Sur La Table
Marketing
Director,LifecycleMarketing&CRM
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“Director, Lifecycle Marketing & CRM at Sur La Table. Skills: CRM strategy, Lifecycle marketing automation, Customer intelligence, Loyalty program development, P&L management. Own the full lifecycle of the customer relationship — across email, SMS, loyalty, and customer intelligence. Set direction for how Sur La Table acquires, retains, and grows customer relationships across every business unit”
What You'll Achieve.
Drive significant revenue growth through lifecycle campaigns; Make CRM performance visible to leadership; Transition loyalty into a genuine relationship platform; Drive significant revenue growth through automated campaigns; Make customer health reporting visible and actionable for leadership; Transition loyalty into a genuine relationship platform; Grow customer relationships across Hardgoods, Culinary, and Retail
Industry & Context.
Translate LTV, retention, and engagement data into business cases that resonate with commercial and finance stakeholders
What They're Looking For.
Must Have
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, creative sensibility — you partner with design teams to produce brand-rich, high-performing email and SMS creative across multiple campaign types and audience contexts, 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
Nice to Have
Multi-business-unit or multi-category experience, Culinary, food, or lifestyle brand experience
What You'll Do.
Own the full lifecycle of the customer relationship — across email
and customer intelligence
Set direction for how Sur La Table acquires
and grows customer relationships across every business unit
Build the automation architecture to drive significant revenue growth through lifecycle campaigns
Establish the customer health reporting cadence
Evolve the Sur La Table Perks loyalty program
Own the full email and SMS calendar across all business units
Lead personalization strategy
and optimize the full automation architecture
Evaluate and implement best-of-breed CRM technologies
Champion AI-first ways of working
Own the CDP and predictive intelligence platforms
Build the customer health reporting cadence
Own and evolve the Sur La Table Perks program
Serve as the CRM voice in cross-functional planning
Lead and develop a focused CRM team
Own vendor relationships across the CRM stack
Own the full financial picture for CRM — budget management
and P&L accountability
How You'll Work.
Team & Collaboration
Partner with Brand and Creative to build a library of modular, brand-forward templates; Partner with internal technology teams to build custom tooling; Serve as the CRM voice in cross-functional planning across all business units — GTM strategy, promotional calendar, Culinary programming, and campaign briefing; Partner with Performance Marketing, Brand, and Merchandising to ensure CRM is a planned, proactive contributor to major campaigns and commercial priorities; Meet cross-functional stakeholders from Performance Marketing, Brand, Merchandising, and Technology to discuss how you operate in a collaborative planning environment
Communication Scope
Report them to leadership with a clear performance narrative; Make it visible and actionable for leadership; Report customer growth as a recurring leadership metric with a clear narrative around trajectory; Show up with a point of view; Advocate for the customer relationship; Hold your ground on channel discipline; Honest conversations about trajectory; Align on the role, your background, and what you are looking for; Align on strategic direction and cultural fit
Process & Methodology
Manage a complex send calendar, Execute transitions with discipline
Full Job Description
## 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
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