Director, CRM

Position Overview 

The Guitar Center Company is seeking a bold, technically fluent, and strategic Director, CRM to lead the next chapter of lifecycle marketing across Guitar Center and Musician’s Friend.

The Director of CRM will own the strategy, execution, and performance of Guitar Center’s customer lifecycle marketing across email, SMS, and push notifications. This leader is responsible for driving measurable revenue growth, increasing customer lifetime value (LTV), and building a best-in-class, data-driven CRM engine that powers the entire omnichannel experience.

This role sits at the center of our digital ecosystem — acting as the connective tissue between ecommerce, marketing, merchandising, and the contact center — ensuring that customer data is activated effectively to deliver personalized, high-impact experiences across every touchpoint.

The ideal candidate is both a strategic operator and hands-on leader who thrives in a performance culture, builds high-performing teams, and consistently delivers against aggressive growth targets.

Please note this is an on-site position, Tuesday-Thursday, with WFH Monday's and Friday's. 

Key Responsibilities:

Own CRM Revenue & Lifecycle Performance

• Lead the end-to-end CRM strategy across email, SMS, and push, with full accountability for revenue contribution and LTV growth
• Build and optimize lifecycle programs across acquisition, onboarding, engagement, retention, and reactivation
• Establish CRM as a core revenue driver within the digital mix, with clear attribution and incrementality measurement
• Continuously test, learn, and scale programs that improve conversion, frequency, and customer value

Drive Customer-Centric, Data-Driven Marketing

• Partner with ecommerce and data teams to translate customer behavior into actionable segmentation and personalization strategies
• Leverage CDP / ESP capabilities to deliver dynamic, highly targeted messaging at scale
• Develop a unified view of the customer and ensure consistent, relevant communication across channels
• Champion a test-and-learn culture, with rigorous A/B testing and experimentation frameworks
• Advance attribution sophistication across CRM channels, improving visibility into true incremental impact and enabling better investment decisions

Own Omnichannel Campaign Orchestration

• Partner with marketing, merchandising, and ecommerce teams to bring campaigns and promotions to life across the full customer lifecycle
• Ensure CRM is fully integrated into all major campaigns, product launches, and promotional moments
• Align messaging across digital, stores, and contact center to create a seamless customer experience
• Drive coordinated campaign execution that maximizes total business impact — not just channel-level performance

Connect Digital & Contact Center Experiences

• Act as the primary conduit between ecommerce/customer data and the contact center
• Partner with contact center leadership to activate CRM insights into outbound/inbound customer engagement strategies
• Develop customer lists, triggers, and workflows that enable more effective selling and service interactions
• Help evolve the contact center into a fully integrated revenue and relationship channel

Build & Lead a High-Performing CRM Team

• Recruit, develop, and retain top CRM talent across strategy, operations, and execution
• Set a high performance bar with clear goals, accountability, and a results-driven culture
• Elevate team capabilities in data, segmentation, personalization, and marketing technology
• Foster strong cross-functional collaboration while maintaining ownership and accountability for outcomes

Leverage AI & Automation to Scale Lifecycle Marketing

• Implement and scale AI-driven lifecycle journey automation, enabling more personalized, real-time customer experiences across channels
• Identify opportunities to use AI for segmentation, content generation, send-time optimization, and predictive targeting
• Partner with data and engineering teams to embed AI capabilities into CRM workflows and decisioning
• Continuously evaluate emerging technologies to increase efficiency, personalization, and performance

Optimize Technology & Infrastructure

• Own the CRM tech stack (ESP, SMS platforms, push infrastructure, CDP integrations)
• Identify and implement tools and capabilities that unlock scale, efficiency, and personalization
• Partner with engineering and data teams to improve data quality, latency, and activation capabilities
• Ensure operational excellence across campaign execution, deliverability, and compliance

Required Qualifications

• 5+ years of experience in CRM, lifecycle marketing, or retention marketing, ideally in ecommerce or omnichannel retail
• Proven track record of driving significant revenue and LTV growth through CRM channels
• Deep expertise in email, SMS, push, segmentation, personalization, and marketing automation
• Strong analytical mindset with experience in attribution, incrementality testing, and performance measurement
• Experience working cross-functionally with ecommerce, merchandising, marketing, and customer service teams
• Demonstrated success building and leading high-performing teams in fast-paced environmentsExperience with modern CRM/CDP platform
• s (e.g., Salesforce Marketing Cloud, Braze, Iterable, Segment, etc.)

What Success Looks Like

• CRM becomes a top-tier revenue and profit driver, with clear, measurable contribution to the business
• Significant improvement in customer LTV, retention, and repeat purchase behavior
• Fully integrated omnichannel lifecycle marketing engine across digital, stores, and contact center
• High-performing team that operates with speed, accountability, and a relentless focus on results
• A best-in-class CRM program that combines data, creativity, AI-driven automation, and executional excellence

Why Guitar Center? Here's just some of the rewards: