Vice President, CRM & Analytics

Destination XL



GENERAL SUMMARY: The VP of CRM and Analytics will be responsible for the acquisition and retention of DXL customers across channels and throughout the consumer path to purchase. This individual will be responsible for driving our CRM and database strategy including segmenting, personalization, and loyalty programs. This individual will also oversee the Analytics and Business Intelligence team melding on-line and off-line data sources to create actionable insights that improve DXL's omni-channel performance.



  • Define and execute multi-channel programs designed to recruit and retain DXL customers. Provide strategic direction for the tools and technology to support the implementation of these programs. Lead the development of database marketing analytics such as statistical modeling, predictive analytics, and other data-driven techniques to improve customer insights, retention, and loyalty
  • Lead, develop, and execute the design and implementation of a customer segmentation system and develop a holistic view of the customer sourced from multiple channels. Identify customer lifecycles, calculate LTV, and develop personalized segments to be used for both recruitment and re-engagement
  • Develop a digital recruitment model by developing a DMP which can integrate 1 st and 3 rd party data to create look-alike segments for digital customer prospecting
  • Oversee the implementation of direct mail strategies including list development, A/B testing, and ROI analysis. Establish success metrics for assigned Direct Marketing campaigns (response rates, conversion to sales and ROI) by evaluating trending data, consumer buying patterns, market dynamics, predictive models and previous campaign analysis
  • Oversee DXL loyalty program mixing on-line and off-line initiatives to create a deeper relationship with top DXL customers
    • Audit, develop, and maintain appropriate controls and processes to ensure proper levels of data/address hygiene, quality, and accuracy of customer database.
    • Partner with IT to develop and implement a technology road map that supports long-term crm vision.

  • Create and lead Business Intelligence Center of Excellence. Pull in data from e-commerce, crm systems, digital and traditional marketing, stores, and third parties to develop actionable insights that help grow DXL business across channels
  • Build and maintain automated reporting and marketing dashboards for resource development, digital marketing, and operational finance departments. Be the DXL thought leader in the digital data space
  • Define and drive KPIs that are critical to the health of the DXL business and guide resource allocation decisions
  • Lead marketing roi efforts via attribution modeling and marketing mix modeling tools
  • Present data in easily consumable formats with a focus on potential business actions and impacts

  • Bachelor's degree required
  • MBA preferred
  • 12+ years eCommerce, CRM, Analytics experience including 4+ years in leadership positions
  • Footwear/Apparel or retail experience a plus
  • Deep understanding of digital analytics

  • Expertise in site analytics tools (e.g. Google Analytics, Dynamic Action)
  • Experience in developing and implementing multi-channel loyalty programs
  • Ability to draw actionable conclusions from large amounts of data and present complex results in consumable, efficient formats
  • Exceptional communication skills, both written and verbal
  • Ability to influence others and move towards a common vision and/or goal
  • Team player with the ability to work collaboratively with and through others
  • Strong interpersonal skills with demonstrated ability to build and maintain strong working relationships within area of influence as well as cross-functionally within the larger organization
  • Ability to coach, mentor and develop associates
  • Experience working in a matrixed organization

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