1-800-Flowers.com, Inc. is a leading provider of gifts designed to help our customers express, connect, and celebrate. Through our family of brands—including Harry & David, Cheryl’s Cookies, PersonalizationMall, Shari’s Berries and more—we deliver smiles across e-commerce, retail, and distribution channels. Our HR team plays a key role in supporting our mission by attracting, developing, and retaining exceptional talent across our diverse businesses.

About the Role

We are seeking an experienced, highly organized and execution-oriented Director, CRM Activation & Production to lead the translation of CRM strategy into coordinated, executable customer communications across Email, SMS, Push and Direct Mail.

This role sits at the intersection of CRM strategy, brand marketing, creative, merchandising and CRM operations, ensuring that promotional strategies move seamlessly from planning through production and deployment.

The role will own the end-to-end activation and production process across CRM channels—translating campaign strategies into actionable briefs and production plans, coordinating cross-functional inputs, managing calendars and workflow, and ensuring programs are ready for accurate and timely execution by CRM Operations.

This leader will create the operating discipline required to increase speed, improve quality and enable CRMStrategy teams to spend more time on strategy, performance and optimization.

Role Responsibilities

CRM Activation & Production Management

Translate CRM strategies and promotional plans into clear, executable cross-channel activation plans across Email, SMS, Push and Direct Mail.
Own the end-to-end production process from approved strategy through deployment readiness.
Develop campaign briefs and production requirements, including audience, offer, messaging, creative, personalization, channel and timing requirements.
Ensure all inputs and approvals are complete before programs move into CRM Operations for build, QA and deployment.
Coordinate changes, dependencies and issue resolution throughout the production lifecycle.

Cross-Channel Planning & Orchestration

Translate promotional calendars into coordinated Email, SMS, Push and Direct Mail production plans.
Ensure consistency of offers, messaging, audiences and timing across channels.
Identify opportunities to coordinate communications and reduce unnecessary customer contact or channel conflicts.
Partner with CRM Strategy leads to operationalize targeting, cadence and contact strategies.
Maintain visibility to activation dependencies, milestones and launch readiness across brands and channels.

Production Workflow & Governance

Establish and manage standardized intake, briefing, approval and handoff processes.
Own master production calendars, timelines and key milestones.
Establish clear roles, responsibilities and SLAs across Strategy, Creative, Merchandising, Operations and other partners.
Identify production risks and escalate issues that could impact timing, quality or revenue.
Continuously simplify and improve activation workflows to increase speed-to-market and team capacity.

Creative & Content Coordination

Partner with Brand, Creative and Merchandising teams to translate campaign strategy into channel-ready creative and content requirements.
Coordinate asset development, approvals and delivery across Email, SMS, Push and Direct Mail.
Ensure creative and content are aligned to channel strategy, customer targeting and promotional objectives.
Drive reuse and modularity where appropriate to improve production efficiency.

Direct Mail Production

Coordinate Direct Mail programs from approved circulation and targeting strategy through production and in-home execution.
Manage production timelines, creative requirements, print/vendor coordination and key milestones.
Partner with CRM Strategy on circulation plans and with external/internal partners on production execution.
Ensure Direct Mail is integrated into the broader CRM activation calendar.

Operational Excellence

Establish activation and production KPIs and monitor workflow performance.
Identify bottlenecks and opportunities to automate or eliminate manual work.
Improve production predictability, capacity planning and speed-to-market.
Partner with CRM Operations to continuously improve handoffs, templates and execution processes.

Featured benefits

Unlimited PTO
30% discount on our family of brands
Medical insurance
Vision insurance
Dental insurance
401(k)
Disability insurance

*Exact benefit terms, conditions, and eligibility requirements are governed by official plan documents and applicable law. The Company reserves the right to modify, amend, or terminate benefit plans and programs at any time.

The expected range for this position is $160,000-180,000 annually. Actual compensation will be determined based on experience, skills, internal equity, and other factors permitted by law.

To support our commitment to being an employer of choice, we offer comprehensive and competitive health, wellness, and additional benefits to eligible full-time team members. Benefit eligibility may vary based on location, average hours worked, and length of service.

Qualifications

You Need 

Bachelor’s degree or equivalent experience

6-10 years of experience in CRM, lifecycle marketing, marketing operations, integrated marketing or campaign production, with increasing leadership responsibility

Proven experience leading high-volume, multi-channel CRM activation and production across Email, SMS, Push and/or Direct Mail

Strong understanding of the end-to-end CRM campaign lifecycle, from strategy and briefing through creative development, audience readiness, production, QA and deployment

Demonstrated ability to translate marketing and commercial strategies into clear, executable production plans and requirements

Experience managing complex cross-functional workflows, calendars, dependencies and approvals across Marketing, Creative, Merchandising, Operations and Technology teams

Strong understanding of audience segmentation, targeting, personalization, dynamic content and contact strategy

Experience working with CRM and marketing automation platforms such as Braze, Salesforce Marketing Cloud or equivalent

Proven ability to establish and improve production processes, governance, SLAs and operating models that increase speed, quality and efficiency

Strong project and program management skills with the ability to manage multiple brands, channels, campaigns and competing priorities simultaneously

Experience using performance data and operational metrics to identify bottlenecks and improve production efficiency and speed-to-market

Excellent communication and stakeholder-management skills, with the ability to influence and drive accountability across teams without direct authority

Strong attention to detail combined with the ability to understand broader commercial objectives and customer experience implications

Experience managing teams and developing talent

Direct Mail audience strategy/production/measurement experience preferred

Retail, eCommerce, Direct-to-Consumer and/or multi-brand experience preferred

Required Competencies 

Operational Leadership — Creates structure, accountability and clarity across complex, high-volume workflows

Cross-Functional Influence — Aligns Marketing, Creative, Merchandising, Operations and Technology around shared deliverables and timelines

Execution Excellence — Drives work from strategy through deployment readiness with speed, accuracy and discipline

Commercial Acumen — Understands how CRM activation supports revenue, margin and customer objectives

Problem Solving — Anticipates dependencies, identifies risks and removes barriers to execution

Process Improvement — Continuously simplifies workflows and identifies opportunities for standardization and automation

People Leadership — Builds strong teams, establishes clear expectations and develops talent

Director, CRM

Key skills

About this role