• CRM Director

    Requisition ID
  • Overview

    Tractor Supply Company (TSCO), the largest rural lifestyle retailer in the United States, is dedicated to enhancing our strong company culture built on our team members’ commitment to our Mission and Values.  With over 1,800 stores in 49 states and an innovative e-commerce platform, Tractor Supply ranks in the Fortune 400 with revenues of approximately $8 billion and growing! Come grow your career with us as we serve those who live “Life out Here”!


    Job Purpose


    The Director of Customer Marketing will provide leadership of Customer Marketing and Neighbor’s Club loyalty program to continue to advance these key strategic initiatives.  This position is responsible to drive positive engagement and growth of our customers.  Key focus areas include evolving and implementing customer journeys and our personalization roadmap, using performance insights to improve campaign strategies, supporting implementation of new tools and processes, collaborating with cross functional teams, driving engagement and evolving our Neighbor’s Club loyalty program.   


    • Personalization: Drive customer engagement through personalization and strategic 1:1 customer marketing initiatives, such as personalized email and direct mail campaigns.
      • Develop customer related strategies and plans to build customer loyalty, capture increased share of wallet among existing customers as well as acquire new customers.
      • Evolve customer contact strategies and marketing plans for key segments.
      • Manage execution of our email and direct mail programs
    • Customer Loyalty: Develop and lead the continuous evolution of Tractor Supply Company’s Neighbor’s Club loyalty program elevating both financial and experiential benefits to strengthen the relationship with our customers.
      • Works with leadership and cross-functional stakeholders to develop and optimize the loyalty program customer experience to drive customer engagement, retention, and data collection.
      • Ensures integration of loyalty program into all appropriate communication channels.
      • Manages internal cross-functional team in program planning and implementation.
      • Oversees vendor partners on strategy development, research, and execution of loyalty program.
      • Coordinates the delivery of loyalty program reporting and insights.
    • Campaign Performance Insights: Evaluate campaign and loyalty performance to identify opportunities to improve performance of future activities.
    • Continuous Improvement: Evolve processes and tools to support customer centric engagement initiatives including Neighbor’s Club and personalization.
    • P&L: Manage budget and external strategic business partners to maximize marketing ROI.
    • Leadership: Hire, train, develop, provide feedback and coach team.  Model TSC Values and create positive, productive work environment that enables the team to provide the maximum return to the organization.
    • May perform other duties as assigned.



    • Minimum of 7+ years of direct to customer marketing experience, preferably in retail.
    • Demonstrated success building customer loyalty and increasing customer spending/capturing increased share of wallet.
    • Demonstrated success with cost efficient customer acquisition and development
    • Experience with the following customer marketing activities:
      • Segmented/targeted customer communications and purchase incentives, preferably print, mail, e-mail, and SMS delivered
      • Loyalty/affinity programs
      • Personalized content
      • Predictive modeling
      • Organized test and learn programs
      • Customer segmentation approaches
      • E-mail address acquisition
    • Experience using Enterprise level customer marketing platforms such as SalesForce and IBM Unica
    • Familiarly with customer database management as well as with customer analytics tools and CRM application software tools
    • Experience effectively identifying and leading outside CRM resources/agencies


    Education: Bachelor’s degree from an accredited college or university in related field. MBA is highly desired.  Any suitable combination of education and experience will be considered.



    • Smart, strategic, driven, impact oriented individual.
    • Leadership on cross functional collaboration
    • Team player foremost and always.
    • High energy, straight shooter with unquestionable ethics – “Values” in synch with ours.
    • Can eliminate barriers en route to achieving goals by way of influence and relationship building throughout the organization.
    • Highly organized individual who is self-directed yet works well in a team.
    • Decisive individual who displays strong communication, organizational, analytical, negotiating and problem solving skills.
    • Must be strategic, creative and consumer focused, able to think outside the box and yet manage process.
    • Demonstrate a desire to learn and a willingness to be accountable
    • Brave – not afraid to take calculated risks and offer points of view.
    • Demonstrates a financial sensitivity to marketing ROI and impact on the business.
    • Ability to identify, hire, train and retain high quality people.


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