Director, CRM - Mattress Brands

**THE BIGGEST NAME IN HOME. THE BOLDEST TEAM IN E-COMMERCE.** Ashley Digital is the e-commerce engine behind Ashley Furniture Industries — one of the most recognized home brands in the world. As the world's largest manufacturer of home furnishings and the largest furniture store brand in North America, Ashley is in a category unto itself. Our team sits at the intersection of world-class retail and digital innovation, driving the e-commerce experience for millions of customers across every platform and touchpoint. If you’ve shopped online for a mattress in the last decade, there’s a good chance you’ve already experienced our award-winning Nectar Sleep and DreamCloud. We're a fast-moving, highly collaborative team operating at a transformational moment, and we're charged with shaping how people discover, explore, and buy home furnishings. Our expertise spans data science, performance marketing, product, and creative, and our work reaches millions of customers every day. It's a rare combination: the energy of a tech company, the stability of an industry leader, and the opportunity to build something truly significant. If you're energized by transformation, collaboration, and meaningful impact at scale, Ashley Digital is where ambition meets opportunity. **To be considered for this remote opportunity, you must reside and be authorized to work within the United States and able to work Eastern Standard Time. Working standard key holidays may be necessary.** **About the Role:** Ashley Digital is looking for a curious, analytically driven marketing leader to own and evolve the CRM program across our portfolio of mattress brands — Nectar, DreamCloud, Awara, and Siena. The Director, Mattress CRM will be responsible for growing consumer revenue across four distinct brands, each with its own customer base, lifecycle strategy, and growth trajectory, while maintaining a cohesive approach to testing, personalization, and performance optimization. This is a role for someone who is energized by finding the next opportunity. The right candidate brings analytical rigor, a sharp testing instinct, and the drive to keep pushing on a program that's already strong. Beyond marketing strategy, this role carries real platform ownership across a dual-stack environment — Klaviyo for email and Attentive for SMS. You'll be responsible for platform health, technical execution, and building and maintaining complex, multi-touchpoint journeys across four brands. Strategic vision matters here, but so does the ability to get into the weeds. This role reports to the Senior Director, CRM and is part of a broader CRM organization spanning six brands, with opportunities to collaborate on shared standards, tooling, and strategy across the portfolio. **What You'll Be Doing:** - Own the CRM strategy across four mattress brands — Nectar, DreamCloud, Awara, and Siena — ensuring each brand's program reflects its unique customer base and growth opportunity while maintaining portfolio-level coherence - Direct the CRM calendar across brands, setting email and SMS scheduling and segmentation strategy in support of each brand's promotional calendar; provide strategic direction and day-to-day guidance to the senior managers responsible for calendar execution - Oversee lifecycle journey strategy across email and SMS, ensuring journeys and campaign sends are complementary and collectively driving toward revenue and engagement goals - Own the CRM testing roadmap: analyze results using established methods, determine next steps, and prioritize the next best test to drive continuous program improvement across the portfolio - Identify growth opportunities within the program — going beyond optimization to surface meaningful improvements in segmentation, personalization, and lifecycle strategy - Monitor email and SMS send volume against platform costs across brands, proactively identify budget risks, and recommend program adjustments to stay within budget - Design and evaluate analyses…