Director, CRM & Loyalty

Company Description

Who we are :

At RCL - Reitmans (Canada) Limited, we live and breathe fashion and customer experience every day. We believe that fashion is about more than just style — it's about empowering our customers with the confidence to shine when it matters most.

Whether through bold ideas at the design table or seamless experiences in our stores and digital channels, our goal is to create unforgettable moments. With a strong portfolio of brands and a passionate, creative team, we constantly reimagine what’s possible in fashion retail.

At the heart of this evolution, our Digital department drives omnichannel transformation to shape the future of retail. By combining innovation, cross-functional collaboration, and strategic data insights, we deliver personalized and engaging experiences that meet customer expectations. We optimize every touchpoint and strengthen RCL's position as a leader in Canadian retail.

Job Description

The opportunity

The Director, CRM & Loyalty develops and executes a loyalty strategy and customer lifecycle programs that successfully build profitable, long-term customer relationships across all RCL brands. This role drives growth and LTV by identifying customer needs and providing relevant and engaging offers, content, and experiences that personalize the customer experience. The Director, CRM & Loyalty leads the customer communications strategy and the technology roadmap for continuous development of loyalty programs across RCL brands.

Key Responsibilities

• Develop loyalty program design and technology roadmap to increase retention, frequency, and customer LTV, driving organizational business goals.
• Develop a strategic plan for CRM initiatives and ensure integration into each brand strategy and objectives, in partnership with the banners.
• Lead the strategy, execution, and measurement of multi-channel customer lifecycle programs to engage and retain our most valuable customers.
• Develop customer acquisition and retention strategies for RCL brands that will drive growth and support business objectives.
• Create and manage a CRM ecosystem that respects evolving privacy, consent, and data protection standards and regulations in order to offer a best-in-class customer experience.
• Build an RCL centre of excellence for customer analytics and segmentation, providing actionable insights that improve the customer experience and drive growth.
• Set and adhere to loyalty operational budgets, including management of points.
• Lead the Marketing Automation and Front-End integration teams, as centralized services to the brands, ensuring efficiencies and standardization across RCL.
• Build strong teams by attracting, retaining, and developing the best talent.

Qualifications

Education

• Bachelor’s degree, preferably in business or marketing. MBA preferred.

Experience

• 10+ years of demonstrated experience in loyalty and / or CRM / data-driven marketing, preferably in agency, retail, or consumer goods.
• Strong project management experience in redesigning loyalty programs.
• Strong critical thinking, analytical, and problem-solving skills, with excellent attention to detail.
• Driven and results-oriented, with a focus on continual improvement.
• Skilled at turning complex analysis into simple conclusions and recommendations.
• Familiarity with data privacy and consent management regulations and compliance.
• Deep customer-centric approach.
• Ability to collaborate and build strong relationships with cross-functional partners.

Additional Information

What Sets Us Apart :

• Ultimate flexibility : Enjoy a hybrid work environment that ensures the perfect balance between work and personal life.
• Well-being first : Access a comprehensive benefits program designed to take care of you.
• Flexible time off : Paid leave, sick days, and vacation time to recharge and spend quality time with loved ones.
• Exclusive discounts : Enjoy 50% off regular-priced items from Penningtons, Reitmans, and RW&CO.
• Referral rewards : Refer friends and earn a bonus for helping us grow our talented team.
• Growth opportunities : Annual bonuses, career advancement, and tuition reimbursement to help you reach your professional goals.

Total rewards are aligned with your employment status, offering different perks depending on whether you're full-time, part-time, or under contract.

If this inspires you… let’s talk. Send us your resume today!

By the way, did you know that RCL - Reitmans (Canada) Limited has several hundreds of stores all across Canada and three fashion apparel banners? Get ready to join the Canadian fashion retail icon, with a great success story where you can have a voice and make a real difference.

There are many ways to wear a career at RCL! #ReadytoRCL

Reitmans (Canada) Limited is an equal opportunity employer. We are committed to a diverse and inclusive workplace for all. We recognize that our future success depends on the perspectives and contributions of all our employees their diverse backgrounds, abilities, and experiences make our business stronger. If you are contacted for a job opportunity, please advise us of any accommodations needed to ensure fair and equitable access throughout the recruitment and selection process. All accommodation information provided will be treated as confidential and used only for providing an accessible candidate experience.

We thank all applicants. Only selected candidates will be contacted.

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