Vice President, CRM

THE PURPOSE:

As we accelerate our digital and brand growth initiatives, True Religion is hiring a Vice President, CRM to own the enterprise customer retention strategy and drive the commercial impact of all retention channels (email, SMS, push, loyalty, lifecycle flows, and emerging programs). This person will lead the long-term roadmap for CRM, loyalty, personalization, segmentation, and lifecycle marketing, ensuring that customers remain deeply engaged throughout their relationship with True Religion. The VP will act as a strategic counterpart to the VP, Growth and as a senior leader representing CRM across the organization. The right candidate is a highly strategic, data-driven, digitally native thinker with deep experience in scaling CRM programs within a growth-oriented apparel or consumer brand environment. They will bring strong leadership, a test-and-learn mindset, and the ability to operate at both strategic and operational levels.

THE ROLE (what you are accountable for)

True Religion is looking for a visionary, enterprise-level CRM & Retention leader with proven experience in developing consumer lifecycle strategies and delivering retention-driven revenue performance. In this role, you will own the design, execution, and ongoing evolution of CRM, loyalty, and lifecycle marketing programs that support brand storytelling, merchandising priorities, seasonal campaigns, and category-level product marketing initiatives.

You will build the financial plan tied to retention channels, forecast performance, and be accountable for CRM-driven demand, engagement, and lifetime value. You have significant experience leading CRM transformations, scaling segmentation and personalization, optimizing loyalty programs, and overseeing high-performing CRM teams. You must demonstrate thought leadership in the role CRM plays across the broader marketing ecosystem and have deep experience navigating fast-paced, highly promotional retail environments.

KEY RESPONSIBILITIES

Strategy

• Define, own, and evolve the enterprise-wide CRM vision, translating consumer insights and data capabilities into long-term customer strategies across email, SMS, push, loyalty, lifecycle flows, and emerging programs.
• Develop and lead strategies focused on database growth, customer retention, reactivation, engagement, and lifetime value.
• Oversee the creation, relaunch, or evolution of the loyalty program, including benefits design, tier strategy, and retention-driving initiatives tied to CLTV.
• Ensure CRM and lifecycle strategies align seamlessly with brand, site, creative, and growth marketing plans.
• Identify channel conflicts, overlapping messaging, or segmentation gaps and establish governance frameworks for resolution.
• Build annual and seasonal financial plans for retention-driven demand, repeat rates, loyalty KPIs, and CLTV growth.

Operational and Technical Knowledge

• Own the CRM technology ecosystem: CDP architecture, ESP capabilities, data pipelines, attribution systems, customer identity resolution, and privacy requirements.
• Partner closely with Site, Planning, Merchandising, Creative, and Growth Marketing teams to develop high-performing campaigns and lifecycle programs that maximize conversions and support the revenue plan.
• Lead CRM technology strategy, including platform enhancements, CDP/ESP evaluations, data integrations, and long-term capability planning.
• Elevate segmentation into dynamic, predictive, real-time orchestration via advanced data/AI capabilities.
• Direct A/B testing and experimentation strategies across all CRM channels (subject lines, content, cadence, frequency, triggers, send times, etc.).
• Build and maintain performance dashboards for all flows, programs, and campaigns; communicate results across executive and cross-functional teams.
• Lead, mentor, and develop CRM team members, ensuring strong execution standards, innovation mindset, and career growth.
• Influence and guide cross-functional partners with CRM insights, consumer behavior analytics, and strategic recommendations.

MINIMUM REQUIREMENTS

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

• 12+ years of digital marketing, CRM, retention, or lifecycle experience in consumer-facing businesses.
• 5-7+ years of senior executive or high-level leadership experience overseeing CRM, loyalty, retention, or lifecycle teams.
• 5-7+ years in a growing apparel or fashion retail business.
• Evidence of leading CRM transformations, including platform upgrades, CDP migrations, loyalty redesign, or major personalization initiatives.
• Deep technical fluency in CRM platforms, CDPs, ESPs, data modeling, identity management, dynamic personalization engines, and analytics environments.
• Experience designing, developing, or modernizing loyalty programs and customer benefit ecosystems.
• Expertise in eCommerce promotional cadence, fashion/seasonal flows, and alignment with merchandising strategies.
• Demonstrated experience leading large teams, scaling organizations, and building high-performance cultures.
• Strong analytical capability with mastery of CRM KPIs, segmentation methodologies, lifecycle measurement, and forecasting.
• Forward-thinking, solutions-oriented leader with strong strategic, technical, and creative problem-solving abilities.
• Exceptional written and verbal communication skills with the ability to influence senior executives and cross-functional partners.
• Highly organized with strong prioritization and project management skills, able to manage multiple initiatives simultaneously in a fast-paced environment.
• Growth mindset, with a passion for testing, optimizing, and developing innovative CRM programs.
• Comfortable navigating ambiguity and driving clarity in a rapidly evolving, entrepreneurial business.
• Positive, collaborative, and team-focused approach with a willingness to jump in when needed.

Salary Range: $210,000-$250,000 + bonus