Director, CRM

Neiman Marcus
New York, New York, United States
18 Mar 2022
14 Jun 2022
About Bergdorf Goodman

As the house of extraordinary taste for almost 120-years,

We are New York's original icon of style.

The legendary window on inventive inspiration,

Discerning since day one, we define the culture of fashion.

We are a community of "creative ingeniuses"

Cultivating experiences beyond the expected,

and nurturing ideas that inspire the joy of discovery.

We thrive on bringing exceptional creative talents together.

We are unabashedly luxury. And luxury is ours to define.

We are Bergdorf Goodman

The Opportunity

Darcy Penick, President of Bergdorf Goodman and one of the first leaders in pure-play fashion e-commerce, has built a team of industry pioneers who are bringing their collective expertise and commitment to operational excellence to the world of Bergdorf Goodman. As the destination to discover best in class designers, emerging brands and exclusive products, Bergdorf Goodman provides customers with transformative experiences that embody the definition of modern luxury.

Bergdorf Goodman is looking for an experienced, customer-centric, and self-driven leader to join as the Director - CRM & Loyalty. Reporting directly to the VP CRM & Loyalty, this role will own the execution of an omni-channel CRM strategy & loyalty program that will drive migration and retention of loyal customers across a rapidly growing customer base.

The Director of CRM will act as the key lead across Customer Strategy, Marketing and Sales to develop delightful experiences and personalized offerings through programmatic and highly data-driven execution. This individual thrives in a fast-paced, digitally focused environment and has experience rapidly executing new ideas while simultaneously building scalable operating structures and processes.

  • Oversee the implementation and management of a new non-tender loyalty program complementing an existing private label credit card
  • Work with Customer Insights teams to define customer journeys, identify opportunities throughout the journeys and measure potential business value of those opportunities
  • Lay out an omni-channel CRM roadmap that integrates with brand and performance marketing to drive high-quality customer penetration, frequency, migration and spend
  • Work with product, technology and data science partners to programmatically deliver personalized content and offers across customer journeys and touchpoints
  • Act as a cross-functional leader by bringing together sales, marketing, creative and operations teams to deliver delightful experiences that enhance our customer journeys and refine those experiences based on data-driven insights
  • Own sales and ROI reporting on CRM initiatives and partners with Customer Insights to measure impact of CRM initiatives to longer-term customer metrics such as CLV
  • Mapping and influencing the evolution of BG personalization ecosystem to ensure technology and services are continuing to serve our brand and customer strategies

  • This individual has deep experience and leans into a test-based execution approach with the goal of learning quickly and building upon the activities that drive incremental customer value
  • This individual is very data oriented and has experience blending customer and business performance to tell a holistic story on impact of CRM investments to topline and long-term business results such as CLV
  • This individual is comfortable working with raw customer data and extracting required information and insights
  • This individual is comfortable standing up lightweight execution streams and has experience contributing directly to brand, copy and creative decisions that optimize communication of benefits to customer
  • This individual has experience with Audience Segmentation, CDP and Personalization platforms