Alexander Wang Director, Digital Marketing & CRM

Position Title: Director, Digital Marketing & CRM
Reporting to Title: Chief Digital & Commercial Officer

Summary:
The Director, Digital Marketing & CRM will lead the strategy and execution of digital marketing and customer relationship management initiatives to drive acquisition, retention, and customer lifetime value. This role will define a luxury, client-centric ecosystem that seamlessly blends performance marketing with high-touch clienteling and personalized experiences, owning the end-to-end customer lifecycle with a focus on VIP engagement and omnichannel excellence.

This role is hybrid, 4 days in-office (Monday - Thursday).

Responsibilities include but are not limited to:

Digital Marketing & Growth
• Define and execute an integrated digital marketing strategy across paid media, SEO/SEM, AEO, affiliates, and emerging platforms to drive efficient customer acquisition and long-term brand growth. • Own and optimize the digital marketing budget globally, maximizing ROI/ROAS through disciplined testing, performance tracking, and channel allocation. • Lead performance marketing efforts, ensuring best-in-class campaign execution, optimization, and innovation. • Partner closely with Digital and Integrated Marketing teams to align digital acquisition strategies with brand campaigns, ensuring cohesive storytelling, channel orchestration, and full-funnel impact.

CRM, Clienteling & Lifecycle
• Develop and scale a luxury omnichannel CRM strategy that delivers personalized, high-touch experiences across the full customer lifecycle-from acquisition through loyalty and reactivation. • Design and implement tiered client strategies, including VIP and top-client programs with exclusive access, benefits, and curated experiences. • Partner with Retail teams to enable seamless omnichannel clienteling, connecting digital and in-store interactions (e.g., associate outreach, appointments, personalized recommendations). • Oversee CRM communications and storytelling to ensure all touchpoints are bespoke, brand-right, and aligned with key campaigns and product launches.

Customer Data, Personalization & Technology
• Establish advanced customer segmentation and targeting frameworks to identify high-value clients and unlock incremental lifetime value. • Enhance data capture and enrichment across all touchpoints (e-commerce, retail, events) to build a unified 360° customer view. • Partner with Digital and Technology teams to strengthen customer data infrastructure, including CDP capabilities, identity resolution, and omnichannel integration. • Own CRM platforms and marketing automation tools, ensuring excellence in execution, deliverability, and continuous optimization.

Performance, Insights & Partnerships
• Define and track KPIs across the full funnel, with a focus on retention, repeat purchase, VIP penetration, and customer lifetime value. • Partner with the Integrated Marketing team to measure campaign effectiveness holistically, connecting brand performance to customer engagement, conversion, and lifetime value. • Align acquisition and CRM strategies to ensure high-quality customer growth and long-term client development. • Manage external agencies and technology partners, identifying opportunities to elevate personalization, CRM capabilities, and clienteling tools.

Leadership & Culture
• Champion a customer-first, service-driven mindset that reflects the expectations of a luxury consumer at every touchpoint. • Lead, mentor, and develop a high-performing digital marketing and CRM team.

Position Requirements: • Bachelor's degree or equivalent experience required. • 7-10+ years of progressive experience in digital marketing and CRM, with at least 2-3 years in a leadership role, preferably within a luxury or premium brand environment. • Strong background in e-commerce and performance marketing within fashion, retail, or consumer brands preferred. • Proven track record of managing and optimizing significant digital marketing budgets. • Deep analytical mindset with expertise in marketing analytics, attribution, and performance measurement. • Strong understanding of website architecture, e-commerce flows, SEO best practices, tagging frameworks, and conversion optimization. • Experience managing external agencies, vendors, and cross-functional stakeholders. • Demonstrated hands-on project management and organizational skills, with the ability to manage multiple initiatives in a fast-paced environment. • Team player who enjoys collaborating cross-functionally (Digital, Tech, Retail, Creative, Integrated Marketing, Social) • Advanced proficiency in Google Analytics (GA4 preferred).

Preferred Qualifications • Working knowledge of HTML/CSS, particularly within email marketing environments. • Experience with Google Tag Manager implementation and tagging strategy. • Familiarity with platforms such as Shopify, Salesforce Commerce Cloud (SFCC), Jira, Confluence, and Looker. • CRM and customer lifecycle marketing experience. • Experience with affiliate marketing platforms, email service providers, and Google Search Console. • Experience with AEO (Answer Engine Optimization) and an understanding of how AI-driven search surfaces, including ChatGPT, Perplexity, and Google's AI Overviews, are reshaping organic discovery and brand visibility

We are an Equal Opportunity Employer M/D/F/V

In compliance with the New York City salary transparency requirements, the potential salary for this position is from $150,000 to $160,000, which represents a range commensurate with experience, knowledge, and skills required.