Director, CRM and Data Integration

The Director, CRM & Data Integration is the single accountable owner for turning first-party consumer data into ongoing consumer growth across the North America Operating Unit. This role leads the audience, CRM, loyalty, and data-integration strategy, including defining the business use cases, consumer-growth priorities, audience approach, activation requirements, and intended outcomes. The Director establishes the strategic direction and governance that connect consumer identity, first-party data activation, audience products, CRM, Nurture , partner data innovation, and measurement into one growth roadmap.

Working across Marketing, MarTech, Data, Media, Commercial, Customer, Legal, Privacy, platform, and agency teams, this leader will translate business priorities into clear audience, lifecycle, loyalty, and data requirements. The role ensures CRM, audiences, journeys, and measurement operate as a connected growth system rather than a series of one-off programs, while partnering with platform and technical teams to enable scalable execution.

Key focus areas: CRM and lifecycle growth; audience strategy and governance; first-party data integration and activation strategy; loyalty and Nurture ; partner data innovation; consumer intelligence; measurement and optimization; governance; team and agency leadership.

What You'll Do for Us

CRM & Lifecycle Growth: Set the enterprise CRM and lifecycle engagement strategy, roadmap, and operating model across brands and programs. Establish journey frameworks, contact strategies, activation requirements, and always-on engagement approaches that strengthen consumer relationships, frequency, loyalty value, and lifetime value.

Consumer Growth Priorities & Business Use Cases: Translate business priorities into clearly defined audience, CRM, loyalty, and data-integration use cases. Establish the consumer opportunity, intended outcome, required signals, channel role, measurement approach, and business value before solutions move into execution.

First-Party Data Integration & Activation Strategy: Own the business roadmap for how first-party consumer data should be connected and activated across CRM, media, owned experiences, and partner ecosystems. Define data and activation requirements, and partner with platform, MarTech, and Data teams to enable the required connectivity, audience readiness, and workflows.

Audience Products & Governance: Define and govern reusable audience products, including their business purpose, segmentation logic, approved use cases, channel eligibility, stewardship, and success measures. Establish standards for overlap, exclusions, contact pressure, frequency, and saturation so audiences are used consistently and responsibly across categories and channels.

Loyalty, Nurture & Partner Data Innovation: Lead the business strategy for Nurture , loyalty use cases, clean rooms, and customer-specific data collaboration. Identify where connected brand and customer data can unlock stronger acquisition, engagement, purchase frequency, basket incidence, measurement, and commercial value.

Consumer Intelligence & Decisioning: Define the priority consumer questions, signals, attributes, and decision use cases that improve audience strategy, lifecycle engagement, loyalty, and investment decisions. Translate behavioral and performance learning into better segmentation, journeys, and next actions.

Measurement, Learning & Optimization: Define KPIs and measurement frameworks across identity growth, audience activation, CRM, loyalty, Nurture , and partner programs. Build feedback loops that convert performance, behavioral, and transaction insights into improved business priorities, audiences, journeys, and investment decisions.

Operating Model, Governance & Compliance: Create clear intake, prioritization, governance, and decision-making processes across CRM and data integration. Partner with Legal, Privacy, Security, and Data Governance teams to ensure responsible data use, data quality, consent compliance, and consumer trust.

Cross-Functional & Agency Leadership: Align senior stakeholders, agencies, and delivery partners around one prioritized consumer-growth roadmap. Clarify business requirements, ownership, intended outcomes, and measures of success so internal and external teams remain focused on the highest-value work.

Team Leadership & Capability Building: Lead and develop a high-performing team across CRM, loyalty, audience strategy, data activation, and measurement. Build fluency in consumer-growth strategy, audience-product management, lifecycle marketing, governance, and commercial application while creating an environment of experimentation, accountability, and continuous improvement.

What Success Looks Like

• 1PD, CRM, loyalty, and data-integration roadmap that connects OPDI strategy to measurable business growth.
• Business use cases and consumer-growth priorities are clearly defined before technical or platform solutions move into execution.
• A governed portfolio of reusable audience products with clear qualification, overlap, exclusion, contact-pressure, saturation, health, and retirement rules.
• Always-on CRM and lifecycle strategies, including Nurture , that improve engagement, frequency, loyalty value, transactions, and consumer lifetime value.
• Clear measurement tied to consumer and business outcomes, including identity growth, engagement, frequency, basket incidence, transactions, performance, incrementality, and return on investment where available.
• Faster activation with fewer handoffs because teams have clear business requirements, audience rules, governance, and intended outcomes.

Qualifications & Requirements

Education:

Bachelor's degree in Marketing, Business, Data, Digital Technology, Computer Science, or a related field is required; an MBA or other graduate degree is preferred.

Experience:

• 5 years of progressive experience across CRM, lifecycle marketing, loyalty, consumer data, audience strategy, personalization, or data-driven marketing, including leadership of complex cross-functional initiatives in a matrixed organization.
• CRM, Lifecycle & Loyalty Expertise: Demonstrated experience developing CRM strategies, consumer journeys, contact strategies, always-on engagement programs, loyalty or account-linking use cases, and scalable lifecycle operating models.
• Audience Strategy & Governance: Strong experience defining audience strategies, segmentation, activation rules, product governance, contact pressure, suppression, consent, data quality, and cross-channel eligibility.
• Consumer Data & Activation Expertise: Strong understanding of first-party data, identity, data connectivity, audience activation, partner data collaboration, clean rooms, and the relationship between business requirements and technical enablement.
• Measurement & Business Acumen: Ability to connect audience, CRM, loyalty, and data capabilities to measurable outcomes such as acquisition, engagement, frequency, transactions, loyalty value, customer lifetime value, basket incidence, media performance, and marketing ROI.
• Leadership & Influence: Proven ability to lead teams, agencies, and senior cross-functional stakeholders through ambiguity and change. Strong communication skills with the ability to translate between business, technical, legal, customer, and operational audiences.
• Governance & Consumer Trust: Working knowledge of privacy, consent, audience governance, and responsible data-use principles in modern marketing environments.
• Leadership Style: Strategic systems thinker with a bias for action, strong prioritization skills, and the ability to define business strategy, standards, and desired outcomes while enabling partners to execute at scale.

Preferred Experience:

• Experience with loyalty ecosystems, data clean rooms, partner or customer data collaboration, and audience-product development.
• Experience working with enterprise marketing technology and data ecosystems, ideally including Adobe Experience Cloud, customer data platforms, journey orchestration, audience destinations, testing, and decisioning capabilities.
• Experience leading capability transformation within a large, complex, or global organization.
• Ability to balance strategic capability ownership with a practical understanding of campaign delivery, platform dependencies, and cross-functional execution.