Director, CRM - Mattress Brands

THE BIGGEST NAME IN HOME. THE BOLDEST TEAM IN E-COMMERCE.

Ashley Digital is the e-commerce engine behind Ashley Furniture Industries — one of the most recognized home brands in the world. As the world's largest manufacturer of home furnishings and the largest furniture store brand in North America, Ashley is in a category unto itself. Our team sits at the intersection of world-class retail and digital innovation, driving the e-commerce experience for millions of customers across every platform and touchpoint. If you’ve shopped online for a mattress in the last decade, there’s a good chance you’ve already experienced our award-winning Nectar Sleep and DreamCloud. We're a fast-moving, highly collaborative team operating at a transformational moment, and we're charged with shaping how people discover, explore, and buy home furnishings. Our expertise spans data science, performance marketing, product, and creative, and our work reaches millions of customers every day. It's a rare combination: the energy of a tech company, the stability of an industry leader, and the opportunity to build something truly significant. If you're energized by transformation, collaboration, and meaningful impact at scale, Ashley Digital is where ambition meets opportunity. 

 

To be considered for this remote opportunity, you must reside and be authorized to work within the United States and able to work Eastern Standard Time. Working standard key holidays may be necessary.

 

About the Role:

Ashley Digital is looking for a curious, analytically driven marketing leader to own and evolve the CRM program across our portfolio of mattress brands — Nectar, DreamCloud, Awara, and Siena. The Director, Mattress CRM will be responsible for growing consumer revenue across four distinct brands, each with its own customer base, lifecycle strategy, and growth trajectory, while maintaining a cohesive approach to testing, personalization, and performance optimization. This is a role for someone who is energized by finding the next opportunity. The right candidate brings analytical rigor, a sharp testing instinct, and the drive to keep pushing on a program that's already strong. Beyond marketing strategy, this role carries real platform ownership across a dual-stack environment — Klaviyo for email and Attentive for SMS. You'll be responsible for platform health, technical execution, and building and maintaining complex, multi-touchpoint journeys across four brands. Strategic vision matters here, but so does the ability to get into the weeds.

This role reports to the Senior Director, CRM and is part of a broader CRM organization spanning six brands, with opportunities to collaborate on shared standards, tooling, and strategy across the portfolio.

 

What You'll Be Doing:

• Own the CRM strategy across four mattress brands — Nectar, DreamCloud, Awara, and Siena — ensuring each brand's program reflects its unique customer base and growth opportunity while maintaining portfolio-level coherence
• Direct the CRM calendar across brands, setting email and SMS scheduling and segmentation strategy in support of each brand's promotional calendar; provide strategic direction and day-to-day guidance to the senior managers responsible for calendar execution
• Oversee lifecycle journey strategy across email and SMS, ensuring journeys and campaign sends are complementary and collectively driving toward revenue and engagement goals
• Own the CRM testing roadmap: analyze results using established methods, determine next steps, and prioritize the next best test to drive continuous program improvement across the portfolio
• Identify growth opportunities within the program — going beyond optimization to surface meaningful improvements in segmentation, personalization, and lifecycle strategy
• Monitor email and SMS send volume against platform costs across brands, proactively identify budget risks, and recommend program adjustments to stay within budget
• Design and evaluate analyses to measure program performance against goals on a weekly, monthly, and quarterly basis
• Leverage segmentation, behavioral targeting, and personalization to maximize engagement across the customer lifecycle
• Manage day-to-day relationships with CRM vendors, including Klaviyo (email) and Attentive (SMS); evaluate platform performance and make recommendations on tooling needs or changes
• Lead cross-functional relationships with brand, data and analytics, creative, product, growth, and customer success to ensure CRM outputs are strategically aligned across all four brands
• Maintain current knowledge of CRM best practices, technology, and trends and apply insights to evolve the program
• Lead and develop a team of four — two senior managers, one manager, and one specialist — investing genuinely in their growth, performance, and long-term development

The responsibilities described above are not exhaustive. You may be asked, from time to time and as reasonably required by business needs, to perform other duties consistent with your skills and role, including work for or on behalf of our related entities. This job description does not constitute a contract of employment and may be modified at any time, subject to applicable law.

 

Skills & Qualifications:

• Minimum of 6 years of email and SMS marketing experience in eCommerce/DTC
• Experience managing CRM programs across multiple brands or business units preferred
• Must have experience managing a team of 2 or more
• Bachelor's degree, preferred
• Data-driven individual with the ability to dig into large sets of data to interpret findings, analyze trends, recognize anomalies and make recommendations for testing
• Strong testing instinct — comfortable designing tests, analyzing results, and determining next best steps within an established testing framework
• Have the ability to develop a strong working knowledge of analytic tools such as Looker
• A keen creative sensibility with exceptional written and verbal communication skills and meticulous attention to detail
• Must have experience with email development and have some understanding of HTML code for email
• Must understand CAN-Spam laws and have expertise in email industry best practices
• Ability to prioritize and operate with a sense of urgency
• Experience with Klaviyo and/or Attentive is a plus
• Experience in a fast paced environment with the ability to quickly get up to speed, iterate and take on other projects
• Ability to self-motivate and work independently
• Ability to work within a decentralized team

 

What We Offer (subject to eligibility requirements):

• Remote-first workplace (since 2016!)
• Competitive Salary
• Health, Vision & Dental Insurance
• HSA company contributions
• 401K with company match component
• Take what you need Paid Time Off
• Wellness benefits
• WFH office and cell phone/internet stipend
• A FREE MATTRESS plus an awesome Friends and Family discount!

 

If you reside in a state or location where pay transparency laws or regulations have been adopted please read the following: The salary for this position is $150,000-$180,000. We carefully consider a wide range of compensation factors, including your background, skills, qualifications, experience, geographic location and other non-discriminatory factors. These considerations can cause your compensation to vary. [Additionally, this role might be eligible for discretionary bonuses or commission payments]. For more information regarding the pay range applicable for this position, please contact us at People@residenthome.com

Ashley Digital is a privately-held company headquartered in Tampa, FL with offices in New York City, London and Tel Aviv.  Learn more at: https://www.residenthome.com

Ashley Digital is committed to a policy of equal employment opportunity, and will not discriminate against an applicant or employee on the basis of race, color, religion, creed, national origin, ancestry, sex, gender, age, physical or mental disability, veteran or military status, genetic information, sexual orientation, gender identity, gender expression, marital status, or any other legally recognized protected basis under federal, state, or local law.

Ashley Digital is proud to be a remote-first company and maintains policies to support our unique flexible work location culture. However, there are a few important parameters to our work-from-home-culture: While we currently employ Residents in over 30 US states and 3 countries, if you are hired, you may be restricted to working from the state or country in which you currently reside, unless the state or country to which you plan to relocate is one in which we already operate and no other restrictions apply to the role. As with anything, we encourage an open dialogue about your current location and potential desired relocation during the interview process and upon hire, if applicable, and the extent any other restrictions apply to a particular role. We reserve the right to deny relocation requests post-hire for any reason.

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