Director, Lifecycle Marketing & CRM

Welcome to the Table. At Sur La Table, community, culinary joy, and celebration are at the heart of who we are. From monthly spotlights to the Golden Whisk awards and cooking class perks, our culture blends recognition with hands-on experiences. New team members are welcomed with care and inspired by wellness events, inclusive stories, and a personal touch that makes you feel right at home.

Reports to: Chief Marketing Officer

Location: Remote (US + Canada)

About the Role:

Sur La Table needs a strategic CRM leader who can own the full lifecycle of the customer relationship — across email, SMS, loyalty, and customer intelligence — spanning Hardgoods, Culinary programming, and Retail. As Director, Lifecycle Marketing & CRM , you will set direction for how Sur La Table acquires, retains, and grows customer relationships across every business unit, with direct CMO access and meaningful P&L accountability.

In your first 6–12 months, you will build the automation architecture to drive significant revenue growth through lifecycle campaigns, establish the customer health reporting cadence that makes CRM performance visible to leadership, and evolve the Sur La Table Perks loyalty program from a discount-driven retention tool into a genuine relationship platform.

This is a lean team. You will own a lot, move fast, and make decisions with full end-to-end responsibility.

What You'll Do:

Email & SMS — BAU / CEP Program Leadership

• Own the full email and SMS calendar across all business units — cadence, segmentation, deliverability, and send discipline — balancing competing demands from multiple channels and stakeholders.


• Partner with Brand and Creative to build a library of modular, brand-forward templates that flex across campaign types, business lines, and audience contexts.


• Lead personalization strategy: dynamic content, audience-specific versioning, and AI-powered content recommendations as standard operating practice.


• Own core KPIs — revenue per send, repeat purchase rate, LTV by segment, list growth, reactivation rate — and report them to leadership with a clear performance narrative.

Automation & Technology

• Build, scale, and optimize the full automation architecture — post-purchase, lifecycle, Culinary booking, loyalty, and reactivation programs — with a mandate to drive significant revenue growth through automated campaigns.


• Evaluate and implement best-of-breed CRM technologies. Own the vendor roadmap, build the business case for change, and execute transitions with discipline. AI capability and API/integration depth are primary evaluation criteria.


• Champion AI-first ways of working: leverage platform integrations and MCP connections to automate insight generation, and partner with internal technology teams to build custom tooling that gives the CRM function a capability edge.

Customer Intelligence & CDP

• Own the CDP and predictive intelligence platforms as strategic assets — driving cross-channel segmentation, LTV modeling, and touchpoint orchestration across all business units.


• Build the customer health reporting cadence — list trajectory, engagement quality, repeat purchase rate, cross-business-unit buyer rate, LTV cohorts, new customer acquisition, and reactivation performance — and make it visible and actionable for leadership.

Loyalty Program

• Own and evolve the Sur La Table Perks program — structure, benefits, offer architecture, and program economics — with a roadmap that transitions loyalty into a genuine relationship platform.


• Use customer intelligence to understand what drives frequency, AOV, and cross-business-unit engagement among your best customers. Report customer growth as a recurring leadership metric with a clear narrative around trajectory.

Omni-Channel & Cross-Functional Leadership

• Serve as the CRM voice in cross-functional planning across all business units — GTM strategy, promotional calendar, Culinary programming, and campaign briefing — as an upstream contributor, not a downstream executor.


• Understand how each business unit operates commercially — Hardgoods sell-through dynamics, Culinary class fill rates, in-store traffic and loyalty economics — and build CRM strategy that reflects that reality.


• Partner with Performance Marketing, Brand, and Merchandising to ensure CRM is a planned, proactive contributor to major campaigns and commercial priorities.

Team & Vendor Leadership

• Lead and develop a focused CRM team. Establish a proactive development cadence — growth goals, stretch opportunities, and honest conversations about trajectory.


• Own vendor relationships across the CRM stack. Hold partners to clear performance standards and a continuous improvement expectation.


• Own the full financial picture for CRM — budget management, sales forecasting, and P&L accountability across Email, SMS, Loyalty, and lifecycle automation. Set revenue targets by channel, track performance against forecast, and report financial outcomes to leadership.

Required Qualifications:

• 8+ years of progressive CRM and lifecycle marketing experience with demonstrated ownership of a full program spanning multiple channels, campaigns, and business units.


• Proven omni-channel acumen: you understand how customers move between eCommerce, physical retail, and service/experiential business lines, and you build strategy that reflects that journey.


• Experience supporting multiple business units simultaneously — balancing competing priorities, managing a complex send calendar, and maintaining program discipline across stakeholders with different commercial goals.


• Deep platform expertise across a modern CRM stack: CEP/ESP (Braze or equivalent), CDP, predictive intelligence tools, SMS, and loyalty infrastructure. Hands-on familiarity with AI integrations and API-driven workflows.


• Strong creative sensibility — you partner with design teams to produce brand-rich, high-performing email and SMS creative across multiple campaign types and audience contexts.


• Strong analytical instincts — you translate LTV, retention, and engagement data into business cases that resonate with commercial and finance stakeholders.


• Cross-functional credibility — you show up with a point of view, advocate for the customer relationship when the business pushes for volume, and hold your ground on channel discipline.


• Retail or omni-channel background required.

Preferred Qualifications:

• Multi-business-unit or multi-category experience.


• Culinary, food, or lifestyle brand experience.

Why Join:

The people who do best here are builders. They take ownership, move fast, and want to see the direct impact of their work.

• Executive Access: Report directly to the CMO and serve as the CRM voice in cross-functional leadership planning across all Sur La Table business units.


• Leadership Opportunity: Build and develop your own CRM team while shaping the technology roadmap, vendor strategy, and AI-first operating model for lifecycle marketing.


• Portfolio-Level Strategy: Own P&L accountability across Email, SMS, Loyalty, and lifecycle automation — setting direction for how Sur La Table grows customer relationships across Hardgoods, Culinary, and Retail.


• Competitive Benefits (US): Paid time off policies, 401(k) match, medical/dental/vision and a variety of supplemental policies, and employee discounts across our portfolio of brands.


• Competitive Benefits (Canada): Paid time off policies, RRSP match, medical, dental, and vision coverage, a variety of supplemental benefit options, and employee discounts across our portfolio of brands.

Interview Process:

1. Recruiter Screen - A conversation with our recruiting team to align on the role, your background, and what you are looking for.


2. Hiring Manager Interview - Conversation with the Chief Marketing Officer focused on your CRM leadership experience, strategic vision for lifecycle marketing, and approach to P&L accountability.


3. Technical / Case Discussion - A deeper dive into your CRM strategy and technology expertise, including how you approach automation architecture, CDP management, and AI-driven personalization.


4. Panel Interview - Meet cross-functional stakeholders from Performance Marketing, Brand, Merchandising, and Technology to discuss how you operate in a collaborative planning environment.


5. Executive Interview - A conversation with senior leadership to align on strategic direction and cultural fit.


6. Reference Checks - Conducted in parallel with the final stages where possible.


7. Offer - We move quickly for the right candidate.

Interview process is subject to change. Any updates will be communicated promptly and clearly.

We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.