The Director of CRM leads Mixbook's lifecycle marketing, responsible for retention, engagement, and customer lifetime value across multiple channels. This player-coach role involves defining strategy, executing initiatives, and leading a team to achieve measurable outcomes.
About Mixbook
Overview
Location
What you’ll doLifecycle Strategy & Business Ownership
What You’ll Need
Mixbook is an award-winning design platform that gives consumers unmatched creative freedom to design and share one-of-a-kind stories, transforming the lives of more than 6 million people. We are the #1 rated photo book service in the US, with 36,000+ five-star reviews and a profitable, growing business.
Customers love Mixbook for our powerful and intuitive editor, exceptional quality, designer-curated themes, and fanatical customer service. Founded by two UC Berkeley entrepreneurs named to Inc.’s 30 Under 30, Mixbook has been featured on the Today Show, Good Morning America, TechCrunch, The Verge, The Washington Post, The New York Times, and more.
Today, Mixbook is a global team building thoughtful, beautifully crafted products at scale - and we’re just getting started.
The Head of CRM owns Mixbook’s lifecycle marketing strategy and performance, with accountability for driving retention, engagement, and customer lifetime value (LTV). This role serves as the single-threaded owner for CRM as a growth engine, defining the lifecycle roadmap across email, SMS, push notifications, direct mail, loyalty, and referral programs.
Reporting to the VP of Growth Marketing, the Head of CRM sets the vision, prioritization, and operating model for lifecycle marketing while leading a team responsible for execution. This is a player-coach role: while the primary focus is strategic leadership and team enablement, this role will occasionally roll up their sleeves to dive into reporting, analysis, and select execution when needed to accelerate impact or unblock progress.
This is a remote position with quarterly travel to the San Francisco Bay Area, with preferred location in the PST timezone.
- Own lifecycle revenue, retention, repeat rate, and LTV performance across CRM channels
- Define and maintain the lifecycle roadmap across acquisition, onboarding, engagement, retention, reactivation, and loyalty aligned with Mixbook’s brand vision
- Act as the single accountable owner for CRM strategy, prioritization, and results
- Set strategy and guardrails across email, SMS, push notifications, direct mail, loyalty, and referral programs to meet or exceed revenue goals
- Ensure strong orchestration across channels, balancing short-term performance with long-term customer value
- Establish promotion and messaging governance to drive sustainable lifecycle performance
- Establish and execute frameworks for CRM testing and optimization to drive incrementality
- Partner with Data and Analytics to define lifecycle health metrics and success criteria
- Translate performance data and insights into clear priorities, roadmap adjustments, and investment decisions
- Own CRM platform strategy, integrations, and vendor relationships (e.g., Iterable, Attentive, direct mail partners)
- Partner with Product and Engineering on identity, data flows, and personalization capabilities
- Ensure CRM tooling, data, and processes scale with the business
- Lead, mentor, and develop CRM Manager(s) while setting clear operating standards and expectations
- Act as a player-coach when needed, stepping in on reporting, analysis, or select execution during high-impact moments
- Provide hands-on leadership for new initiatives to drive speed, clarity, and quality
- Partner closely with Creative, Product, Data, Growth, and Customer Experience teams
- Serve as the lifecycle voice in cross-functional planning and prioritization
- Ensure CRM strategy is tightly aligned with broader company and growth initiatives
- 10+ years of experience in CRM and lifecycle marketing within a consumer, DTC, or eCommerce environment
- Proven track record of driving measurable improvements in retention, engagement, and LTV
- Experience leading lifecycle strategy across multiple channels (email, SMS, push, loyalty, direct mail)
- Strong background in experimentation, measurement, and data-driven decision-making
- Proven ability to translate analytical data into clear strategic insights that drive impactful lifecycle marketing programs
- Experience managing and developing high-performing marketing teams
- Deep familiarity with CRM platforms and marketing automation tools (Iterable preferred)
- Ability to influence cross-functional partners and drive alignment across teams
- Strong organizational skills with the ability to prioritize, simplify, and execute in a fast-paced environment
#LI-Remote
Company Mission Our mission is to empower people to be creative and connect deeply with the ones they love. Unlike many growth companies, we have invested deeply in culture. Organizational health is central to our long-term strategy - we believe that when we care for our people, they build great products, our customers feel the difference, and our business grows as a result.
We want people to join us who live our values:
- Courageous Care - empathy with backbone; caring enough to be clear
- Craftsmanship - pride in what we build and who it’s for; ownership end-to-end
- Pioneer Spirit - moving fast and thinking ahead; treating constraints as creative fuel
If Mixbook resonates with you and you’re excited by the work ahead, we encourage you to apply!
Top Skills
Crm Platforms
Iterable
Marketing Automation Tools
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