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Director Customer Insights and CRM

Director Customer Insights and CRM

Position Type 
Full Time
Requisition ID 
# of Openings 
Job Locations 
US-TX-Fort Worth
Posted Date 

More information about this job


This position will drive marketing business intelligence by driving customer insights behind a complete 360 degree view of the customer: who she is, how does she respond to Pier 1 marketing, what does she value in a home decor specialty retailer, and determining opportunities of optimization across our product and customer portfolio.  The Director of Customer Insights is responsible for directing the team in generating insights from the customer database and marketplace opportunity population to drive personalization initiatives.  This person is responsible for identifying key business challenges, establishing a test and learn cadence in order to be able to accurately solve for recommendations to these challenges, and managing marketing campaigns aimed at tackling customer opportunities for enhanced experience with the brand.  This position will establish reporting tools, synthesize data, and direct the creation of actionable dashboarding for executive leadership. They will lead qualitative and quantitative analysis of customers, market trends and competitive landscape to highlight improvements, growth opportunities and new markets. This Director will oversee staff and vendor partners on the development of customer segmentation and value schemes, predictive modeling, campaign management and CRM strategies, and customer-level understanding to shape critical business decisions.  

Duties & Responsibilities

  • Strategic Customer Insight Development: work cross-functionally with leaders to determine opportunities, develop strategies, and ensure execution of customer analytical projects to provide relevant insights and recommendations for team members across the organization.  This person will be front-of-line in identifying opportunities for insights to decipher customer experience issues, identify areas of customer opportunity, and develop relevant campaigns for growth and engagement development at the customer-level.
  • Champion the development of Customer Research and Insight initiatives: This person sits across the Analytics Center of Excellence at Pier 1, and provides input and direction to Pier 1's enterprise data strategy, working closely with IT, Operations, Strategic business units, Real Estate, Ecommerce, Stores, Digital Marketing, and Merchandising to increase access to insights generated from the customer database and improve understanding of the customer across the organization.  This person is critical to the management of segmentation modeling and education on the customer and research initiatives organization-wide.  Management of team and outside vendors to develop marketing insights, marketing media modeling, customer behavior insight development, and the tracking of key brand health metrics.  
  • CRM Segmentation and Lifecycle Development: The Director of Customer Insights and CRM will utilize customer insights and segmentation development to optimize the lifecycle understanding by customer, along with her journey with the Pier 1 Imports brand.  This person will work with Brand and Loyalty Marketing to attain the right level of customer retention goals, and ensure channel and customer attrition plans are delivered.  This person will engage with and develop against changing market place dynamics and translate them into actionable CRM (direct mail, SMS, email marketing, mobile app) strategies to achieve customer objectives.
  • Talent Development - Manage the department structure, direction and professional development of direct reports.   Train, coach, motivate, develop and manage Marketing and Research Analysts towards their personal goals, channel specific KPIs, and department KPIs.  Act as a subject matter expert for best practices for campaign reporting, analytics, and marketing research.  Provide coaching and leadership to enhance the team's visibility within the organization.  Build cross-functional accountability and cross-training to allow the team growth opportunities.
  • Budget Management - Solely responsible for maintaining marketing research budget lines, along with having influence over Database Service budget lines.

Education & Experience

  • 5-10 years of retail data and analytics experience required. 
  • Knowledge of statistics as they relate to direct marketing, predictive modeling, customer research.  Solid quantitative background including proficiency in problem solving, data analysis and modeling. Strong ability to pull business relevancy from data.  Deep understanding of CRM principals and concepts.  Cross channel data integration supporting both acquisition and retention marketing.
  • Deep knowledge of relational databases. Advanced knowledge and daily use of ETL (extract, transfer, and load data between sources) and SQL Server.
  • Expertise with research methodologies such as usage and attitude studies and research design. History of working with tools that monitor performance of the brand in the marketplace and having the ability to understand information to help develop market strategy.  Working knowledge of statistical tools (SAAS, R, etc).
  • Bachelors Degree required with a preferred Graduate Degree/MBA in Marketing Research/Analytics.