The Challenge
Lacoste is hunting for someone to architect loyalty and CRM from the ground up across NORAM. You'll own customer retention, personalization, and ambassador programs while reporting directly to drive measurable engagement across retail, digital, and direct channels.
Your Mission
Audit current loyalty program performance and CRM platform capabilities; identify gaps and quick wins
Design and launch retention-focused campaign roadmap with clear KPIs and customer journey mapping
Build relationships with sales teams, retail partners, and NY Flagship stakeholders to align on execution
Establish weekly reporting cadence on customer database KPIs and competitor benchmarking
Execute 3+ integrated loyalty campaigns driving measurable increases in purchase frequency and engagement
Optimize personalization strategy using customer segmentation data to boost in-store and online conversion
Fully operationalize ambassador program across retail network with training, feedback loops, and performance metrics
Deliver comprehensive competitive loyalty analysis and strategic recommendations for program differentiation
KPIs You'll Own
Loyalty Program Enrollment & Recruitment
Track new customer acquisition into loyalty program monthly and benchmark against targets.
Customer Retention Rate
Measure percentage of repeat customers and movement through engagement tiers.
Purchase Frequency & AOV
Monitor average order value and transaction frequency for loyalty members vs. non-members.
Email & Digital Campaign Performance
Track open rates, click-through rates, redemption rates, and revenue attributed to loyalty communications.
Ambassador Program KPIs
Monitor in-store ambassador performance, customer satisfaction, and program adoption metrics.
Omnichannel Engagement Score
Aggregate engagement across retail, app, email, and direct channels to measure cross-channel penetration.
Tools & Stack
Your Team
Your Manager
VP of CRM or Director of Marketing (implied, reporting likely to omnichannel/marketing leadership)
Current Team
Cross-functional: marketing, omnichannel commercial teams, customer service, retail partners, sales teams
New role or expansion of existing function to formalize loyalty strategy
The Package
Salary
$85K-$120K base
Remote
On-site, New York, NY. Full-time permanent position.
Benefits & Perks
Company Intelligence
Lacoste is a French luxury fashion brand present in nearly 100 countries, iconic for blending sport and style. Part of MF Brands Group, Lacoste employs 8,500 people and operates across garment production, omnichannel retail, and direct-to-consumer channels with commitment to sustainability and equal opportunity.
Team Size
8500
Customers
Global luxury fashion and sportswear consumers; strong presence in North America
Culture
Elegant, passionate, entrepreneurial. Brand-driven, diversity-focused, omnichannel-oriented organization.
Is This Role For You?
- You've managed CRM or loyalty programs in retail, fashion, or consumer brands and have concrete results to show
- You're comfortable analyzing customer data and turning insights into actionable campaigns; SQL or basic data skills a plus
- You thrive in cross-functional environments and can navigate retail + digital stakeholders without friction
- You understand omnichannel customer journeys and how to integrate email, in-store, app, and direct communications
- You're entrepreneurial: you can design strategy but also get hands-on with execution, KPI tracking, and team alignment
- You expect to work remote or hybrid; this is strict on-site in NYC
- You lack hands-on CRM or loyalty platform experience; this needs someone who can execute immediately
- You're not comfortable with retail complexity or working with store/franchise partners on the ground
Interview Process
Screening Call
Recruiter validates CRM/loyalty background, omnichannel retail experience, and interest in Lacoste brand
Manager Interview
Deep dive on loyalty program strategy, customer segmentation approach, and past campaign results with metrics
Case Study or Test Project
Design a loyalty campaign or analyze sample customer data to demonstrate analytical and strategic thinking
Cross-functional Panel
Meet with marketing, omnichannel, and retail leadership to assess collaboration fit and cultural alignment
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Context
About CRM & Lifecycle roles
CRM & lifecycle marketers own the post-acquisition journey. They design onboarding sequences, retention campaigns, win-back flows, and loyalty programs that maximize customer lifetime value.