Manager, CRM

Duties And Responsibilities

• Help shape and execute the CRM and personalization roadmap in partnership with CRM leadership, translating strategic priorities into campaigns, journeys, and programs that drive engagement, retention, and revenue.
• Build and grow a healthy, engaged email and SMS subscriber list, owning list acquisition strategy, opt-in growth, deliverability, and list hygiene to maximize reach and revenue.
• Own customer acquisition programs that convert new subscribers and first-time buyers into repeat customers, including welcome and onboarding journeys across email, SMS, and other channels.
• May directly supervise CRM specialists and coordinators depending on team structure; in all cases, provide guidance, coaching, and support to team members and help develop their skills.
• Design and manage personalized upsell and cross-sell programs, partnering with Data Science on segmentation and product recommendations to increase average order value, purchase frequency, and customer lifetime value.
• Lead reactivation and win-back campaigns for lapsed customers, using purchase recency and behavior to re-engage at-risk and inactive customers and recover revenue.
• Champion a customer-first approach in every CRM touchpoint and digital experience.
• Use data analytics and segmentation to identify customer trends, preferences, and personalization opportunities, and recommend program improvements.
• Maintain data quality and hygiene within CRM systems, following best practices for data integrity, privacy, and compliance with regulations such as CAN-SPAM, TCPA, and applicable state privacy laws.
• Build a test-and-learn culture, using A/B and multivariate testing to optimize offers, messaging, and timing while ensuring accurate, on-time campaign execution.
• Own CRM results against key business metrics, including list growth, new customer acquisition, retention, reactivation, and incremental revenue, delivering regular reporting and actionable insights to leadership and stakeholders.
• Work closely with the Analytics team to measure program impact and refine targeting.
• Partner with BT and MarTech teams to ensure CRM platforms, such as Salesforce Marketing Cloud, support business goals, bringing the customer and business perspective to tool evaluation and prioritization.
• Stay current on CRM, retail marketing, and personalization trends and bring forward new ideas to improve customer experiences and team efficiency.

Qualifications And Skills Required

• Bachelor's degree in marketing, business administration, or a related field.
• 5+ years of experience in CRM, email, or lifecycle marketing, with demonstrated success building and growing healthy email lists; retail or e-commerce experience strongly preferred.
• Proven track record managing customer acquisition, personalized upsell and cross-sell, and lapsed-customer reactivation programs that deliver measurable revenue growth.
• Familiarity with enterprise CRM and marketing automation platforms (Salesforce Marketing Cloud preferred), with the ability to partner effectively with technical teams.
• Strong commercial acumen and understanding of customer lifecycle economics, including acquisition cost, retention, and customer lifetime value.
• Proficiency in data analysis and segmentation, with the ability to turn insights into actionable recommendations.
• Experience mentoring or supervising team members preferred, with the ability to prioritize and coordinate work across multiple projects.
• Strong communication and collaboration skills, with the ability to work effectively across functions and levels of the organization.
• Detail-oriented, with a commitment to data accuracy, privacy, and compliance.
• Self-motivated and results-driven, with the ability to thrive in a dynamic and evolving environment.