Director of CRM & Retention

Job Title : Director of CRM & Retention

Location : Remote - Latin America

Salary : Competitive salary (open to negotiation based on experience)

As a Director of CRM & Retention, you will own the lifecycle marketing and customer loyalty across multiple channels. Reporting to the VP of Marketing and managing an Email Marketing Specialist, this role will be responsible for designing and optimizing CRM campaigns, enhancing the post-purchase journey, and using data-driven insights to deliver impactful segmentation and personalization. The ideal candidate brings deep expertise in CRM, customer engagement, and retention strategies, with proven success in managing tools, leading teams, and leveraging analytics to drive measurable business growth.

Key Responsibilities

• Customer Marketing Strategy : Lead the planning, development, and execution of CRM campaigns in partnership with the brand team. Manage campaigns across various channels, including email, SMS, push notifications, and in-app messaging to engage and retain customers.
• Post-Purchase Consumer Experience : Collaborate cross-functionally to design and implement a comprehensive post-purchase experience that adds value and enhances customer retention, offering more than just the core product.
• Toolset Optimization for Customer Engagement : Manage and optimize customer engagement tools (e.g., ESP, Referral, Subscription) to drive meaningful customer interactions and results. Ensure the toolset remains competitive and aligned with business goals.
• Segmentation Strategy Development and Implementation : Develop and implement a thoughtful segmentation strategy by identifying key data points and deepening the understanding of customer behavior. Integrate segmentation into CRM efforts to enhance personalization and targeted engagement.
• Testing & Analysis for Continuous Improvement : Conduct tests and analyze the performance of CRM campaigns to continuously optimize tactics. Use data-driven insights to inform strategic decisions and improve the effectiveness of all CRM initiatives.
• Own the performance and operational success of CRM channels by managing their execution, optimization, scalability, testing, and reporting, ensuring they provide a strong foundation for marketing efforts while driving retention, CLV, and business growth.
• Develop and implement tactical CRM initiatives to enhance customer experience across key touchpoints—including email, SMS, Subscription, and e-commerce interactions—focusing on converting prospects, engaging non-subscribers, and retaining subscribers, with an emphasis on channel performance over content or creative direction.
• Leverage customer data and insights to identify opportunities for segmentation, personalization, and targeted interventions, enabling marketing teams to create impactful strategies while maintaining responsibility for channel infrastructure, operational testing, and execution.
• Own and optimize the CRM tech stack, touchpoints, and e-commerce customer interactions by managing relationships with tech partners, leading the discovery and implementation of new tools, and ensuring seamless lifecycle marketing capabilities, retention tools, and operational scalability.
• Monitor, analyze, and report on CRM performance metrics, including testing results, to refine channel operations, uncover actionable opportunities, and improve acquisition, retention, and overall performance from a business perspective.

Qualifications

As part of our recruitment process, all candidates will be kindly asked to agree to Lago’s Confidentiality and Non-Circumvention Agreement. This ensures a respectful and professional experience for everyone involved.

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