Director of CRM - Marketing

Position Summary/Objective of job:

Were 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. Youll 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 youll 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 & Straws mission and core values

Qualifications:

• Bachelors 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 $1000) and affordable FIGO Pet Insurance.
• Education & Career Growth:Up to $1800 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 $112000-$131000 highlighting its full earning potential within the broader range of $112000-$151000.

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

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.