Role Description
Ashley Digital is looking for a curious, analytically driven marketing leader to own and evolve the CRM program across our portfolio of mattress brands — Nectar, DreamCloud, Awara, and Siena. The Director, Mattress CRM will be responsible for growing consumer revenue across four distinct brands, each with its own customer base, lifecycle strategy, and growth trajectory, while maintaining a cohesive approach to testing, personalization, and performance optimization.
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
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Own the CRM strategy across four mattress brands — Nectar, DreamCloud, Awara, and Siena.
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Direct the CRM calendar across brands, setting email and SMS scheduling and segmentation strategy.
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Oversee lifecycle journey strategy across email and SMS.
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Own the CRM testing roadmap: analyze results, determine next steps, and prioritize tests.
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Identify growth opportunities within the program.
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Monitor email and SMS send volume against platform costs across brands.
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Design and evaluate analyses to measure program performance against goals.
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Leverage segmentation, behavioral targeting, and personalization.
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Manage day-to-day relationships with CRM vendors, including Klaviyo and Attentive.
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Lead cross-functional relationships with brand, data and analytics, creative, product, growth, and customer success.
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Maintain current knowledge of CRM best practices, technology, and trends.
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Lead and develop a team of four — two senior managers, one manager, and one specialist.
Qualifications
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Minimum of 6 years of email and SMS marketing experience in eCommerce/DTC.
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Experience managing CRM programs across multiple brands or business units preferred.
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Must have experience managing a team of 2 or more.
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Bachelor’s degree, preferred.
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Data-driven individual with the ability to analyze trends and make recommendations.
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Strong testing instinct — comfortable designing tests and analyzing results.
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Ability to develop a strong working knowledge of analytic tools such as Looker.
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A keen creative sensibility with exceptional written and verbal communication skills.
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Must have experience with email development and some understanding of HTML code for email.
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Must understand CAN-Spam laws and have expertise in email industry best practices.
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Ability to prioritize and operate with a sense of urgency.
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Experience with Klaviyo and/or Attentive is a plus.
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Experience in a fast-paced environment with the ability to quickly get up to speed.
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Ability to self-motivate and work independently.
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Ability to work within a decentralized team.
Benefits
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Remote-first workplace (since 2016!).
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Competitive Salary.
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Health, Vision & Dental Insurance.
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HSA company contributions.
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401K with company match component.
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Take what you need Paid Time Off.
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Wellness benefits.
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WFH office and cell phone/internet stipend.
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A FREE MATTRESS plus an awesome Friends and Family discount!
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