Position Summary/Objective Of Job We’re seeking a strategic, data-driven, and hands-on Director of Customer Relationship Management (CRM) to lead how we connect with guests across their full journey from the first scoop in-shop to lifelong fandom. This role blends brand love with analytical rigor to deepen relationships, grow customer lifetime value (CLV), and drive revenue through personalized engagement, loyalty, and retention. You’ll own the development and execution of our CRM strategy across digital and in-shop touchpoints, ensuring we create joyful, high-impact guest experiences that increase frequency, emotional connection, and long-term loyalty. From onboarding flows to SMS campaigns to gamified loyalty challenges, you’ll bring our brand to life in every interaction, turning each moment into magic, and every guest into a fan for life Essential Functions • Define and execute a bold, guest-first CRM strategy that drives sales and loyalty across digital and in-shop channels – with the primary focus on developing evergreen, triggered programs and interactions • Develop and own CRM KPIs (e.g., digital capture of in-store customers, incremental purchases driven by existing customers, return on investment on loyalty promotions, engagement) and continuously optimize performance based on results • Design, launch, and analyze experiments (highly structured A/B tests) that will help us learn about our guests' preferences and about profitability and scale potential of CRM programs and initiatives. • Create smart, engaging programs that drive digital attachment for in-shop guests, using incentives and seamless sign-up flows • Own the strategy and execution of our loyalty program, ensuring integration into lifecycle communications and driving participation and ROI • Activate gamification and interactive elements that bring our loyalty program to life from collecting scoops to unlocking challenges and exclusive rewards • Launch and optimize lifecycle marketing programs including onboarding, repeat purchase, winback, and personalized touchpoints • Own CRM programming across key channels including email, SMS, push notifications, and app-based messaging, ensuring consistency and impact across all guest touchpoints • Drive measurable improvements in customer lifetime value (CLV), retention, and repeat purchase through tailored CRM strategies • Manage and mentor our retention marketing manager and freelance support focused on segmentation, automation, experimentation, and continuous improvement • Collaborate cross-functionally with Finance, Brand, Creative, Digital, Tech, Retail, and Loyalty teams to deliver unified, on-brand guest messaging across channels • Champion a test-and-learn culture by leading A/B testing strategies to optimize engagement, conversion, and retention • Leverage guest behavior, purchase history, campaign data, and platform analytics to inform segmentation, messaging, and program strategy • Evaluate and evolve CRM platform capabilities, data flows, and integrations with POS systems (e.g. Olo and Toast) to enhance guest targeting and personalization • Translate CRM insights into compelling stories and strategic recommendations for leadership and cross-functional partners • Foster a positive and engaging work environment for direct reports and Team Members by ensuring ongoing open lines of communication, inspiring others through your words and actions, coaching for improvement and growth, and embracing Salt & Straw’s mission and core values Qualifications • Bachelor’s degree in Marketing, Business Administration, Communications or related field, or equivalent education and experience • 8+ years of experience in CRM, lifecycle, or retention marketing in a consumer-facing brand; experience in food and beverage, retail, or DTC ecommerce preferred • 5+ years of team leadership experience, with a proven track record of developing and managing high-performing teams • Strong hands-on experience with CRM platforms (Klaviyo, Iterable, Braze, or similar) and customer data tools • Experience launching and managing loyalty programs, especially those with gamified features or incentive-based engagement strategies Knowledge And Critical Skills • Deep understanding of segmentation, personalization, and full-funnel lifecycle strategies across email, SMS, and push • A test-and-learn mindset with strong A/B testing experience and analytical rigor; top tier Excel analytics skills (PivotTables, etc.) are a must, SQL skills are preferred • Ability to drive change management, implementing new processes and technology with cross-functional collaboration • A guest-first, brand-led mindset and a passion for creating joyful experiences • Self-directed with organizational and problem-solving skills; ability to prioritize, work effectively and positively under pressure • Proven ability to be flexible and supportive when faced with ever-changing priorities • Excellent collaboration and communication skills and the ability to bring hospitality into all interactions with team, direct reports, and customer and vendor relationships • Ability to work with people of all backgrounds and identities • Excellent leadership and interpersonal skills • Desire to coach, mentor, motivate and manage Team Members with demonstrated ability to build and lead high-performing teams • Proficiency in MS Office with advanced Excel skills • Fluency in English Physical Demands • Sitting 90% of the time • Standing 5% of the time • Walking 5% of the time • Frequent repetitive motion • Regularly required to use hands and fingers to handle or operate office equipment, including a computer keyboard, mouse, and telephone • Will be required to regularly talk, hear, and see • Specific vision abilities required by this job include close vision, color vision, peripheral vision and ability to adjust focus Work Environment • The noise level in the work environment is usually quiet but can vary in volume based on office occupancy • Open office setting; most work performed at a desk on a computer in a climate-controlled environment • The work environments are bright and well-lit Benefits & Perks • Financial Flexibility: Optional earned wages access, and a 401(k) match with a 50% company match up to 1% of your salary after three months. • Health & Wellness: Medical, Dental, and Vision insurance available the first of the month following or coinciding with the hire date, plus FSA, HSA, Accident, Critical Illness, and Hospital Indemnity coverage options. • Mental Health Support: Free, 24/7 access to licensed mental health professionals for you and your family through multiple support options, including text, chat, web, in-person, and group sessions. • Work-Life Balance: Flexible time off policy! • Perks & Discounts: 30% Team Member discount, early access to new flavors, Commuter FSA, UHC Wellness Rewards (earn up to $1,000), and affordable FIGO Pet Insurance. • Education & Career Growth: Up to $1,800 per year in Educational Assistance, plus career pathing and development opportunities. • Inclusive Culture: A supportive, welcoming workplace where every Team Member is valued and respected. Wage Transparency We are actively embracing pay transparency by disclosing the hiring range for this role as $112,000-$131,000, highlighting its full earning potential within the broader range of $112,000-$151,000. Equal Employment Opportunity (EEO) Statement Salt & Straw fosters an inclusive workplace where all team members and applicants are treated fairly, regardless of race, color, religion, sex, sexual orientation, gender identity, national origin, disability, veteran status, age, or any other protected status. We are committed to providing equal employment opportunities for all. If you are a U.S. applicant with a disability and need assistance or a reasonable accommodation to apply, please contact our Talent team at people@saltandstraw.com. Work Authorization and E-Verify We participate in E-Verify to confirm work authorization but do not use this process to pre-screen applicants. Qualified candidates with criminal histories are also considered in accordance with applicable laws. Our Values Create the Unbelievable Show Up Generously Act with Thoughtful Curiosity Share Human Kindness Make It Count These values are the sprinkles on top, guiding us to create happiness through moments of wonder in every scoop, smile, and shared moment. They form the foundation of our brand and shape the culture of our workplace. Join us as we reimagine the ice cream experience, crafting joy and wonder, one scoop at a time.