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Signet Jewelers is the world's largest retailer of diamond jewelry, operating more than 2,800 stores worldwide under the iconic brands: Kay Jewelers, Zales, Jared, H.Samuel, Ernest Jones, Peoples, Banter by Piercing Pagoda, Rocksbox, JamesAllen.com and Diamonds Direct. We are a people-first company and this core value is at the heart of everything we do, from empowering our valued team members, to collaborating with our customers, to fostering the communities in which we live and serve. People – and the love their actions inspire – are what drive us. We’re not only proud of the love we inspire outside our walls, we’re especially proud of the diversity, inclusion and equity we’re inspiring inside. There are dynamic career paths awaiting you – rewarding opportunities to impact the lives of others and inspire love. Join us!
POSITION OVERVIEW:
We’re seeking a dynamic and strategic Vice President of CRM & Lifecycle Marketing to lead Signet’s enterprise approach to customer retention, loyalty, and personalized engagement across Kay, Zales, Jared, and our family of brands.
This leader will shape how we build lasting customer relationships — maximizing lifetime value through data-driven lifecycle programs, omnichannel communications, and next-generation personalization. You’ll design and oversee a modern CRM engine that connects insight, creativity, and technology to deliver meaningful experiences from a customer’s first purchase through every milestone that follows.
KEY RESPONSIBILITIES:
Enterprise CRM & Lifecycle Strategy
Develop and lead a multi-brand CRM strategy that deepens relationships, increases retention, and maximizes lifetime value.
Design the full customer lifecycle — from onboarding and engagement to loyalty, win-back, and advocacy.
Partner with brand and eCommerce teams to tailor CRM journeys that reflect each brand’s identity while leveraging shared enterprise tools and data.
Establish a continuous test-and-learn roadmap to optimize performance and conversion.
Loyalty & Retention
Evolve Signet’s loyalty and membership programs to align with brand and business strategies, driving engagement and advocacy.
Translate customer insights into compelling offers, experiences, and value propositions that build emotional connection and long-term loyalty.
Data, Personalization & Martech Integration
Collaborate with Analytics and Martech teams to define segmentation, personalization models, and trigger-based marketing.
Ensure CRM platforms are fully integrated across eCommerce, retail, and service channels for seamless experiences.
Oversee customer data governance and evolution to ensure responsible, relevant, and high-impact personalization.
Collaboration & Leadership
Lead a high-performing team spanning CRM strategy, campaign management, loyalty, and operations.
Partner cross-functionally with Analytics, Media, Brand, and eComm teams to create connected customer experiences across paid, owned, and earned channels.
Serve as the enterprise champion for lifecycle marketing — embedding retention KPIs (CLV, churn, repeat rate, ROI) into every decision.
Success Metrics
Growth in Customer Lifetime Value (CLV)
Improved retention and repeat purchase rates
CRM-driven revenue and engagement (email/SMS/app)
Loyalty program growth and participation
Conversion and incremental revenue from CRM initiatives
Leadership Competencies
Strategic, customer-centric thinker
Data-driven decision-maker with analytical rigor
Collaborative influencer and change leader
Innovative, growth-minded strategist
Proven talent developer and team builder
Candidate Profile
10+ years leading CRM, lifecycle, or loyalty marketing — ideally within multi-brand retail or consumer sectors
Demonstrated success driving measurable growth through personalization and retention programs
Hands-on expertise with CRM ecosystems (Salesforce, Adobe, Braze, Iterable, or similar)
Skilled at connecting data, insight, and creativity to deliver customer-first experiences
Comfortable driving transformation in complex, matrixed environments
Bachelor’s degree in Marketing, Business, or related field; MBA preferred
WHY JOIN US
At Signet, we’re transforming how customers connect with our brands — building relationships that last a lifetime. This is a rare opportunity to lead CRM strategy at enterprise scale and shape the future of loyalty, personalization, and customer engagement across some of the most iconic names in jewelry.