Sr. Manager CRM

Position Summary

Role and Responsibilities

Reporting to the Senior Director, Digital, this role leads the development of lifecycle marketing strategies that strengthen customer acquisition, engagement, retention, loyalty, and lifetime value. This Senior Manager will oversee CRM strategy, campaign governance, personalization, and consumer journey optimization while leading a high-performing CRM team responsible for email, SMS, push notifications, triggered communications, and lifecycle programs. The role will partner closely with Integrated marketing, Product Marketing, E-Commerce, and Corporate Marketing to deliver best-in-class experiences powered by data and innovation.

CRM Strategy & Lifecycle Leadership:

• Define and lead the CRM strategy aligned with business objectives across email, SMS, push notifications and automated campaigns.
• Develop lifecycle marketing strategies that increase consumer acquisition, retention, repeat purchase rate, loyalty participation, and lifetime value.
• Design and continuously optimize end-to-end omnichannel consumer journeys across digital touchpoints.
• Establish CRM priorities, annual roadmap, testing framework, and business growth opportunities.

Campaign Strategy & Governance:

• Lead CRM campaign planning across Email, SMS, Push, Triggered Communications, and Loyalty initiatives.
• Own campaign governance, prioritization, and resource planning to ensure execution quality and business impact.
• Partner with Creative, Brand Marketing, E-Commerce and Retail teams to deliver cohesive consumer experiences.
• Drive continuous optimization through testing, personalization, segmentation, and performance analysis.

Consumer Journey & Personalization:

• Lead the evolution of the omnichannel consumer journey, ensuring consistency across digital and retail touchpoints.
• Lead CRM Analytics and Data to develop scalable personalization strategies powered by first-party data.
• Identify opportunities to improve consumer experience through automation, behavioral triggers, predictive audiences, and dynamic content.
• Champion new CRM capabilities that enhance personalization.

Business Performance & Analytics:

• Own CRM business KPIs including revenue contribution, engagement metrics, database growth, campaign performance, and personalization performance.
• Translate performance insights into actionable business recommendations.
• Present CRM performance, strategic initiatives, and business opportunities to senior leadership.

Cross-Functional Leadership:

• Collaborate with internal and agency teams to prioritize CRM capabilities, automation, and consumer experience enhancements.
• Support the implementation of new CRM technologies and omnichannel initiatives.
• Exceptional analytical mindset
• Excellent communication, presentation, and leadership skills.
• Ability to thrive in a fast-paced, collaborative environment while balancing strategic planning and operational execution.

Skills and Qualifications

• Bachelor's degree required; MBA or related graduate degree preferred.
• 8+ years of experience in CRM, Lifecycle Marketing, Digital Marketing, Customer Engagement.
• Proven experience leading CRM strategy across email, SMS, loyalty, personalization, and customer lifecycle programs.
• Experience with and an understanding of CRM platforms, marketing automation, customer segmentation, and omnichannel marketing.
• Experience partnering with Analytics, Product, Technology, and Retail organizations to deliver consumer-centric initiatives.
• Experience leading cross-functional projects and influence senior stakeholders.
• Experience translating complex data into business strategy.
• Highly organized with experience with project management.
• Experience with business planning and forecasting
• Experience managing an agency.

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Regular full-time employees (salaried or hourly) have access to benefits including: Medical, Dental, Vision, Life Insurance, 401(k), Employee Purchase Program, Tuition Assistance (after 12 months), Paid Time Off, Student Loan Program (after 12 months), Wellness Incentives, and many more.  In addition, regular full-time employees (salaried or hourly) are eligible for MBO bonus compensation, based on company, division, and individual performance.

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