VP, CRM

Ipsy

Campbell, CA

Full Time

Executive

11 days ago

Job Description

About the Role

IPSY is looking for a VP, CRM to lead the team through personalized and powerful marketing efforts at every stage of the member journey to drive conversion, increase LTV, and reduce churn. The role involves developing end-to-end CRM strategy and leading campaigns across email, push, site, SMS, and future direct-to-member marketing channels. This is a highly cross-functional role that collaborates with growth, engineering, product, data analytics, creative, and merchandising teams to acquire new members, enhance the member experience, re-engage inactive members, drive incremental revenue, and elevate the IPSY brand. The position reports to the Chief Marketing Officer and offers hybrid remote options from Santa Monica or Pembroke Pines, or full remote.

Key Responsibilities

Lead and work alongside your team as they develop email, push, site, and in-app marketing strategies for lifecycle, transactional, triggered, and promotional campaigns to acquire new members, re-engage past members, and increase LTV of current members.
Leverage a deep understanding of the member mindset and membership value proposition(s) to nurture conversion and retention.
Hire, train, and develop a team to unlock increasingly sophisticated lifecycle marketing programs, focusing on data-driven personalization and automation.
Drive architecture decisions around implementing new programs within the ESP (Iterable) and CDP (Segment) with a focus on long-term scalability.
Prioritize opportunities for improvement, generate data-driven hypotheses to inform campaign strategies and initiatives.
Analyze the performance of all lifecycle programs, identify areas for improvement, and act as an agent of change.
Develop strategy, roadmap, and activation of new marketing channels (e.g., SMS, direct mail, email, app push).
Communicate key insights and findings to senior management and optimize programs based on data analysis.
Manage complex, cross-functional initiatives to deliver business requirements, create project plans, and ensure on-time execution.
Develop and own lifecycle marketing QA processes to ensure high-quality campaign outputs.
Partner with the team to develop and launch an IPSY loyalty program.

Requirements

Bachelor's degree required, preferably in business, marketing, technical, or quantitative field.
10 years of strategic and hands-on experience developing lifecycle programs, including segmentation, automation strategy, messaging, and conversion optimization across email, push, site, and in-app channels.
10 years of relevant experience with increasing responsibility, including people management and team leadership.
6 years of experience working directly with an enterprise-grade ESP (e.g., Iterable, Braze, Klaviyo) with familiarity in data pipelines, architecture, targeting, multi-step workflows, QA, and reporting.
6 years of experience developing and executing A/B tests for email, push, and site initiatives, with the ability to translate data into actionable insights.
Demonstrated ability to work cross-functionally to execute a vision through consensus building, negotiation, and data-driven persuasion.
Excellent verbal and written communication skills; detail-oriented.
Proficient with Excel; experience with financial modeling and/or SQL/R is a plus.
Familiarity with analytics dashboards (e.g., Tableau, Looker).