We believe Running Changes Everything. If you believe that, too, we want to talk. With more than 280 stores and a robust e-commerce site, Fleet Feet is the largest running retailer in the country. Catering to more than runners, we pride ourselves on having an inclusive environment! We believe it’s a privilege to serve and to deliver unmatched service and support when outfitting every customer. We run together to solve problems, reach goals, encourage others and champion our brand.
Overview:
The Director, Customer Retention is a senior-level leader responsible for defining and scaling Fleet Feet’s customer relationship management and loyalty strategy across the full customer lifecycle. This role strategically develops CRM and loyalty initiatives to optimize customer acquisition, engagement, and long-term value across diverse customer segments.
Reporting to the Senior Director, Performance Marketing & Partnerships, this leader brings deep expertise in lifecycle marketing, customer behavior, and retention strategy, and excels at translating customer insights into highly relevant, personalized experiences across owned channels.
The Director, Retention is proficient at designing loyalty programs to optimize for profitability and driving growth; segmenting, orchestrating, measuring and optimizing multi-step customer email journeys, building new automations; and selecting, transitioning and onboarding best in class providers for CRM, ESP and loyalty program administration.
This role directly owns Fleet Feet’s loyalty program, email and SMS marketing, and the teams and technologies that power them.
This position is hybrid, with the expectation of being in the office 3 days per week.
Responsibilities:
- Define and own Fleet Feet’s CRM vision and roadmap, aligning lifecycle strategies to enterprise growth, retention, and customer value objectives
- Lead the design and optimization of customer lifecycle journeys, including acquisition onboarding, engagement, replenishment, reactivation, and churn prevention
- Establish clear CRM roles within the broader marketing ecosystem, ensuring tight integration with paid media, loyalty, retail, and content strategies
- Translate customer data and analytics into actionable insights that inform messaging, timing, and channel strategy
- Partner with external data and analytics teams to evolve data models and customer intelligence capabilities
- Own the CRM technology roadmap, including ESP and automation platforms
- Own Fleet Feet’s loyalty program end-to-end, including strategy, program design, economics, benefits, and member experience
- Lead the evolution of the loyalty program to optimize for profitability, engagement, and long-term growth
- Oversee loyalty operations, measurement and optimization, ensuring the program drives incremental value across channels and customer segments
- Lead and develop the loyalty team, setting clear expectations for strategic thinking, execution and performance
- Lead marketing programs across email, SMS and loyalty, ensuring consistent, on-brand, and high-performing customer communications
- Set strategy and performance standards for CRM creative, testing, and optimization
- Establish scalable processes, documentation, and best practices to support operational excellence and compliance
- Ensure adherence to privacy, consent, and deliverability standards across all email, SMS and loyalty programs
- Lead, develop, and retain high-performing CRM and loyalty teams, setting expectations for strategic thinking and executional rigor
- Serve as the senior CRM partner to internal stakeholders, translating complex customer data into clear business implications
- Proactively anticipate and shape CRM, personalization, and retention marketing trends, driving innovative strategies that align with emerging consumer behaviors and cultural shifts
- Evaluate and pilot emerging tools, technologies, and approaches that strengthen Fleet Feet’s CRM capabilities
Qualifications:
- Bachelor’s degree or equivalent practical experience
- 10+ years of advanced, transformative experience in CRM, digital lifecycle marketing, and strategic retention management, with proven success in driving innovation within ecommerce and sophisticated omnichannel retail ecosystems
- Proven track record owning enterprise-level CRM strategy and driving measurable improvements in retention, engagement, and lifetime value
- Deep expertise in customer lifecycle management, segmentation and personalization at scale
- Strong analytical orientation with hands-on experience leveraging customer data to drive decision-making
- Experience leading CRM technology ecosystems, including ESPs, customer databases, and marketing automation platforms
- Demonstrated ability to lead complex, cross-functional initiatives and effectively collaborate with stakeholders at all levels
Benefits:
- Annual Bonus Eligibility: Eligible for performance-based annual incentive compensation tied to company results.
- Relocation Support: Relocation assistance available for candidates who require a move to the area.
- Robust benefits package including medical, dental, vision, FSA, HSA, EAP, and more
- 401(k) with 4% Company Match: Available to employees aged 21+ at company-owned stores.
- Exclusive Discounts: Enjoy savings on industry-leading products and specialized training programs.
- Professional Development: Grow your career through mentorship opportunities, employee resource groups, and ongoing learning sessions designed to help you reach your full potential.
- Community Engagement: Get involved in local outreach and service initiatives that align with our purpose-driven mission.
- Inspiring Team Culture: Join supportive, passionate teammates who live the mission every day.
- Benefits Summary: For full-time employees (30+ hours/week), check out our Fleet Feet benefits summary for details on healthcare, wellness, and more.
Equal Opportunity & Reasonable Accommodations:
We are an equal opportunity employer and believe having teams in which everyone brings their whole self to Fleet Feet is key to our success. We encourage people of all backgrounds, experiences, abilities, and perspectives. Our dedication to inclusion is reflected in our hiring practices, workplace culture, and community engagement.
Fleet Feet utilizes E-Verify in all corporate and company-operated stores as part of the hiring process.