Job Title: Director, Loyalty & CRM Location: Remote with travel as needed The Director, Loyalty & CRM is a high-impact leadership role responsible for shaping how David’s and Pearl build deeper, more valuable customer relationships across the lifecycle. This leader owns strategy across loyalty, CRM, email, SMS, segmentation, and personalization—bringing together customer data, technology, and insights to create increasingly relevant experiences and drive measurable customer and business growth. This is an opportunity to lead the next evolution of an established CRM and lifecycle marketing foundation while shaping the future of David’s and Pearl loyalty experiences, personalization capabilities, and broader CRM ecosystem. The Director leads the loyalty and email/SMS teams, influences the marketing technology roadmap, and partners across the organization to turn customer insight into action. Success will be measured through customer identification/opt-in growth, loyalty membership and engagement, qualified appointment generation and conversion, second and repeat purchase, cross-category purchasing, retention/reactivation, CRM-driven revenue, and incremental business impact. Key Responsibilities: - CRM, Lifecycle & Personalization - Own CRM, lifecycle, segmentation, and personalization strategy across David’s and Pearl, translating customer data, behaviors, and signals into differentiated audiences, journeys, communications, and experiences. - Lead the ongoing optimization and expansion of triggered and lifecycle journeys across key customer moments, including acquisition and opt-in, appointment, purchase, event milestones, second purchase, cross-category engagement, Pearl experiences, retention, and reactivation. - Develop and continually evolve a scalable segmentation framework incorporating lifecycle stage, customer behavior, purchase history, loyalty status, engagement, event timing, category affinity, and other relevant signals. - Advance personalization by expanding the use of dynamic, predictive, and next-best-action approaches across email, SMS, loyalty, and other addressable experiences. - Identify high-value customer behaviors and opportunities to