Director of CRM and Loyalty

Job Description

Job DescriptionDescription:

About Us

Whitman Family Development is a family-owned real estate company specializing in high-end retail, management, and leasing. The company owns and operates Bal Harbour Shops, a historic luxury shopping destination. Bal Harbour Shops is a global leader in the industry and is best known for its curated retail, as well as the emotional connection to its tenants and customers. For more information on Bal Harbour Shops, please visit https://www.balharbourshops.com/.

Position Summary

The Director of CRM and Loyalty will be responsible for designing, implementing, and managing a comprehensive customer engagement and loyalty membership program. This role will involve overseeing the strategy and execution of customer engagement and loyalty initiatives, identifying and leveraging the best Customer Engagement and Loyalty platforms and CRM tools to capture data, personalize interactions, increase customer retention, and enhance the overall shopping experience. The ideal candidate will have deep expertise in customer relationship management and tools (CRM), loyalty programs and platforms, and marketing automation, with a keen understanding of luxury retail dynamics and high-net-worth customer needs.

Responsibilities

Loyalty Program Strategy & Development:

• Design, implement, and lead a best-in-class loyalty membership program tailored to the needs of luxury shoppers, ensuring alignment with the shopping center’s brand and business goals.
• Implement, manage and enhance an efficient Customer engagement and Loyalty platform, adapted to a multi-retail environment challenges
• Define and segment customer tiers, offering exclusive rewards, experiences, and benefits to encourage customer retention and repeat business, continuously evolving the program to remain competitive and relevant, integrating the latest trends in loyalty marketing and technology.
• Collaborate with brand partners within the shopping center to develop co-branded loyalty initiatives that drive traffic and engagement.

Customer Engagement and CRM Strategy, Systems & Execution:

• Oversee the CRM strategy to deepen customer relationships and improve personalized engagement at every touchpoint, both online and offline.
• Develop the Customer engagement and CRM systems capabilities, and lead the integration of CRM systems with e-commerce, mobile, and in-store technologies, ensuring seamless, unified customer data management.
• Use data analytics and customer insights to implement strategies to segment and target high-value customer, measure program effectiveness, optimize campaigns, and drive continuous improvement in customer engagement and loyalty metrics.

Customer Engagement & Personalization:

• Develop targeted communication strategies for different customer segments, utilizing email, SMS, direct mail, and digital channels to maintain regular, meaningful interactions.
• Define and implement, in collaboration with Marketing and Retail Teams, exclusive events, experiences, and VIP services for top-tier loyalty members to strengthen emotional connections with the brand.

Data Analytics & Reporting:

• Regularly analyze CRM data and key loyalty metrics (e.g., engagement rates, retention rates, lifetime value) to measure the success of loyalty programs and identify opportunities for growth.
• Develop and present reports on the performance of loyalty and CRM programs, highlighting key findings, trends, and recommendations for program enhancements.
• Optimize the performance of loyalty campaigns, emails, offers, and customer experiences.

Partnerships & Collaboration:

• Build and maintain relationships with key internal stakeholders, including marketing, e-commerce, and retail operations teams, to ensure the seamless execution of loyalty and CRM initiatives.
• Manage relationships with third-party vendors, technology providers, and external partners to ensure the successful implementation of loyalty tools and systems.
• Collaborate with luxury brand partners within the shopping center to design cross-promotional campaigns that offer exclusive benefits to loyalty members.

Innovation & Continuous Improvement:

• Stay current with industry trends, technological advancements, and best practices in Customer engagement and loyalty platforms, CRM, loyalty marketing and customer engagement, bringing new ideas..
• Test and implement new loyalty features, technologies, and enhancements, keeping the program fresh and appealing to customers.

This description outlines the basic responsibilities and requirements for the position noted. This is not a comprehensive listing of all job duties of the employee. Duties, responsibilities and activities may change at any time with or without notice.

Requirements:

Education and Experience

• Bachelor’s degree in Marketing, Business Administration, or a related field (Master’s degree is a plus).
• Minimum of 8-10 years of experience in Customer engagement, CRM and loyalty programs, with at least 3 years in a leadership role.
• Proven experience in luxury retail, high-end customer service, or premium brands is highly preferred.
• Experience with CRM tools (Salesforce, HubSpot, etc.), customer engagement and loyalty program, on both systems and marketing sides. Online ecommerce experience a plus
• Strong background in data analysis, customer segmentation, and campaign optimization.

Knowledge, Skills, and Abilities

• Familiarity with loyalty industry standards & best practices, incl digital loyalty programs, personalized marketing.
• Expertise in CRM systems (Salesforce, Microsoft Dynamics, etc.), customer engagement and loyalty platforms, and marketing automation tools.
• Proficiency with analytics tools (Google Analytics, customer segmentation tools, etc.) and MS Excel.
• Familiarity with email marketing, eCommerce, mobile apps, and digital marketing channels.
• Excellent communication skills, with ability to collaborate effectively across departments and external partners.
• Strong analytical and problem-solving abilities, with a focus on data-driven decision-making.
• Deep understanding of customer journey mapping, loyalty metrics, personalization strategies in high-end segment
• Ability to work in a fast-paced, dynamic environment while managing multiple projects simultaneously from big picture to hands-on responsibilities.

Physical Requirements

• Primarily sedentary role which requires the ability to occasionally bend, stoop, reach, lift, move, and carry materials and supplies weighing twenty-five (25) pounds or less.