Director, CRM

THE BIGGEST NAME IN HOME. THE BOLDEST TEAM IN E-COMMERCE. Ashley Digital is the e-commerce engine behind Ashley — one of the most recognized home brands on the planet. As the world's largest manufacturer of home furnishings and the largest furniture store brand in North America, Ashley is in a category unto itself. Our team sits at the intersection of world-class retail and digital innovation, driving the e-commerce experience for millions of customers across every platform and touchpoint. We're a fast-moving, highly collaborative team operating at a transformational moment, and we're charged with shaping how people discover, explore, and buy home furnishings. Our expertise spans data science, performance marketing, product, and creative, and our work reaches millions of customers every day. It's a rare combination: the energy of a tech company, the stability of an industry leader, and the opportunity to build something truly significant. If you're energized by transformation, collaboration, and meaningful impact at scale, Ashley Digital is where ambition meets opportunity. To be considered for this remote opportunity, you must reside and be authorized to work within the United States. The ideal candidate will be able to work Eastern Standard Time. About the Role: Ashley Digital is looking for a curious, analytically driven marketing leader to own and evolve the Ashley Furniture CRM program. The Director, Ashley CRM will be responsible for growing consumer revenue across a broad and complex product catalog, developing lifecycle strategies across email, SMS and lead capture, while navigating the operational realities of both corporate-owned and licensee store channels. This is a high-volume program: over 1 billion email sends and 100 million SMS messages annually, requiring both strategic leadership and operational precision to execute well. This is a role for someone who is energized by building. Ashley is growing and evolving, and this person will play an active role in shaping what the CRM program becomes. The right candidate moves with purpose, creates clarity for their team, and sees change as an opportunity rather than an obstacle. Beyond marketing strategy, this role carries real technical and operational ownership. You'll be responsible for the health and performance of our ESP platform (Zeta), which means solving platform-level problems, driving technical execution, and partnering cross-functionally to build and maintain complex, multi-touchpoint journeys. Strategic vision matters here, but so does the ability to get into the weeds. This role reports to the Senior Director, CRM and is part of a broader CRM organization spanning six brands, with opportunities to collaborate on shared standards, tooling, and strategy across the portfolio. What You’ll Be Doing: Direct the CRM calendar, setting email and SMS scheduling and segmentation strategy in support of the company's promotional calendar; provide strategic direction and day-to-day guidance to the senior manager responsible for calendar execution Oversee lifecycle journey strategy across email and SMS, ensuring journeys and campaign sends are complementary and collectively driving toward revenue and engagement goals Monitor email and SMS send volume against platform costs, proactively identify budget risks, and recommend program adjustments to stay within budget Own the CRM testing roadmap: analyze results using established methods, determine next steps, and prioritize the next best test to drive continuous program improvement Design and evaluate analyses to measure program performance against goals on a weekly, monthly, and quarterly basis Leverage segmentation, behavioral targeting, and personalization to maximize engagement across the customer lifecycle Manage day-to-day relationships with CRM vendors, including primary ESP (currently Zeta); evaluate platform performance, lead initial contract renewal discussions, and make recommendations on tooling needs or changes Lead cross-functional relationships with brand, data and analytics, creative, product, growth, and customer success to ensure CRM outputs are strategically aligned Maintain current knowledge of CRM best practices, technology, and trends and apply insights to evolve the program Lead and develop a team of three — two senior managers and one specialist — investing genuinely in their growth, performance, and long-term development The responsibilities described above are not exhaustive. You may be asked, from time to time and as reasonably required by business needs, to perform other duties consistent with your skills and role, including work for or on behalf of our related entities. This job description does not constitute a contract of employment and may be modified at any time, subject to applicable law.  Skills & Qualifications Experience & Education 6+ years of email and SMS marketing experience in eCommerce/DTC and retail environments Proven track record managing and developing teams of 2 or more Bachelor's degree preferred Technical Proficiency Hands-on experience with email development, including working knowledge of HTML for email Proficiency with analytics platforms such as Looker; ability to rapidly develop expertise in new tools Familiarity with Zeta or comparable ESP platforms (Zeta experience a plus) Strong understanding of CAN-SPAM regulations and email industry best practices Analytical & Strategic Thinking Data-driven mindset with the ability to synthesize large datasets, identify trends, surface anomalies, and translate findings into actionable test-and-learn recommendations Communication & Creative Skills Exceptional written and verbal communication skills with a keen creative sensibility and meticulous attention to detail Work Style & Adaptability Thrives in fast-paced environments with the ability to ramp quickly, iterate, and manage multiple priorities with urgency Self