Director of CRM

About the Company

Net32 is the pioneering eCommerce marketplace dedicated to serving over 75,000 dental professionals. Our platform revolutionizes the way dental practices procure supplies, fostering substantial savings and enhancing patient care quality. We're rapidly expanding and searching for passionate individuals eager to contribute to our

mission. Net32 offers competitive compensation, remote work opportunities, and is committed to inclusive hiring practices.

About the Job

Reporting to the VP, Digital, the Director of CRM will lead the strategy and execution of our customer relationship management and lifecycle and retention marketing initiatives to enhance customer engagement, retention, and satisfaction. This role focuses on developing and implementing strategies that drive customer lifetime value (LTV) by ensuring customers stay longer, purchase more frequently, and increase their purchase amounts. The Director of CRM will work closely with cross-functional teams, including CRO, Merchandising, Performance Marketing, Product Development, Engineering, Supply Chain, and Contact Center, to ensure a seamless and integrated customer experience. This position involves deep customer data analysis, segmentation, and personalization to optimize marketing efforts. A critical aspect of this role includes building and managing an internal CRM team and implementing CRM systems and processes.

Responsibilities include, but are not limited to:

• Develop CRM Strategies: Create and implement CRM strategies that enhance customer engagement, retention, and satisfaction. Focus on increasing CLV through targeted initiatives.
• Customer Data Analysis: Analyze customer data to identify trends, segment customers, define audiences, and make data-driven decisions. Use advanced analytics to understand customer behavior and predict future CLV.
• Personalization: Ensure personalized customer interactions by tailoring communications and marketing efforts based on individual customer profiles and behaviors.
• Cross-Functional Collaboration: Work closely with CRO, Merchandising, Performance Marketing, Product Development, Engineering, Supply Chain, and Contact Center teams to ensure a seamless customer experience.
• Team Management: Build, manage, and mentor an internal team of CRM professionals. Define roles, create job descriptions, assign responsibilities, and ensure the team has the tools and resources to succeed. Serve as a key leader within the company, identifying and driving business opportunities through cross-functional partnerships across Creative, eCommerce, Customer Operations, Product, and Engineering.
• CRM System Management: Own the evaluation of our current ESP (Klaviyo) and SMS/MMS (Attentive) systems, define the requirements for a CRM that meets our growing needs, align on the best technology, and oversee the implementation and optimization of the chosen CRM system to ensure it effectively captures, organizes, and analyzes customer data.
• Lifecycle Marketing: Develop and manage lifecycle marketing programs that enhance customer journeys and drive higher cohort-level conversion and customer spending. Facilitate and manage channel forecasting, budgeting, pacing, campaign creation, and optimization.
• Marketing Calendar Oversight: Manage Net32’s lifecycle marketing calendar and roadmap to ensure all content is developed along the consumer journey, with touchpoints applied at all points throughout the funnel focused on improving our behavioral marketing flows to increase LTV.
• Performance Monitoring: Manage the Customer Database. Create segments and define audiences based on key insights and manage channel performance against KPIs for campaigns, including customer behaviors from past email and SMS campaigns, user engagement, and website interactions, and drive retention and revenue performance against KPI goals (CTR, CVR, ROAS, CPA, CPC, EPC, Open Rate). Create a well-oiled nurture machine that generates conversions and promotes list growth.
• Email Deliverability & Contact List Cleaning: Diagnose email deliverability health— including but not limited to high bounce rates and spam folder placement — alongside our cross-functional teams and stakeholders to target 100% email deliverability. Understand how to identify the root cause of the problem to solve it quickly and get and keep our brand back on track.
• Process Improvement: Identify opportunities for process improvements and automation within CRM initiatives.
• Global Data Privacy Policies: Stay on top of the rapidly changing global data privacy policies, a growing SMS marketing industry, opt-in requirements for both Email and SMS and an increase in the value of an owned and engaged Email marketing list.
• Customer Journey Mapping & Personalization: Design and evaluate customer journey maps, ensuring each touchpoint is identified and optimized for maximum engagement and retention.
• Innovative Testing: Develop and execute a rigorous testing agenda to optimize content and channel performance through iterative testing, data analysis, and continuous improvement.
• Other duties may be assigned as necessary.

Education & Experience

• Bachelor's degree in Marketing, Business, or a related field. An MBA is a plus.
• 10+ years of experience in CRM or a related role.
• Proven experience building and managing a brand-side internal CRM team, including defining roles, creating job descriptions, assigning responsibilities, developing, and managing performance​.
• Proven track record of developing and implementing successful CRM strategies focused on increasing customer LTV.
• Experience in facilitating and managing channel forecasting, budgeting, pacing, campaign creation, and optimization.
• Expertise in e-commerce lifecycle marketing and customer segmentation.
• B2B experience preferred.
• Strong analytical skills and experience with data analysis tools (e.g., Tableau, Sigma).
• Excellent leadership and team management skills.
• 4+ years with CRM software and systems (e.g., Salesforce, HubSpot, Klaviyo, Braze, Iterable).
• Proficient in Microsoft Office (Outlook, Word, Excel & PowerPoint) with an ability to learn company-specific programs and software.
• Familiarity with mobile messaging, advertising, and apps.
• Ability to work in a fast-paced, dynamic environment.
• Nimble with shifting priorities and deadlines. Able to quickly react and pivot strategies when needed.
• Strategic mindset with a customer-centric approach.
• Natural curiosity to understand customer behavior and leverage insights to drive engagement and retention.
• Exceptional problem-solving skills with a demonstrated ability to connect creative thinking and bold actions to business results.
• Highly motivated with strong initiative and the ability to work independently and collaboratively as part of a diverse, dynamic, and geographically dispersed interdisciplinary team.
• Excellent verbal, written communication and interpersonal skills while being highly organized and detail oriented.
• Periodic domestic travel is required.
• Must be based in the US with full work authorization.

Telecommuting Requirements

• Ability to keep all company sensitive documents secure.
• Required to have a dedicated work area established that is separated from other living areas and provides information privacy.
• Must have the required internet speed of at least 25 Mbps (download) and 5 (upload) to support voice traffic and HTTPS web traffic using a hard-approved high-speed internet connection or leverage an existing high-speed internet service.

Special Working Conditions and Physical Demands

• Work in an remote office environment using a computer for a significant amount of time.
• Must be able to work East Coast core business hours.

Net32 is an equal opportunity employer. We value diversity and are committed to creating an inclusive environment for all employees. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or protected veteran

status. Reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential functions of this position.

Recruiting Agencies, Please Note: Net32 will not accept unsolicited assistance from recruiting/search agencies for this employment opportunity. Please, no phone calls or emails. All resumes submitted by recruiting or search agencies to any employee at Net32 via email, the Internet, or in any form and/or method without a valid written

search/recruitment agreement in place for this position will be deemed the sole property of Net32. No fee will be paid in the event the candidate is hired by Net32 as a result of the referral or through other means.