CRM Marketing Manager

Sunstar Americas, Inc. is a global leader in the oral care industry and the manufacturer and distributor of GUM oral care products and solutions. With headquarters in Schaumburg, Illinois, and operations across North and South America, we are renowned for exceptional production, distribution, and high-quality oral care products.

About the Role

The Senior CRM Manager defines and leads the customer relationship management (CRM) and lifecycle marketing strategy across both the Retail Consumer and Professional Dental business segments. This role develops data-driven engagement strategies to increase consumer acquisition, retention, loyalty, and Customer Lifetime Value (CLTV) through personalized, omnichannel customer experiences. As the organization's CRM subject matter expert, the Senior CRM Manager partners closely with Marketing, eCommerce, Sales, Analytics, Customer Service, IT, and agency partners to develop scalable lifecycle programs, activate first-party data, optimize the customer journey, and identify new opportunities to accelerate business growth.

Responsibilities

• Define and execute CRM and lifecycle marketing strategies across Retail and Professional Dental Care audiences.
• Lead lifecycle marketing programs across email, SMS, and owned digital channels.
• Develop customer journey strategies to improve acquisition, engagement, retention, and loyalty.
• Drive replenishment, repeat purchase, and Customer Lifetime Value (CLTV) initiatives.
• Identify new CRM capabilities and opportunities that support long-term business growth.
• Manage consumer database growth and first-party data activation.
• Lead CRM campaign planning, execution, testing, and optimization across multiple touchpoints.
• Develop testing strategies to improve engagement, conversion, and retention performance.
• Monitor campaign effectiveness and translate performance insights into optimization recommendations.
• Establish CRM best practices, governance, and performance standards.
• Analyze consumer behaviors, engagement trends, and lifecycle performance to identify growth opportunities.
• Translate consumer and business insights into actionable retention and loyalty strategies.
• Measure customer journey effectiveness and recommend enhancements to improve consumer experience.
• Identify opportunities to increase customer loyalty, repeat purchase behavior, and CLTV.
• Partner with Marketing, eCommerce, Sales, Analytics, Customer Service, and IT to deliver connected consumer experiences.
• Collaborate with external agencies and technology partners to implement CRM initiatives.
• Serve as the CRM subject matter expert and provide strategic guidance across the organization.
• Ensure CRM initiatives align with brand objectives, commercial priorities, and business goals.

Requirements

• Bachelor's degree in Marketing, Business, Communications, or related field.
• 8–12+ years of experience in CRM, lifecycle marketing, marketing automation, or digital marketing.
• Proven success developing CRM strategies that improve customer acquisition, retention, and CLTV.
• Experience managing email marketing, SMS, customer journey orchestration, and marketing automation platforms.
• Strong analytical skills with the ability to translate consumer data into business strategy.
• Experience leading cross-functional initiatives and influencing stakeholders.
• Excellent communication, leadership, and project management skills.

Preferred Qualifications

• Experience with Salesforce Marketing Cloud, Adobe Campaign, HubSpot, Marketo, Microsoft Dynamics 365, or similar CRM platforms.
• Experience with Customer Data Platforms (CDPs) and first-party data activation.
• Experience with journey orchestration, personalization, and marketing automation.
• Experience supporting both B2C Retail Consumer and B2B Professional customer engagement programs.
• Experience with loyalty, retention, and subscription-based marketing strategies.
• Experience with A/B testing and experimentation frameworks.
• Experience with Google Analytics, Adobe Analytics, Power BI, Tableau, or similar analytics platforms.
• Experience within healthcare, oral care, consumer packaged goods (CPG), or other regulated industries.
• Familiarity with AI-driven personalization and predictive marketing capabilities.

Success Metrics

• Consumer & Professional database growth.
• Customer acquisition and retention.
• Customer Lifetime Value (CLTV).
• Repeat purchase and replenishment rates.
• Email and SMS engagement performance.
• Segmentation and personalization effectiveness.
• Loyalty program participation.
• CRM campaign ROI and marketing attribution.
• Consumer engagement across lifecycle touchpoints.

Benefits

• Comprehensive insurance coverage (Medical, Vision, Dental).
• 401K retirement plan with employer match (Pretax and Roth options).
• 401K profit sharing contribution based on company performance.
• Paid holidays and generous paid time off.
• Pet, Legal, and Identity Theft Insurance Plans.
• Competitive bonus.
• On-site café and fitness center.
• Corporate Perks Discount Program (Auto, Retail, Electronics, Entertainment, Computers, Personal Vacations, Cell Phones, Movie Tickets, Eating Out, and more).
• Beautifully maintained walking trails.
• Numerous employee appreciation events throughout the year.
• Recognition and Rewards Programs.
• Employee discount on Sunstar products.

Pay

The pay range for this position is $120,000–$140,000. Base pay offered may vary depending on skills, experience, job-related knowledge, and location. This position is also eligible for an annual bonus as part of total compensation.

About Sunstar

A business focused on health and wellness, Sunstar is known for high-quality products, a beautiful state-of-the-art facility, and a strong commitment to diversity, inclusion, and corporate social responsibility. We place a strong value on company culture and offer opportunities for career growth and advancement.