VP, Customer Success
sales › Customer Relationship Management · E1 — E1 — Director (Executive) · Executive
Executive leader accountable for driving customer retention, satisfaction, and growth across the existing customer base.
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What this role is
Executive leader accountable for driving customer retention, satisfaction, and growth across the existing customer base. At the Director (Executive) (E1) level, the role owns a significant function with strategic authority, strategic and cross-functional, and drives function-wide enterprise impact. Executive leadership of a function.
What this level does
- Leads the complete CRM/Lifecycle Marketing function through Directors and CRM managers, establishing annual and long-range CRM strategy and lifecycle priorities across segments and products.
- Owns the full CRM financial picture — budget management, sales forecasting, and P&L accountability across Email, SMS, Loyalty, and lifecycle automation.
- Directs ownership of the CDP and predictive intelligence platforms, driving cross-channel segmentation, LTV modeling, and touchpoint orchestration.
- Interfaces with peer executives and major customers to align lifecycle strategy with retention and revenue targets, and participates in the CRM Governance Council.
- Defines team and agency-partner structure, managing agency timelines, deliverables, and budgets against functional performance goals.
- Knowledge applied
- Applies deep CRM/lifecycle functional strategy backed by detailed company knowledge — segmentation, LTV modeling, next-best-action, and the CDP/predictive-intelligence platform stack — to run a complete function.
- Complexity & problem solving
- Solves functional-strategy problems with serious functional and business consequences: setting annual/long-range CRM priorities and managing the Email/SMS/Loyalty/automation P&L trade-offs.
- Collaboration & interaction
- Interfaces with other executives and major customers; presents CRM strategy to executive leadership including the CEO and sits on the CRM Governance Council.
- Typical experience
- 12–15+ years, combining CRM/lifecycle functional depth with management experience leading Directors and agency partners.
Skills at this level
- Lifecycle Marketing Strategy
- — Builds and optimizes an always-on lifecycle strategy across the full customer journey — engagement, retention, and revenue through owned channels — and evolves the CRM approach into true Lifecycle Marketing.
- CRM P&L and Financial Ownership
- — Owns the full financial picture for CRM including budget management, sales forecasting, and P&L accountability across Email, SMS, Loyalty, and lifecycle automation.
- Customer Segmentation
- — Divides the customer base into groups for targeted engagement and campaigns, developing segmentation strategies in partnership with Analytics and Research across segments and products.
- Predictive Modeling
- — Develops propensity models, LTV modeling, and next-best-action decisioning to prioritize customer engagement and drive retention and revenue.
- Customer Data Platform (CDP) Ownership
- — Owns CDP and predictive intelligence platforms, driving cross-channel segmentation, LTV modeling, and touchpoint orchestration across the enterprise.
- Data Privacy Compliance
- — Governs adherence to data-privacy laws across CRM channels, including HIPAA, TCPA, and CAN-SPAM, as an enterprise-level risk and compliance obligation.
- Marketing Automation
- — Configures and directs workflows for email automation, lead nurturing, and lifecycle alerts to execute always-on customer touchpoint orchestration.
- Campaign Management
- — Plans, executes, and analyzes lifecycle marketing campaigns across owned channels, directing CRM managers and agency partners on results.
- Attribution Modeling
- — Attributes retention and revenue outcomes across owned channels to inform investment allocation across Email, SMS, Loyalty, and automation.
- Executive Communication and Storytelling
- — Prepares and presents CRM strategy and recommendations to executive leadership including the CEO, translating customer insight into board-level narrative.
- Agency and Partner Management
- — Manages agency partners' timelines, deliverables, and budgets and defines team structure to plan, execute, and analyze lifecycle campaigns at scale.
- CRM Governance
- — Serves as connective tissue between business objectives, customer insights, marketing performance, and lifecycle execution, and participates in a CRM Governance Council setting standards and priorities.
- Strategic Account Relationship Leadership
- — Maintains and enhances relationships with key and strategic clients to maximize customer lifetime value across the portfolio.
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As of · 2026-07-30
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