Director of CRM / Customer 360

Full Time

About The Team

At Holley Performance Brands, our Customer Experience Center of Excellence team is shaping the future of Holley's 360° digital retail experience. We help customers connect with the right products across Holley's brands, stores, distributors, and partners. Our goal is simple - create personalized, data-driven experiences that build lasting relationships between brands and their customers.

About The Role

We are looking for a Director of CRM / Customer 360 to own Holley's customer data, CRM platform, and lifecycle communications strategy. Reporting to the SVP Digital and CXM, and partnering closely with Divisional Marketing, Sales, and Service teams, you will drive revenue growth through email and SMS channels while building the technology foundation - a unified, single view of the customer - that powers personalization across every Holley brand.

You will lead the strategy and execution of corporate email and SMS marketing (DTC + B2B), own the health and evolution of Holley's CRM (spanning Marketing, Sales, and Service), and manage the systems and processes that keep customer records accurate, consolidated, and actionable. You will lead a team of specialists and partner cross-functionally with IT, analytics, and brand teams to turn fragmented, brand-siloed data into a central source of truth that fuels growth.

Key Responsibilities

• Own and evolve Holley's CRM strategy across Marketing, Sales, and Service - ensuring the platform, data model, and processes support the full customer lifecycle.
• Lead corporate email and SMS strategy across DTC and B2B, including brand-focused, module-based template design, targeted automation flows, and dynamic customer journeys.
• Design and own customer loyalty and retention programs, using segmentation and personalization to increase engagement, repeat purchase, and lifetime value across Holley's brands.
• Drive consolidation of siloed brand and channel data into a centralized Customer 360 view, improving data quality, governance, and accessibility across the organization.
• Map and continuously optimize customer journeys, identifying opportunities to deepen engagement, retention, and lifetime value through data-driven, personalized communication and transactional messaging.
• Manage and grow customer records infrastructure - ensuring accuracy, deduplication, compliance, and integration across systems that touch the customer.
• Serve as the primary business owner of Salesforce Marketing Cloud (or equivalent CRM/marketing automation platform) - overseeing architecture, vendor relationships, and integrations with IT and Data Engineering.
• Ensure email and SMS programs comply with CAN-SPAM, TCPA, CASL, and other applicable consumer protection regulations, partnering closely with Legal.
• Lead, mentor, and develop a team of CRM, email, and marketing technology specialists - setting clear KPIs and fostering a culture of accountability and continuous improvement.
• Define, track, and report core performance metrics (open rate, CTR, conversion, deliverability, unsubscribe rate, revenue attribution, list growth/health, LTV) to senior leadership.
• Partner with IT, analytics, sales, service, and divisional marketing teams to align CRM and lifecycle strategy with broader revenue and customer experience goals.
• Stay current on email/SMS deliverability standards, martech innovation, and customer data platform trends, bringing forward-thinking recommendations to Holley's digital strategy.

Qualifications

Education

Bachelor's degree in Marketing, Business, Communications, or a related field; Master's degree a plus.

Experience

• 8+ years in CRM, lifecycle/email marketing, or customer data management, with at least 3-5 years in a leadership role managing teams and enterprise-scale programs.
• Proven track record consolidating fragmented customer data and building or scaling a Customer 360 / single-customer-view initiative.
• Hands-on expertise with Salesforce Marketing Cloud (SFMC) or a comparable enterprise marketing cloud/CRM platform, plus cross-channel email/SMS automation tools.
• Experience designing, launching, or scaling customer loyalty or retention programs, with measurable impact on engagement and revenue (e.g., improved open rates, reduced unsubscribe/churn, increased revenue per send).
• Experience spanning both DTC and B2B communication strategies; multi-brand or multi-division environments strongly preferred.
• Experience in eCommerce, automotive, or consumer goods a plus.

Skills

• Deep expertise in email and SMS strategy, deliverability, segmentation, and journey/automation building.
• Strong consumer insight and personalization capability - able to turn customer data into targeted, audience-building campaigns and loyalty programs.
• Strong data fluency - proficiency with Google Analytics, Excel, and CRM/reporting tools; comfort partnering with IT, Data Engineering, and analytics on data architecture and platform integrations.
• Process improvement mindset - able to streamline workflows, reduce manual effort, and drive automation of manual processes.
• Excellent leadership and communication skills - able to align cross-functional stakeholders and translate data into clear, actionable strategy.
• Detail-oriented with strong organizational skills to manage multiple systems, teams, and priorities simultaneously.
• Six Sigma, Lean, or similar process-improvement certification a plus.

Why Join Us

• Lead the build-out of Holley's next-generation CRM and Customer 360 capability from the ground up.
• Drive measurable revenue growth through email and SMS during Holley's DTC and multi-brand acceleration.
• Collaborate with a passionate, innovative team dedicated to data-driven, revenue-focused growth.
• Competitive salary and benefits package
• Contribute to Holley Performance Brands, a leader in the performance aftermarket industry.
• Environment that values strategic leadership, data ownership, and measurable commercial impact.

Benefits:

• Competitive medical, dental, and vision coverage starting day one.
• 401(k) with company match
• Paid time off and 9 paid holidays
• Employee Assistance Program (EAP)
• Company-paid life and short-term disability insurance
• Employee discounts on Holley Performance Brands products, events, and partnerships
• Education Assistance program