Director of Paid Media and CRM

Assouline is the first luxury brand in the world that uses books as a medium. For the past fifteen years, Assouline Publishing has created fine illustrated books dedicated to fashion, photography, art and design. Renowned for our highly original graphic concept, Assouline books are works of art that capture culture and bring it to life. The spirit and savior faire of these works have contributed to the creation of a unique and eclectic, chic and elegant brand that is immediately identifiable. Today, Assouline publications', special editions, and gift items can be found around the globe.

Reporting to the VP of Digital, the Director of Paid Media & CRM is a pivotal role responsible for shaping the company's paid media and CRM strategies within a luxury-oriented context. This position required a blend of analytical expertise and creative storytelling to enhance customer acquisition, retention, and lifetime value while driving impactful, on-brand digital campaigns, ensuring maximum ROI and sustainable growth.

Key Responsibilities:

Paid Media

• Develop and oversee the omnichannel paid media strategy, covering search, social, SEO, display, affiliate, programmatic TV, email, SMS, podcasts and new media as needed.
• Strategically allocate budgets across channels and global markets, focusing on channel-level CAC and LTV targets.
• Craft actionable media plans to drive brand awareness, customer acquisition. and retention while optimizing purchase frequency and scaling for performance.
• Create comprehensive full-funnel acquisition strategies, including audience segmentation, creative testing, and site conversion optimization.
• Manage and monitor paid media budgets, ensuring alignment with key KPIs and delivering strong ROI
• Lead external agency, vendor, and tech partnerships to enhance media capabilities and strategy through continuous testing and refinement.
• Act as the subject matter expert, collaborating with e-commerce teams to refine acquisition funnels.
• Use A/B and multivariate testing to optimize ad creatives, landing pages, and conversion rates.

CRM

• Design and lead CRM strategies to improve customer acquisition, engagement, retention, and reactivation through data-driven personalization.
• Develop omnichannel customer journeys across email, SMS, digital platforms, and clienteling to ensure a seamless and cohesive experience.
• Work cross-functionally with e-commerce, retail and marketing teams to build an integrated marketing framework.
• Define segmentation strategies and implement lifecycle initatives to boost key KPIs such as LTV, retention, and loyalty.
• Leverage predictive analytics to anticipate customer needs and deliver proactive, personalized experiences.
• Build robust omnichannel clienteling strategies and tools to enhance e-commerce and boutique interactions.
• Continuously assess CRM program effectiveness, using data-driven insights to optimize satisfaction and impact.
• Empower sales teams with tools and strategies for personalized outreach, product recommendations, and client-focused service.
• Lead the development and execution of the company's customer data strategy to ensure actionable insights.

Leadership

• Stay current with industry trends, competitor activities, and evolving technologies to maintain a competitive edge.
• Manage the paid media budget to ensure resources are allocated efficiently and campaigns deliver optimal outcomes.
• Oversee relationships with vendors and agencies to guarantee the smooth execution of strategies
• Exhibit strong problem-solving, decision-making, and analytical capabilities.
• Collaborate with the marketing team to incorporate CRM plans into 360-degree campaigns and initiatives

Qualifications

• Proven experience in the luxury sector, with expertise in paid media, CRM and eCommerce best practices
• Ability to directly operate campaigns within platforms as needed, including but not limited to Google, Meta, Pinterest, TikTok, LinkedIn, Reddit, and MNTN.
• Strong visual eye and communication skills to uphold the highest standards for graphic design and copywriting.
• Exceptional project management skills, with strong verbal and written capabilities.
• Effective leadership skills with the ability to manage cross-functional collaborations.
• Prior experience with scaling global markets, including Americas, EU, UK, Middle East, and Asia Pacific.