and SMS program, retraining mophie customers to shop mophie.com now that Attentive re-permissioning is complete, standing up a new lifecycle program for Warranty, and shifting ZAGG D2C from discount-led to content- and value-led marketing.

What You'll Own

• Responsible for driving Ecommerce CRM & lifecycle marketing strategy, with a focus on commercial success metrics for ZAGG and mophie.
• Own our Attentive program end to end across both email and SMS — deep, hands-on Attentive fluency is core to this role.
• Retrain mophie customers to shop mophie.com. Re-permissioning from ZAGG to mophie’s own Attentive instance is complete, but many customers are still in the habit of buying mophie product on ZAGG.com — build the lifecycle programs that shift that behavior for good.
• Design and launch a new lifecycle program for Warranty, roughly 1.5M orders a year today with zero cross-sell or upsell, built in lockstep with the January 1 Warranty launch.
• Move ZAGG D2C away from heavy promotion and toward quality, content-led marketing built on product and experience value, while protecting the customers and revenue currently driven by discounting.
• Collaborate with Ecommerce GTM, onsite merchandising and Global Marketing partners to build and maintain marketing calendar based on new product introductions and consumer moments.
• Lead a high-performing team to manage daily CRM & lifecycle marketing activities.
• Work cross-functionally to support Ecommerce, Brand marketing, and merchandising initiatives.
• Analyze engagement and revenue trends to ensure campaigns are meeting KPI goals.
• Collaborate with the greater growth marketing team to communicate results & develop cross-channel strategies, tactics and initiatives with the consumer at the center of everything that we do.
• Manage subscriber database and develop segmentation strategies to increase engagement and retention. Set subscriber acquisition strategy and collaborate on tactical execution.
• Strategize targeted customer communication programs across digital and mobile platforms to improve retention and maximize lifetime value.
• Collaborate with your team & analytics to generate marketing reports that support data-driven decision making.
• Influence and collaborate across functions in a matrixed environment.
• Maintain up-to-date knowledge of best practices and latest developments in digital marketing & ecommerce.
• Create and implement audience/creative testing methodologies to achieve actionable insights and improve campaign performance.
• Seek out new opportunities to innovate.

How We’ll Measure Success

• Incremental net profit, not just revenue or opens/clicks, with holdout testing as the standard test-and-learn methodology for every major program.
• Conversion into ZAGG’s and mophie’s highest-margin products, tracked as an explicit objective of CRM & lifecycle campaigns, not just a byproduct of volume.

What We're Looking For

Requirements

• Bachelor’s degree in marketing, communications, advertising or related field.
• Minimum 8 years of hands-on experience managing email and direct-to-consumer CRM campaigns, preferably in strong retail and ecommerce environments.
• Deep, hands-on experience with Attentive across both email and SMS, this is a requirement, not a nice-to-have.
• Experience shifting customer purchasing behavior across channels, for example, migrating a base of buyers from one retail domain to a brand’s own site — through lifecycle marketing rather than paid acquisition.
• Experience building a lifecycle program from scratch around an underdeveloped revenue stream (e.g., warranty, service, or post-purchase), including cross-sell and upsell strategy.
• Track record of shifting a DTC customer base away from heavy discounting toward content- and value-led marketing without losing the customer.
• Experience planning, executing, and measuring multi-channel, CRM strategies with goal of driving short or long-term revenue & consumer growth.
• Proven ability to “run the business by the numbers,” using analytics, including incremental lift and holdout testing, to drive action & optimization.
• Experience quantifying subscriber engagement across multiple channels and creating alignment with overall business goals/initiatives.
• Experience communicating with cross-functional partners & leveraging feedback to improve campaign performance.
• Strong project management skills with the ability to multi-task and stay organized.
• Excellent communication (both written and verbal) skills.
• Critical thinker with strong problem-solving skills.
• Takes initiative to generate ideas to drive business and contribute to organizational effectiveness.
• Results oriented. Strives to hit metric-driven goals and searches for the right solutions for ZAGG and mophie and the customer.
• Team player with demonstrated ability to work effectively with multiple cross-functional groups.

Preferred

• Multi-brand lifecycle marketing experience — managing CRM/lifecycle programs across more than one brand or customer base.