CRM & Lifecycle Marketing Manager

Role Summary

This role owns how FirstKey Homes engages, nurtures, and converts prospects across the renter journey. As the CRM & Lifecycle Marketing Manager, you will lead the strategy and execution of CRM, email and SMS programs that improve lead quality, increase conversion, and drive resident engagement. You will operate at the intersection of marketing, data, and customer experience, building scalable CRM and lifecycle programs powered by segmentation, personalization, and automation.

This is a high-impact role for a marketer who thrives on turning data into action and driving measurable outcomes across the funnel.

What You’ll Do

• Own CRM and lifecycle marketing strategy and execution by building and optimizing email, SMS and customer journey programs that drive acquisition, conversion, and retention

• Drive campaign performance by optimizing messaging, creative, and targeting to improve engagement, conversion rates, and downstream outcomes

• Partner cross-functionally with leasing, product, and compliance teams to align CRM and lifecycle campaigns with business goals and customer needs

• Lead testing and experimentation by running A/B tests across subject lines, content, timing, and segmentation to continuously improve performance

• Analyze and report on performance by tracking key metrics, identifying insights, and delivering actionable recommendations to leadership

• Improve deliverability and channel health by monitoring inbox placement, compliance, and best practices across email and SMS

• Develop deep customer understanding by identifying pain points, behaviors, and opportunities to deliver a more consolidated, consistent, and relevant communication thread to current residents

• Leverage paid demand generation email partnerships and campaigns

• Manage external vendors and platforms by ensuring tools and partners are optimized to support lifecycle marketing goals

What You Bring (Required)

• Bachelor’s degree in marketing, Business, Communications, or a related field, or equivalent hands-on experience

• 5+ years of experience in lifecycle, CRM, or email marketing with a focus on acquisition, conversion, and retention

• Proven ability to build and scale CRM, email and SMS programs that drive measurable business outcomes

• Experience with marketing automation and CRM platforms such as Dynamics, Salesforce, or HubSpot

• Strong analytical skills with the ability to use performance data, testing frameworks, and customer insights to drive decisions

• Solid understanding of email and SMS best practices, including deliverability, compliance (e.g., CAN-SPAM), and channel optimization

• Solid collaboration and communication skills with the ability to work cross-functionally

Nice to Have (Preferred)

• Experience with Microsoft Dynamics 365 Customer Insights or similar CRM platforms and SQL

• Background in regulated industries, such as financial services, health care, or real estate

• Experience implementing or scaling marketing automation platforms

• Familiarity with design tools such as Figma or Adobe Creative Suite

Why This Role / Why Join Us

• Drive measurable business impact by owning CRM & lifecycle programs that directly influence lead quality, conversion, and resident engagement

• Build and scale a critical marketing function by developing automated journeys and personalization strategies across the customer lifecycle

• Operate with high visibility and influence by partnering closely with marketing leadership and cross-functional teams

• Work in a data-driven environment where testing, optimization, and performance are core to decision-making

If you’re a data-driven CRM and lifecycle marketer who wants to build scalable programs, improve customer experiences, and drive real business outcomes, this is an opportunity to lead and grow a high-impact function at FirstKey Homes.

FirstKey Homes is an equal opportunity employer and will not tolerate discrimination in employment on the basis of race, color, age, sex, sexual orientation, gender identity or expression, religion, disability, ethnicity, national origin, marital status, veteran status, genetic information or any other legally protected classification or status.