Director, CRM. (Los Angeles, CA)

“Director, CRM” (Los Angeles, CA) Company Overview

Charming Charlie, the award-winning, rapidly growing and highly profitable fashion accessories retailer, has been recognized for leading a Retail revolution. Its uniquely designed in-store experience features an unparalleled variety and volume of accessories, ingeniously arranged by color, making that perfect accent fun and easy to find. With more than 350 stores (and expanding) in the United States and Canada plus Dubai and more soon to come, stocked full of all the latest trends, Charming Charlie is spreading style from coast to coast with chic, affordable fashion and insider style advice that has women coming back again and again. Founded in 2004, by their CEO, Mr. Charlie Chanaratsopon, the company is privately-held, with a majority stake held by private equity firm TSG Partners. For more information on the company, and a peek at their initial move into e-commerce, please visit www.charmingcharlie.com.

Position Overview

The “Director, CRM” is responsible for activating and achieving Charming Charlie’s long-term objective of building loyal relationships with their customers at scale, as a means of increasing affinity, loyalty, frequency, referrals to friends, and purchases of additional Charming Charlie products, driving higher Customer Lifetime Value (LTV). The Director, CRM reports to the Vice President of Marketing and directs the design, development, multi-channel execution, and analysis of CRM strategies and programs. The ideal candidate will be a demonstrated and accomplished leader in the Retail Marketing industry with a proven track record of success as a team leader at a mid to large-size fashion Retailer. We are seeking someone who has thrived in a high-growth, entrepreneurial environment but also brings best-in-class Retail and CRM expertise and has demonstrated ability in driving business impact for a brand recognized as “best-in-class.”

The Director, CRM will foster the development of a customer insight-driven, test-and-learn culture, utilizing CRM data and customer insights to drive more effective strategies across all channels of DTC Marketing, as well as innovative business strategies throughout the organization. The role will oversee significant Direct Mail campaigns, loyalty program development and execution, Database Marketing and Reporting, Analytics, and client research, using customer insights—and a “customer first” mentality—to create effective, response-driven communication programs and guide strategic direction within the organization.

Scope of Responsibilities

• Engagement Strategy – Help identify, test, implement and govern—with leadership and input from colleagues—the optimal contact strategy to help determine “who gets what, when and how” in order to maximize customer LTV and deepen Brand engagement. Continually help define customer segmentation (demographics, psychographics, buying behavior and motivations, etc.) and optimize for each critical customer segment product/solution, and channel (Email, Direct Mail, Mobile/Tablet App, Web Site). Design the optimal contact strategy based on a rigorous, customer insight-driven approach.

Scope of Responsibilities continued

• Segmentation and Targeting – Working closely with others across the Marketing team, the new Director, CRM will be responsible for developing a quantitatively-derived, fact and insight-based segmentation framework that identifies, defines and prioritizes the highest potential CC customers with the greatest Customer Lifetime Value (LTV) in order to appropriately allocate Marketing resources to capitalize on these segments in a manner that meets CC’s payout and ROI goals. This segmentation work will help drive the optimization and utilization of a proprietary CC database (active, pre-lapsed, and lapsed customers), leveraged for each segment and channel.

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Retention & Loyalty – Continue to develop, test, learn, implement and measure, the optimal contact and segmentation strategy to determine “the right message to the right customer through the right channel at the right time” in order to increase loyalty, maximize retention, and enhance LTV. Deliver these goals by utilizing relevant, targeted communications, life-cycle management and other CRM tactics. Oversee the strategic alignment, integration and execution of all 3rd _{party agencies that support CC’s Customer}

Engagement activities (data analytics partners, email service bureaus, IT partners, etc.). Serve as a customer advocate in driving industry best practices and the evolution and adoption of cutting edge CRM tools and processes and platform functionality integral to success while constantly working to provide optimal structure to the CRM team.

• Cross-Sell & Up-Sell – Develop a targeted effort to encourage CC customers to increase the size of their shopping basket (Avg. Transaction Size), incentivizing them to buy more, and buy more often—across multiple channels. As the company grows, and extends into other product segments, this effort will be critical to enhancing customer LTV, as well as overall company profitability and valuation.

• Analytics – Oversee multi-variant testing analytics in a rapidly moving “test and learn” environment to assist in the delivery of exceptional customer experiences, engagement strategy, new application launches, personalizations, communications and site enhancements. Also oversee analytics support for all key (owned) Marketing channels including Email, Direct Mail, and Mobile. Ensure best-in-class analytics approaches/tools and Marketing Mix modeling to enhance profitability and IMROI. Work effectively with E-commerce business partners by providing timely and relevant insights—derived from data—to facilitate improved enterprise-wide decision making.

• Brand Stewardship – While not directly responsible for managing the “Charming Charlie” brand, this individual should collaborate and interact with all the Marketing leaders, internal creative personnel, as well as with external agency partners, to ensure all CC loyalty programs differentiate and enhance the CC core brand equities across all customer touch-points, and all relevant channels (offline, in-store, and digital) in a manner that drives measurable Brand preference and equity gains.

