Director, Loyalty and CRM

SNIPES Director, Loyalty & CRM

Bensalem, PA

Hybrid

We live sneakers, streetwear, and neighborhood culture! All Day! Every Day!

With more than 750 stores in Europe and the USA, SNIPES is one of the leading sneaker and streetwear retailers worldwide. Since opening its first store in Essen, Germany in 1998, SNIPES has been an integral part of street culture and is constantly growing thanks to its proximity to the community and regular openings worldwide.

At SNIPES, everything revolves around youth culture. In stores and online at snipes.com and snipesusa.com, our community finds a wide range of internationally renowned sneakers and apparel brands for the latest fits from head to toe. We dive deep into subcultures, sponsor some of the biggest hip-hop festivals, events, and sports teams throughout the world to stay close to our community and keep our deep roots in the global street culture community. Therefore, we work closely with key figures from the scene like DJ Khaled, our Chief Creative Officer. But whether it’s sponsorships or developing grassroots projects – we prioritize giving back to the community in everything we do.

SNIPES has always kept an ear to the streets to create a meaningful impact in the communities we serve. Through our community program “SNIPES serves” and its localized approach we support the needs of our communities, empower, and celebrate our dynamic culture.

Overview: Reporting to the Vice President of Digital, the Director, Loyalty & CRM will own the strategy and execution of our loyalty, CRM, and lifecycle marketing programs to maximize engagement, retention, and long-term customer value. This role oversees both the loyalty/CRM program and the lifecycle marketing team, ensuring personalized, measurable experiences across every digital touchpoint.

The ideal candidate brings deep expertise in loyalty program design, CRM strategy, and lifecycle marketing. They thrive at the intersection of data, technology, and marketing performance — serving as a key digital leader who bridges brand, retail, and marketing efforts to strengthen customer relationships and drive growth.

Responsibilities

Loyalty & CRM Strategy

• Define the long-term vision and roadmap for loyalty and CRM, ensuring programs deliver measurable value for both customers and the business.
• Build and refine customer segmentation and target strategies to increase engagement and lifetime value.
• Partner with data, digital, and brand teams to design lifecycle messaging, campaign triggers, and loyalty offers.
• Establish reporting frameworks to track loyalty and CRM KPIs (signups, engagement, redemption, ROI) and recommend optimizations.
• Champion loyalty and CRM as enterprise-wide drivers of retention and growth.

Lifecycle Marketing Leadership

• Lead the Lifecycle Marketing Manager and team to deliver multi-channel campaigns across email, SMS, push, and in-app.
• Align lifecycle strategies with loyalty benefits, brand campaigns, and digital initiatives.
• Oversee testing, personalization, and optimization initiatives to improve engagement, retention, and conversion.
• Provide thought leadership on lifecycle marketing trends, tools, and best practices.

Cross-Functional Leadership

• Partners with eCom, Brand Marketing, Retail Ops, IT, and external partners to ensure loyalty and CRM initiatives are integrated and scalable.
• Drive cross-functional readiness for loyalty program launches, campaigns, and peak periods.
• Influence senior leadership on loyalty and CRM strategies to embed retention into enterprise priorities.

Qualifications

• 8–12 years in loyalty, CRM, or lifecycle marketing roles, with at least 3 years leading teams.
• Proven track record of building or scaling loyalty and CRM programs that drive measurable business outcomes.
• Strong lifecycle marketing expertise across email, SMS, push, and in-app.
• Analytical mindset with the ability to connect data to business impact.
• Excellent cross-functional leadership and communication skills, with proven ability to influence senior stakeholders.
• Familiarity with CDPs, GA4, and marketing automation platforms strongly preferred.

Cultural Success Factors

• Enthusiasm for the brand
• Consumer Obsessed
• Innovative Mindset
• Collaborative nature
• Skillful communicator
• Data-Driven Decision Making
• Adaptable and Flexible
• Disciplined and self-motivated

Benefits with SNIPES

• Generous Employee Discount
• Paid Holidays
• Summer Hours
• Hybrid work schedule
• PTO (Paid Time Off)
• Bonus Plan
• Affordable Health Insurance
• Retirement Contributions

Snipes USA and all its subsidiary Companies are equal opportunity employers. We will not discriminate or make hiring decisions based on race, religion, creed, color, national origin, sex, political affiliation, sexual orientation, or any other criteria that would violate any Federal or State laws