Director CRM & DTC Guest Insights

Department: Commercial – Ecommerce

Reports to: SVP, Global Digital Commerce

Location: North Vancouver, B.C.

Your Opportunity at ARC’TERYX

As the Director, CRM & DTC Guest Insights, you will be responsible for spearheading the CRM marketing strategy and overseeing the team. Your primary goal will be to optimize customer lifecycle development to bolster both customer acquisition and retention through various channels. This entails refining our Omnichannel DTC Guest Insights and analytical capacities. Your duties will involve analyzing customer data to pinpoint trends and areas ripe for improvement, devising strategies to enhance DTC guest insights, and establishing a CRM framework that aligns with our commercial objectives, with a particular emphasis on omnichannel guest insights.

This role is based out of our North Vancouver office and is open to hybrid remote work. Candidates must be eligible to work in Canada.  

Please note, this is a temporary position covering a maternity leave, for approximately 13 months.

Meet Your Future Team:

The CRM team employs a customer-centric strategy to cultivate meaningful relationships with our guests. We acknowledge the varying preferences and needs of each guest throughout their journey, tailoring our approaches accordingly. Collaborating closely with multiple departments, we are deeply committed to prioritizing the customer, ensuring they remain at the core of all our decision-making processes.

• Formulating a strategic plan for seamlessly integrating a future loyalty program into our CRM roadmap, aiming to deliver a premium guest experience and augment our data collection efforts.
• Leading and nurturing a team of high-functioning CRM Email Marketing Specialists and Managers, fostering a culture of excellence and continuous improvement
• Facilitating the development of a global CRM strategy across a multi-disciplinary organization, integrating retail and guest services to gain a holistic view of our guests and cultivate deeper, more meaningful relationships with a geo focus on NAM and EMEA and programming inclusive of APAC scalability
• Driving relentlessly towards achieving a comprehensive understanding of our DTC Guests throughout their journey and encouraging the adoption of tools to support this endeavor
• Serving as a subject matter expert for the team, guiding the design and provision of recommendations in guest insights research, with a focus on the integration of retail and guest services
• Collaborating on analytical models focused on comprehending and predicting guest behavior and attitudes, aiding decision-making processes and monitoring outcomes, with a focus on guest lifetime value (LTV) and Recency, Frequency, Monetary (RFM) analysis
• Taking ownership of the CRM strategy, including communication planning, drip campaign architecture, integrations, technology enablement, program evolution and testing
• Partnering with counterparts in advanced analytics, customer loyalty/engagement, competitive intelligence, UX design research, merchandising, and marketing services to provide best-in-class insights and a comprehensive view of shoppers
• Collaborating with cross-functional teams to develop a clear vision and objectives for the loyalty program integration and to to track customer engagement, retention rates, and overall program performance.
• Collaborating with IT teams to integrate the loyalty program seamlessly into existing CRM systems and platforms.
• Delivering analysis and recommendations through presentations and written reports to senior leadership, providing updates on guest profiles, sharing insights, and making recommendations for future actions
• Serving as the marketing business lead for Salesforce Marketing Technology and a Data Lakehouse implementation, ensuring effective utilization and integration of these tools to support omnichannel guest execution

• Spearheading the advancement of our DTC Guest File by crafting a comprehensive and dynamic DTC Global iteration book of insights.
• Supervising CRM Email Lifecycle drip campaigns throughout the customer journey to maximize revenue and lifetime value.

• You have a bachelor’s degree in business, marketing, communications, or a related field
• You have 10+ years of experience in lifecycle marketing, CRM, loyalty marketing, or consumer insights
• You have 5+ years of senior management experience with a proven record of leading a high performing team
• You adeptly identify, define, and address pertinent questions to effectively resolve business problems or unearth new opportunities
• You harness and utilize existing knowledge to tackle current business issues or unearth fresh opportunities
• You possess a strong understanding of Salesforce tools such as Marketing Cloud, CDP, and MCP
• You demonstrate a understanding of email lifecycle and loyalty marketing programs
• You have proficiency in managing various qualitative and quantitative research methodologies
• You have strong analytical skills that will enable you in crafting strategies and making decisions
• You are adept at compiling data from multiple sources to craft compelling narratives
• You are proficient in business visualization tools like Power BI and Tableau is within your skillset
• You are a strategic thinker and can excel in communication and presentation
• Your experience includes acquiring, segmenting, and retaining customers through data-driven user insights while effectively communicating lifecycle KPIs.
• You consistently prioritize the perspective of the customer/consumer in your decision-making
• You excel as a communicator, collaborating seamlessly with cross-functional teams from different business channels
• You strike a balance between autonomy and collaboration effectively
• You inspire innovative thinking and continual improvement
• Your enthusiasm for your work is matched by your passion for outdoor pursuits
• You are results-oriented and driven by a desire to achieve ambitious goals

Equal Opportunity

Arc’teryx is committed to actively creating and fostering a culture of inclusivity where voices are heard, people are seen, and values are respected. We care about the uniqueness of our applicants, employees, and guests, and we do so in a safe space fueled by curiosity and acceptance. 

Creating an inclusive workplace is connected to our core value Do Right while also having the added benefit of helping make our business better. We believe inclusion helps us to create a healthier, happier workplace, drive creativity and innovation, and reflect the communities where we operate.  

All applicants, employees, and guests can expect equality of opportunity and fair treatment in alignment with our values.

Design your Purpose. Live our Values. 

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LIVE IT. Deepen your connection to nature and live your most purposeful life. 

LEAVE IT BETTER. Create a better world, together.

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