VP, CRM

Company: ipsy
Location: Washington
Posted on: June 24, 2025

Job Description:

IPSY is looking for a VP, CRM to lead the team through personalized and powerful marketing efforts at every stage of the member journey to drive conversion, increase LTV, and reduce churn. You will develop end-to-end CRM strategy and lead campaigns across email, push, site, SMS and future direct-to-member marketing channels. This is a highly cross-functional role that works closely with the growth, engineering, product, data analytics, creative, and merchandising teams to develop strategies and build roadmaps to acquire new members, enhance the member experience, re-engage inactive members, drive incremental revenue from existing members, and elevate the IPSY brand. You should be both a strategist and a builder, with expert-level knowledge of the marketing stack (data, tools, personalization, and automation) and proven experience putting them to work to drive business impact. This is an incredible opportunity to lead an amazing team at a beloved brand doing the most advanced marketing and content personalization in the beauty industry. If you are a CRM leader that loves to develop high-impact direct communication channels as part of an integrated, cross channel marketing effort, this role is for you. This position reports to the Chief Marketing Officer and can be hybrid remote from Santa Monica or Pembroke Pines or fully remote. What You’ll Be Doing: • Lead and work alongside your team as they develop email, push, site and in-app marketing strategies for lifecycle, transactional, triggered, and promotional campaigns to acquire new members, re-engage past members, and increase LTV of current members. • Lead and work alongside your team as they develop email, push, site and in-app marketing strategies for lifecycle, transactional, triggered, and promotional campaigns to acquire new members, re-engage past members, and increase LTV of current members. • Leverage a deep understanding of the member mindset and membership value proposition(s) to nurture conversion and retention. • Hire, train and develop a team to unlock increasingly sophisticated lifecycle marketing programs, with a focus on using data for advanced personalization and automation. • Drive architecture decisions around how best to implement new programs within our ESP (Iterable) and CDP (Segment) with a mind for long-term scalability. • Prioritize opportunities for improvement, generate data-driven hypotheses to inform campaign strategies and initiatives. • Analyze the performance of all lifecycle programs, identify areas for improvement and be an agent of change. • Develop strategy, roadmap and activation of new marketing channels (e.g. SMS, direct mail, email, app push, etc) • Communicate key insights and findings to senior management and optimize programs based on data-driven analysis. • Manage complex, highly cross-functional initiatives to deliver business requirements, create project plans, and drive on-time execution. • Develop and own lifecycle marketing QA process to ensure high quality campaign outputs. • Partner with the team to develop and launch an IPSY loyalty program. What We Are Looking For: • Bachelor’s degree required, preferably in business, marketing, technical or quantitative field. • 10 years of strategic and hands-on experience developing lifecycle programs; confident with segmentation, automation strategy, messaging, conversion optimization, and other facets of marketing using email, push, site, and in-app, etc • 10 years relevant experience with increasing responsibility; solid experience in both people management and team leadership • 6 years experience working directly with an enterprise-grade ESP (Iterable, Braze, Klaviyo, etc; comfortable with data pipelines and architecture, targeting, multi-step workflows, QA, and reporting.6 years experience developing and executing A/B tests for email, push and site initiatives; confidently translates data into actionable business and consumer insights. • Demonstrated ability to work cross-functionally to execute a vision through consensus building, negotiation, and data-driven persuasion. • Excellent verbal and written communication skills; relentlessly detail oriented • Proficient with Excel, experience with financial modeling and/or SQL/R a plus. • Familiar with analytics dashboards (Tableau, Looker, etc). What We Offer: • Competitive salary & equity grants • Annual bonus program (paid out quarterly) • Medical, dental & vision insurance • 401(k) plan with company match • Paid Time Off • Work from home flexibility • Free BoxyCharm subscription • Learning & development programs

Keywords: ipsy, Leesburg , VP, CRM, PR / Public Relations , Washington, Virginia