• Organizational Development – Review and enhance, where necessary, all loyalty and CRM processes, measurements, information systems, etc., that are needed to enable the CC Marketing team to operate efficiently and effectively in pursuit of its customer loyalty and LTV objectives. The new Director, CRM will be responsible for enhancing Loyalty by overseeing and improving organizational design, structure, priorities, management processes and reporting information systems. They will be responsible for hiring, developing and promoting talent.

Performance & Success Measures • Increase Customer Retention/Loyalty

• Increase Customer Referrals and “CC” Recommendations

• Increase Sales (Avg. Transaction Size) from Up-Selling and Cross-Selling • Increase Frequency of Visits

• Reduce Customer Lapse; Re-engage Lapsed Customers • Increase Customer Satisfaction (Net Promoter® Score) • Increase Marketing Effectiveness (ROI)

• Enhance Brand Health Measures (Awareness, Preference, Key Attributes) Reporting Relationships

The new “Director, CRM” will report into Ms. Leanna Levy, VP, Marketing. Leanna joined Charming Charlie in the fall of 2014 from HALSTON, where she managed global Retail and Wholesale Marketing, E-commerce and PR. She led the design and launch of the company’s first digital flagship e-commerce site and CRM Marketing program. Prior to that, she worked directly with CEO/Founder of True Religion Brand Jeans to crystallize the core brand vision and voice. Leanna’s Fashion Marketing expertise evolved with her roles at BCBG where she ultimately led global Marketing Strategy for all brands after beginning her career there in PR. She earned her B.S. from the University of Florida.

Potential Staff (all new) • Manager, Client Insights • Manager, CRM Database • CRM Analyst

• Manager, Loyalty

• External Agencies, Consultants

Key Internal Operating Relationships • President (Steve Lovell)

• CFO (Tom Fitzgerald)

• Chief Merchant (Jody Austin) • SVP, CIO (John Hnanicek) • SVP, P&A (Toni Robinson)

• SVP, Stores (Melissa Whitehead)

• Director, Financial Planning & Analysis (Ed Keys) Compensation & Benefits

• Competitive base salary

• 20% target annual bonus based on company performance • Stock options-eligible based on job performance

• 401K

• Non-Qualified Deferred Compensation Program • PTO, health and wellness benefits

• Relocation assistance to Westwood - Los Angeles - area (as needed) © 2015 Wiser Partners, LLC

Candidate Profile Experience Base

• CRM/Loyalty Marketing – Experience designing and deploying a comprehensive, omni-channel CRM program (retention-focused), utilizing a variety of incentives, rewards, and products to establish and enhance purchase, membership, and loyalty over time. These programs should include both online and offline channels and tools for building and driving engagement and loyalty, supported by the most sophisticated Segmentation, Analytics, and Direct Marketing.

• Retail & E-Commerce Experience – Candidates should have recent experience managing CRM/Loyalty for a Retail business (actually selling products or services) or an online retail channel (for a business selling in other channels, too), and developing Loyalty Marketing plans to drive that business (with an understanding of the current eCRM marketplace and agencies/suppliers). Must be familiar with a variety of Interactive/Digital Marketing tools, including E-Mail, Re-targeting, Display Advertising, Affiliate, SEO/SEM, Social Media, and Mobile.

• Entrepreneurial Experience – Ideally, secondary experience in a smaller, more entrepreneurial, brand-driven, consumer-facing company. Of particular interest, experience in lean businesses within industries with multiple communication and distribution channels. Key here is learning how to be resourceful, adaptive, and moving to market with urgency.

• Functional Development – Demonstrated success building organizational capabilities through process design, organizational development, recruiting and training high-performing Marketing teams. This also includes developing the optimal lineup of external agency partners, contractors, consultants and other supplier partners.

Skill Set

• World-class Direct Marketing skills and execution abilities (technically proficient) • Clear, succinct Communication (gets straight to the point)

• Innovative and creative thinking balanced with pragmatism (fresh, big-picture thinking) • Organizational leadership and team development (leads through influence)

• Intellectual horsepower (highly analytical & strategic)

• Drives for results in prioritized manner (balanced sense of urgency) • Listening skills, minimal ego (listen first, then respond)

• Complex problem-solving, with hands-on ability (create options, then converge) • Organized and attention-to-detail approach (strong tactical execution)

• Highly resourceful (stretches people and money; compresses time) • Agile (can adapt quickly to a changing environment)

• Collaborative (works with peers across many functionalities within the company) • Financially minded (P&L responsibility and mindset)

Personality Profile • Strong leadership skills

• High degree of emotional intelligence • Self-directed/motivated

• Flexible and adaptable

• Results orientation with keen commercial mentality • Enthusiastic with pride and passion for winning • Blue-collar work ethic

• Frugal – treats company resources as his/her own • High integrity and trustworthy

• Flexible intellect and highly flexible work style

• Comfort working in a fast-paced, highly dynamic work environment

Search Contact David Wiser

Principal Partner – Cincinnati, OH Office [email protected]

513.919.4000 (M)

File: Position Specifications/Charming Charlie/Charming Charlie Dir CRM Spec (01 26 15-F-DW)