WHY JOIN ALO?
Mindful movement. It’s at the core of why we do what we do at ALO—it’s our calling. Because mindful movement in the studio leads to better living. It changes who yogis are off the mat, making their lives and their communities better. That’s the real meaning of studio-to-street: taking the consciousness from practice on the mat and putting it into practice in life.
The Senior Director of CRM will lead Alo’s global customer engagement and retention programs, overseeing email, SMS, and push channels. This leader will be responsible for designing and executing strategies that deepen customer relationships, drive retention, and maximize lifetime value across our global customer base.
While the majority of digital revenue comes from the U.S. today, international markets are a critical growth priority (Canada, UK, Australia, Korea, China, and Japan). The Sr. Director will play a pivotal role in ensuring our CRM programs both scale globally and localize effectively for international markets.
This role requires a strategic and data-driven leader who can balance near-term performance with long-term brand-building. The individual must be highly collaborative, able to influence across teams, and comfortable working in a high-growth, fast-paced environment.
Core Responsibilities
- Strategic Leadership
- Define Alo’s global CRM strategy, balancing U.S. maturity with international growth needs.
- Drive the evolution from a merchandise-calendar-driven approach to a customer-centric, lifecycle-driven strategy.
- Establish a long-term CRM roadmap aligned with Alo’s brand vision and revenue goals.
- Program Management & Execution
- Oversee all CRM campaigns across email, push, and SMS, ensuring world-class creative, segmentation, and execution.
- Lead lifecycle programs (welcome, retention, loyalty, reactivation, winback) across all regions.
- Build frameworks for testing, optimization, and personalization to continuously improve engagement and retention.
- International Growth Enablement
- Partner with international growth leader to localize messaging strategies that reflect regional consumer behaviors and cultural nuances.
- Establish CRM as a driver of growth in new markets, ensuring scalability of tools, processes, and reporting.
- Data, Insights & Measurement
- Partner with Consumer Insights and Data Science to define segmentation strategies, develop predictive models, and measure impact on LTV.
- Create consistent reporting frameworks for CRM performance globally, including KPIs by region.
- Use insights to inform broader growth, merchandising, and product strategies.
- Team Leadership & Development
- Build, lead, and inspire a global CRM team; coach team members for growth and advancement.
- Define clear roles, responsibilities, and KPIs for the CRM team to ensure accountability and impact.
- Champion cross-functional alignment, ensuring CRM is fully integrated with Paid Media, Loyalty, Integrated Marketing, Retail, and Creative.
- Technology & Innovation
- Stay ahead of industry trends in lifecycle marketing, bringing innovation to Alo’s global strategy.
- Partner with Engineering/Product teams on CRM integrations and automation.
Key Competencies
- Strategic Leadership: Ability to set long-term direction while driving near-term results.
- Global Mindset: Experience scaling CRM programs across multiple regions and tailoring strategies for local markets.
- Analytical & Data-Driven: Deep comfort with LTV, segmentation, predictive modeling, and performance analytics.
- Customer-Centricity: Strong advocate for shifting to customer-first lifecycle strategies.
- Cross-Functional Influence: Proven ability to collaborate across marketing, product, data, creative, and retail functions.
- Operational Excellence: Strong program management skills, with ability to manage complex campaigns across multiple markets and teams.
- Team Development: Track record of building and managing high-performing teams.
Qualifications
- 12+ years in CRM, lifecycle, or retention marketing; 5+ years in senior leadership.
- Experience leading CRM at scale for a global retail, lifestyle, or consumer brand.
- Deep expertise in email, SMS, and push, including automation and personalization.
- Demonstrated success in driving international CRM strategies.
- Strong analytical background; fluency in marketing technology and data platforms.
- Exceptional leadership and communication skills; ability to influence at all levels of the organization.
Success Metrics
- Retention & LTV Growth: Demonstrated improvement in customer repeat purchase rates and lifetime value.
- International Contribution: Growth in CRM-driven revenue and engagement from international markets.
- Channel Performance: Engagement, conversion, and revenue lift across email, SMS, and push.
- Customer-Centricity: Shift from calendar-driven to lifecycle-driven messaging, with measurable impact.
- Growth in Seasonal/core product sales from this channel and less reliance on colour drops.
- Team Health: Strong employee engagement, development, and retention within the CRM team.