Director of Global CRM, Membership & Loyalty

At a Glance

We are looking for a Global Leader to define and lead the global CRM, Membership & Loyalty programs and retention strategy — creating the foundation for how we build lifelong, meaningful customer relationships.

As Director of Membership and CRM, you will shape a compelling global framework that connects data, creativity, and technology across all touchpoints — web, app, and retail — ensuring a seamless omnichannel experience and a unified customer view.

You will empower local markets to execute brilliantly through scalable frameworks, AI-driven personalization, and loyalty-led engagement, ensuring that every interaction strengthens the connection between customer and brand.

Your Impact

Define Foundational Vision, Loyalty & Retention Strategy

• Shape the global Membership, CRM and loyalty vision, defining the overarching strategy and retention framework that unifies how we engage with customers across channels and regions.

• Establish a global retention mandate anchored in data-driven decision-making and customer lifetime value (CLV).

• Develop a cohesive loyalty philosophy that integrates seamlessly into lifecycle programs, connecting digital and physical experiences.

• Partner with Brand, Marketing, and Membership to define how loyalty and retention are expressed through storytelling, rewards, and engagement.

• Champion responsible data usage and collaborate with Data & Digital Product on governance compliance.

Design High-Impact Capabilities & Omnichannel Flows

(In partnership with Digital Product / MarTech)

• Own the strategic design and intent of automated, omnichannel customer journeys — from onboarding to post-purchase, replenishment, and reactivation.
Establish templates and playbooks for high-impact flows that combine hyper-personalization with core loyalty program mechanics.

• Partner with Digital Product (CRM/MarTech) to evolve the global CRM platform stack (Braze, CDP, etc.) into a scalable, AI-ready system supporting omnichannel automation.

• Champion experimentation, personalization, and cross-channel orchestration, ensuring every touchpoint contributes to brand and business growth.

• Build scalable frameworks for global-to-local execution — ensuring consistency, compliance, and operational excellence.

Champion AI, Predictive Intelligence & Future Commerce

• Partner with Data Science and MarTech Product to ensure predictive intelligence and AI-driven personalization are leveraged across lifecycle programs.

• Champion the adoption of AI across CRM for hyper-personalization, content generation, and timing optimization.

• Anticipate and prepare for the next frontier of engagement — from agentic commerce (AI agents acting on behalf of users) to conversational and voice-driven interactions.
Evaluate and influence CRM system evolution to ensure readiness for emerging technologies and data ecosystems.

• Lead pilots that explore how AI and automation can deepen personalization, reduce manual work, and enhance creative output.

Lead Complex Cross-Functional Alignment

• Partner with senior leaders in Technology, Digital Product, Data, Brand, and Markets to ensure CRM strategy aligns with global platform capabilities and local needs.

• Influence product and marketing roadmaps to ensure CRM is embedded into key initiatives across acquisition, engagement, and retention.

• Collaboration with regional CRM leads around bringing local insights and cultural nuances into the global strategy — scaling what works across markets.

• Act as the global voice of CRM in cross-functional steering forums, influencing resource prioritization and roadmap sequencing.

Foster a Culture of Enablement

• Build and standardize global CRM playbooks, best practices, and templates that enable markets to execute with excellence.

• Partner with regional teams to elevate execution quality — from lead generation to loyalty lifecycle.

• Provide training, governance, and guardrails that protect brand consistency while enabling local creativity.

• Foster a test-and-learn culture across global and market teams — embedding CRM measurement into all key initiatives..

• Establish regular global alignment forums to share learnings, performance insights, and innovation opportunities.

Measurement & Impact

• Drive execution excellence across markets and measure revenue and retention impact of CRM activations.

• Partner with the Global Customer Analytics team to define KPIs and measurement frameworks for CRM success (engagement, retention, CLV, incremental revenue).

• Create standardized global dashboards and reporting cadence for CRM performance.

• Synthesize insights into clear narratives that inform leadership decisions and investment priorities.

• Drive accountability for performance improvement across both global and market CRM teams.

Your Story

• 12+ years of progressive experience in CRM, customer data strategy, or loyalty program management, ideally in a global retail or consumer brand.

• Proven success defining and delivering omnichannel customer journey strategies and enterprise-level personalization frameworks.

• Strong understanding of customer data architecture, governance, and privacy regulations (GDPR, CCPA, etc.).

• Experience leveraging AI/ML for segmentation, predictive modeling, and dynamic personalization.

• Excellent communication and storytelling skills — able to inspire and influence senior leaders across brand, technology, and regional markets.

• Deep collaboration skills and the ability to operate in a matrixed global organization.

• Strategic curiosity and foresight — anticipating future customer behaviors, commerce models, and engagement technologies.

Preferred Tools & Skills

• Braze, Salesforce Marketing Cloud, or equivalent ESP

• Segment, mParticle, or similar CDP

• Amplitude, GA4, Looker, BigQuery

• Familiarity with LLM- or AI-powered CRM technologies (e.g., conversational commerce, autonomous agents)

• Solid understanding of lifecycle measurement and experimentation principles

What Success Looks Like

• A unified global CRM and loyalty framework that powers consistent, data-driven engagement across all channels and markets.

• Local teams are empowered with scalable frameworks, AI-driven capabilities, and best practices to execute brilliantly.

• CRM is recognized as a strategic growth engine, improving retention, CLV, and customer satisfaction worldwide.

• The brand leads the industry in next-generation CRM — blending creativity, intelligence, and technology into truly human connections.

What We Offer

We offer a dynamic, challenging and sportive environment that has been ranked as the ‘fastest growing sports company’ of its time. With offices across the globe, we are an international team who is hungry to innovate and build something incredible. We foster an active environment where each individual thrives for excellence and can achieve their full potential. This is where your work matters, you’re hands-on and your team members are amongst the very best in their respective disciplines and fields.

If you are driven to bring On to the next level, curious about the opportunity and want to be part of our growing team send us your application, and join the ONiverse!