Director of CRM, The Bouqs Company
$160-180k
+ Equity
Eco-friendly flower delivery
Be an early applicant
Eco-friendly flower delivery
21-100 employees
Be an early applicant
$160-180k
+ Equity
21-100 employees
Company mission
To provide a network of sustainable and transparent flower farmers to provide fresh and sustainable flowers for every occasion.
Role
Who you are
- 7+ years of experience in CRM/Retention/Loyalty, including at least 2 years in ecommerce – floral experience is a plus but not required
- Bachelor’s degree in a related field
- Able to lead and coach a direct report, while championing and inspiring collaboration and innovation with cross functional partners
- Out of the box thinker that can bring fresh thinking to short-term and long-term strategic roadmap
- Entrepreneurial mindset: able to set strategy but also roll up their sleeves to execute on projects or tasks
- Effective communicator, analytical thinker, and problem‑solver who is comfortable working cross‑functionally in a fast‑paced, high‑growth environment
- Deep knowledge of ESPs/CRM platforms (e.g., Klaviyo) and modifying email templates
- Strong Excel and PowerPoint skills; a plus if you have Tableau and SQL experience
- Proven ability to build and improve processes and to pivot with competing priorities
- Customer‑centric and data‑driven, using performance and customer insights to inform testing, product, and merchandising decisions
What the job involves
- The Director, CRM will own lifecycle marketing and personalization to drive repeat purchase, LTV, and engagement across the business (Ecommerce, Subscriptions, Retail)
- In this role, you will design and optimize a best‑in‑class customer journey using data, testing, and industry insights, partnering closely with Creative, Integrated Marketing, Performance Marketing, Analytics, and Product
- This role reports to the VP, Performance Marketing
- Lead and manage end-to-end lifecycle marketing – ensuring strong customer engagement, education, awareness, retention, and loyalty- in turn driving higher LTV
- Develop and optimize CRM strategies across multiple channels like email, SMS, onsite capture (sign‑up units), and customer groups on social, etc
- Collaborate with Marketing, Merchandising, Analytics, and Product to align on CRM strategies and clearly communicate impact on engagement and revenue
- Lead seasonal CRM marketing calendars, balancing promotions and content, and recommend cadence and offer strategies to cross-functional teams
- Own A/B and multivariate testing: define the test‑and‑learn roadmap for segmentation, offers, and creative, and continually optimize programs
- Track performance, surface insights, and present clear recommendations to leadership to inform broader business strategy
- Develop and execute initiatives to grow email and SMS lists, collaborating with Partnerships and Performance Marketing on lead‑gen opportunities
- Evaluate and manage CRM/ESP vendors and platforms (including negotiating contract terms and managing compliance); identify opportunities to improve tools, workflows, and results
- Stay on top of industry trends, emerging technologies, and customer engagement best practices to shape long‑term lifecycle strategy
- Inspire, develop, manage, and mentor a direct report
Our take
Giving flowers has always been a sign of affection and appreciation, but sustainability and care for land and farmers haven’t always been at the forefront of this industry. The Bouqs Company is changing that dynamic by partnering with farmers who prioritize ethical farming practices that minimize waste and recycle water.
It's a farm direct company, a smart move in a world of wilting bouquets and a major disruption to the $100 billion global floristry industry. By connecting farms and a curated network of florists directly to consumers, the company interrupts the traditional supply chains by eliminating overhead costs like warehouses, importers, distributors, and auctioneers. This direct partnership model also helps sets itself apart from competitors such as Farmgirl and UrbanStems.
Kirsty
Company Specialist at Welcome to the Jungle
Insights
-20% employee growth in 12 months
Company
Funding (last 2 of 8 rounds)
Jul 2024
$23m
LATE VC
Feb 2020
$30m
GROWTH EQUITY VC
Total funding: $111.6m
Company benefits
- Health, Dental & Vision with 100% employee coverage
- 401k Matching
- Three Weeks Paid Vacation
- Discounts on The World’s Best Flowers (obviously!)
Company HQ
Marina del Rey, CA
Leadership
John Tabis
(Chairman of the Board)After completing an MBA from UCLA, was the Director of Corporate Brand Development and Innovation at The Walt Disney Company and then the Vice President of Brand, Strategy and Corporate Development at ShoeDazzle. Continues to be an Adjunct Professor at UCLA Anderson School of Management.
Juan Pablo Montufar
(Chief Floral Officer)After completing an MBA from the University of Notre Dame, they became a Research Associate at Neugenesis Corporation and was a Consultant in Finance for the CUNA Mutual Group. Before co-founding The Bouqs Company, Former Director of Sales and Operations at Fiorentina Flowers.
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