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CRM Strategy Lead

VML

Department: Client Services

Location: San José, Costa Rica

Requisition ID: 9542

Who We Are:

At VML, we are a beacon of innovation and growth in an ever-evolving world. Our heritage is built upon a century of combined expertise, where creativity meets technology, and diverse perspectives ignite inspiration. With the merger of VMLY&R and Wunderman Thompson, we have forged a new path as a growth partner that is part creative agency, part consultancy, and part technology powerhouse. 

Our global family now encompasses over 30,000 employees across 150+ offices in 64 markets, each contributing to a culture that values connection, belonging, and the power of differences.  Our expertise spans the entire customer journey, offering deep insights in communications, commerce, consultancy, CRM, CX, data, production, and technology. We deliver end-to-end solutions that result in revolutionary work. 

CRM Strategy Director

We seek a highly skilled and strategic CRM Strategy Director to lead and enhance the CRM efforts for a leading client in the premium alcoholic beverages industry. This role demands a data-driven, results-oriented leader with a passion for customer experience, loyalty, and growth. The ideal candidate will possess a strong understanding of the premium alcoholic beverages market, a proven track record of developing and executing successful CRM strategies, and the ability to influence decision-making at the highest levels of the organization.

Key Responsibilities

  • CRM Strategy Leadership: Define, implement, and oversee the client's CRM strategy, including setting objectives, KPIs, and creating actionable roadmaps. Lead annual and quarterly planning efforts with key stakeholders.
  • Develop and communicate a 3-5 year strategic vision for CRM, aligned with the client's business objectives, identifying opportunities for growth and differentiation.
  •  Data Analysis & Insights: Analyze customer data from various touchpoints (CRM, web, social media, etc.) to identify trends, opportunities, and areas for improvement. Translate these insights into strategic action plans. Define and lead the CRM data strategy, ensuring data quality, integrity, and availability for strategic decision-making.
  • Campaign Strategy & Execution: Develop and manage detailed campaign briefs for creative teams, ensuring alignment with CRM strategy. Monitor execution to ensure consistency with the strategy and that deadlines are met.
  • Performance Measurement & Optimization: Continuously assess CRM campaign performance and provide data-driven recommendations for optimization and improvement. Define and monitor key performance indicators (KPIs) for CRM, including revenue growth, customer retention, customer lifetime value (CLTV), and campaign ROI.
  • Innovation & Trend Monitoring: Stay up to date with the latest CRM and digital marketing trends, especially within the premium alcoholic beverages sector. Proactively identify new technologies and strategies to enhance CRM channels and communication.
  • Evaluate and recommend new CRM technologies and platforms, ensuring the client is using the most innovative and effective tools to achieve their goals. Foster a culture of experimentation and A/B testing, implementing a systematic process to test new ideas and continuously optimize CRM strategies.
  • Cross-Functional Collaboration: Lead collaboration across teams to ensure seamless execution of CRM campaigns and alignment with business objectives. Influence decision-making with data-backed recommendations. Build and maintain strong relationships with key stakeholders, including marketing, sales, technology teams, and external agencies, to ensure alignment and success of CRM initiatives.
  • Customer Experience (CX) Optimization: Map and analyze the customer journey across all touchpoints, identifying opportunities to improve the customer experience and increase loyalty. Develop and implement advanced personalization strategies, using artificial intelligence and machine learning to deliver highly relevant and personalized experiences to each customer.
  • Team Leadership & Development: Mentor and develop CRM team members, fostering a culture of continuous learning and professional growth.
  • Executive Reporting: Present regular reports to senior management on CRM performance, highlighting achievements, challenges, and opportunities for improvement.

Job Requirements

• Minimum 5 years of experience in CRM, data analysis, or digital marketing, preferably within the premium or alcoholic beverages sector.

• Expertise in CRM platforms like Salesforce or HubSpot.

• Strong experience with data analysis tools (e.g., Google Analytics, Excel, etc.) and the ability to derive actionable insights from complex data sets.

• Proven leadership skills with the ability to manage multiple projects and influence cross-functional teams.

• Critical thinking and problem-solving skills, with an ability to break down complex problems and turn data into clear, actionable insights.

• Extensive experience in personalization, segmentation, loyalty programs, and targeted

marketing strategies.

• Strong oral and written communication skills to present strategies and reports to senior leadership and diverse audiences.

• Ability to build scalable processes to manage recurring tasks and optimize workflows.

• Proven ability to develop and execute successful CRM strategies that drive measurable business results.

• Strong understanding of customer journey mapping and optimization techniques.

• Experience managing budgets and demonstrating ROI of marketing investments.

Preferred Qualifications:

• Experience creating and managing briefs for creative teams.

• Advanced proficiency in English (C1 level or higher).

At VML, we are committed to fostering an all-inclusive work environment that is both rewarding and career-forward. Our Inclusion, Equity & Belonging initiatives, alongside the VML Foundation, reflect our dedication to giving back and making a positive impact in our communities and beyond. Our people are the heartbeat of our organization—creators, doers, innovators, makers, and thinkers—who drive not just marketing, but meaningful experiences that resonate in every action and interaction. 

VML is a WPP Agency. For more information, please visit our website, and follow VML on our social channels via Instagram, LinkedIn, and X. 

When you click "Submit Application", this will send any information you add below to VML. Before you do this, we think it's a good idea to read through our Recruitment Privacy Policy. California residents should read our California Recruitment Privacy Notice. This explains what we do with your personal data when you apply for a role with us, and, how you can update the information you have provided us with or how to remove it.

When you click "Submit Application", this will send any information you add below to VML. Before you do this, we think it's a good idea to read through our Recruitment Privacy Policy. California residents should read our California Recruitment Privacy Notice. This explains what we do with your personal data when you apply for a role with us, and, how you can update the information you have provided us with or how to remove it.