Sur La Table
Marketing
Director,LifecycleMarketing&CRM
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“Director, Lifecycle Marketing & CRM at Sur La Table. Skills: CRM, Lifecycle Marketing, Customer Relationship Management, Email Marketing, SMS Marketing, Loyalty Program Management, Customer Intelligence, Automation Architecture, P&L Accountability. Own the full email and SMS calendar across all business units — cadence, segmentation, deliverability, and send discipline. Lead personalization strategy: dynamic content, audience-specific versioning, and AI-powered content recommendations”
What You'll Achieve.
drive significant revenue growth through lifecycle campaigns; establish the customer health reporting cadence that makes CRM performance visible to leadership; evolve the Sur La Table Perks loyalty program from a discount-driven retention tool into a genuine relationship platform; drive significant revenue growth through automated campaigns; make customer health reporting visible and actionable for leadership; transitions loyalty into a genuine relationship platform; report customer growth as a recurring leadership metric
Industry & Context.
analytical instincts — you 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, 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 email and SMS calendar across all business units — cadence
Lead personalization strategy: dynamic content
audience-specific versioning
and AI-powered content recommendations
Own core KPIs — revenue per send
reactivation rate — and report them to leadership
and optimize the full automation architecture — post-purchase
and reactivation programs
Evaluate and implement best-of-breed CRM technologies
Champion AI-first ways of working: leverage platform integrations and MCP connections to automate insight generation
Own the CDP and predictive intelligence platforms as strategic assets
Build the customer health reporting cadence
Own and evolve the Sur La Table Perks program — structure
and program economics
Use customer intelligence to understand what drives frequency
and cross-business-unit engagement among your best customers
Serve as the CRM voice in cross-functional planning across all business units
Understand how each business unit operates commercially
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
clear performance narrative; clear narrative around trajectory; point of view; advocate for the customer relationship; hold your ground on channel discipline; honest conversations about trajectory; clear performance standards; continuous improvement expectation; clear narrative around trajectory; align on the role, your background, and what you are looking for; strategic vision for lifecycle marketing; approach to P&L accountability; align on strategic direction and cultural fit
Process & Methodology
Manage a complex send calendar, Execute transitions with discipline
Full Job Description
## Description 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
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