Reporting into the Executive Director, Global Consumer Marketing, the Director, Global CRM and Loyalty is responsible for the development of customer-centric programs for the M·A·C brand to drive growth and build profitable, long-term customer relationships. This position will lead CRM initiatives globally from database driven marketing strategies and continue to evolve the M·A·C Select loyalty program. Responsible for developing consumer insights and building actionable plans that drive business results supporting the brand’s overall strategy.

Principale Accountabilities:


  • Provide support, leadership, and direction for direct reports and oversee all programs and analysis to ensure success
  • Support Executive Director managing vendor relationships
  • Support Executive Director with MAC regional and market teams to ensure all programs support brand plans
  • Work with CRM manager to lead and manage regular calls with Regional Marketing Directors to cover all CRM, Database and Analytics topics and develop clear action plans and priorities.
  • Develop and provide guidelines and processes to international affiliates to help local teams maintain brand DNA
  • Provide a clear vision and leadership for consumer marketing efforts and communicate/ensure this is understood by direct reports, key internal and external constituents
  • Develop partnership relationships with ELC Corporate business departments establishing and managing MAC business


  • Lead CRM capabilities development globally
  • Lead CRM program and activations implementation globally
  • Oversee lifecycle marketing strategies that identify valuable consumers and opportunities that drive increased engagement and revenue
  • Optimize communication strategy in all channels to improve engagement, conversion and retention
  • Serve as a CRM business intelligence leader, utilizing analytics to drive customer-centric action plans
  • Lead the development of database marketing analytics, segmentation analysis, and other analytical techniques to improve consumer understanding and deliver insights that drive repeat and retention
  • Manage external vendor relationships related to CRM, loyalty, consumer marketing and database management
  • Manage CRM and Loyalty marketing budgets


  • Own and manage the strategy for a best in class loyalty program that drives membership growth, increased engagement, retention and profitability
  • Lead and oversee international teams to design, plan and implement a locally relevant loyalty program based on the global framework
  • Continually drive innovation in the program to keep it fresh and relevant for the customer to retain existing customers and acquire new customers
  • Provide end-to-end leadership of program initiatives from requirements definition to deployment and performance analysis, along with issue and risk management
  • Ensure that analysis, test and learn principles are conducted in a systematic way to develop optimizations and identify areas of opportunity
  • Conduct an in-depth program evaluation yearly to drive performance, remove wastage and improve customer experience
  • Coordinate with all business functions to meet brand standards, industry best practice and legal compliance
  • Continually monitor the loyalty programs in the prestige beauty industry as well as those of other luxury retail players in North
    America and internationally – understand drivers of success, specifics of each benefit category and also other innovative / next-generation offerings


  • Track and report on customer KPI metrics for CRM and Loyalty
  • Manage the distribution of Loyalty program reporting and status to executive stakeholders
  • Stay abreast and provide updates to the leadership teams on global competitive activity, trends and industry best practice

Position Requirements:

  • Position requires 8+ years related experience preferably in retail
  • College/University graduate required. MBA preferred.
  • 3+ years of management experience
  • Consumer marketing background with proven expertise in CRM
  • Proven experience driving large scale customer acquisition and retention programs
  • Proven record of collaborating cross-functionally to create personalized customer experiences
  • Loyalty program management experience preferred
  • Brings a consumer-centric mindset, creative thinking and exceptional analytical skills; experience conducting CRM campaign analytics and consumer research to inform marketing decisions
  • Ability to multi-task
  • Strong problem-solving skills
  • Proven project management, ability to lead, develop and motivate team.
  • Outstanding written, oral, and presentation-based communications skills
  • Displays a passion for the beauty industry, the discipline and a drive to improve and work through challenges
  • Some travel may be required

This job description is intended to describe the general nature, and level of work being performed in this position. It also reflects the general details considered necessary to describe the principle functions of the job identified, and shall not be considered, as detailed description of all the work required inherent in the job. It is not an exhaustive list of responsibilities, and it is subject to changes and exceptions at the discretion of supervisors.