Director, CRM

We’re Tovala, a food-tech company reinventing home cooking to save consumers time. Through an innovative combination of hardware, software, and fresh food delivery, we make it incredibly simple for anyone to prepare and enjoy delicious, home-cooked meals without sacrificing time to do whatever matters to them. Through our superior technology, product experience and food quality, we have separated Tovala from the busy pack of other meal delivery businesses. In the process, we’ve amassed a loyal, rapidly growing following and our retention, product engagement and customer NPS are all best-in-class. We’ve raised over $100mm from great investors like Left Lane Capital, Origin Ventures, Y Combinator and Comcast Ventures and have invested strongly in building a unique culture that fosters growth, personal development and camaraderie.

We're looking for a Director, CRM to own lifecycle programs end to end, converting leads, retaining and growing active customers and winning back churned customers via email, push, SMS and more. This is a player coach role where you'll set the strategy and roadmap as well as help execute the programs, driving tangible impact through CRM. Using customer insights, data, and strong cross-functional relationships, you'll tie every program wto company-wide KPIs. We'll look to you to bring new thinking and add new levers to the marketing toolkit. Marketing experience at a growth-stage company is preferred. Passion for food is a must.

How you'll spend your time at Tovala

• Own CRM strategy, roadmap and drive execution across email, push, and SMS, for leads, active and churned customers.

• Grow revenue through retention, reactivation, and win-back programs.

• Work with the product and data teams to understand our customer journey and retention mode, identifying insights to drive testing and new journeys. 

• Define target audiences from customer cohorts and decide how we reach them.

• Develop offers that improve retention and bring back churned customers.

• Streamline how we send customer comms: simplify process and improve automation.

• Own tooling and configuration decisions for our marketing stack (our ESP is Customer.io).

• Partner with creative to deliver communications that are on-brand and on-message.

• Measure and report impact, and decide where to invest next.

• Develop strong cross-functional relationships with product, data, software, and growth teams.

Requirements

• Minimum 8-10 years of CRM of lifecycle marketing leadership experience.

• Confident in creating and delivering presentations

• Track record of scaling CRM programs that grew revenue or retention.

• Preferred: MBA and/or marketing experience at a growth-stage company.

 

About you

• You’re a player coach. You have the skill set to develop data driven CRM strategy but you’re not afraid to execute - writing briefs, setting up consumer journeys where needed, analyzing data yourself. aren’t afraid to get your hands dirty on execution. 

• You're highly analytical and are experienced and disciplined in testing and can quantify results.

• You’re curious - always seeking to understand the “why” behind a test result to augment our learning and drive future plans.

• You prioritize well: you know which bets move the business and say no to the rest.

• You're a self-starter. You dig into customer data on your own and find projects that move company goals.

• You're customer-obsessed. You talk to customers often and use what you learn to shape priorities across teams.

• You're a great communicator. You write well, speak well, and can rally the company around the CRM roadmap.

• You work well with a wide range of people: designers, comms strategists, product managers, support agents, and more.

 

Compensation & Benefits