Senior CRM & Lifecycle Marketing Manager

About the role

Leads La-Z-Boy's enterprise CRM and lifecycle marketing strategy across corporate-owned retail, La-Z-Boy.com, DTC commerce, and owned customer communication channels. Modernizes CRM into an integrated, data-driven engagement capability that increases traffic, conversion, retention, repeat purchase, customer lifetime value, and same-store sales.

Responsibilities

• Lead enterprise CRM and lifecycle marketing strategy across corporate-owned retail, ecommerce, and owned channels, aligning programs to traffic, conversion, retention, repeat purchase, customer lifetime value, and same-store sales goals.
• Own the strategy, planning, execution, testing, and optimization of email, SMS, direct mail, database marketing, triggered messaging, and customer-segmented communications, ensuring brand alignment, accuracy, compliance, and operational excellence.
• Design and scale end-to-end customer journeys across acquisition, lead nurture, cart and browse recovery, purchase, store follow-up, post-purchase education, loyalty, cross-sell, repeat purchase, and win-back moments.
• Lead customer segmentation, personalization, and data activation using behavioral signals, purchase history, engagement, lifecycle stage, product interest, geography, and retail relationships to improve relevance and business outcomes.
• Serve as the CRM subject matter expert for DTC and omnichannel initiatives, translating business needs into requirements for ESP modernization, SMS enablement, journey orchestration, customer identity, consent, data integrations, and personalization capabilities.
• Develop scalable CRM programs that support corporate-owned retail stores, local-market needs, promotional events, store openings, assisted-selling handoffs, digital-to-store journeys, and post-visit customer follow-up.
• Own CRM measurement, KPIs, testing, reporting, and performance optimization; translate campaign and customer data into actionable recommendations for Marketing, Retail, ecommerce, Finance, Analytics, and senior leadership.
• Manage CRM budgets, agencies, vendors, technology partners, and team members while leading cross-functional collaboration and the evolution from campaign-based execution to automated, personalized, omnichannel customer engagement.
• Supervise one direct report.
• Manage approximately $5 million to $8 million in annual direct marketing activity, multiple agency and technology partners.
• Influence store traffic, ecommerce conversion, customer engagement, repeat purchase, customer lifetime value, same-store sales, and delivery of the company’s digital commerce roadmap.

Requirements

• Bachelor's degree in Marketing, Business, Communications, Analytics, Digital Commerce, Information Systems, or a related field.
• 8-10 years of experience or equivalent professional experience.
• 5+ years of experience leading people, agencies, vendors, or complex cross-functional workstreams.
• Demonstrated experience developing CRM and lifecycle strategies that drive traffic, conversion, retention, repeat purchase, customer engagement, customer lifetime value, and revenue.
• Strong knowledge of email, SMS, direct mail, triggered journeys, segmentation, personalization, testing, campaign measurement, customer data, CRM platforms, ESPs, and marketing automation.
• Demonstrated ability to lead cross-functional initiatives and translate performance data into clear business recommendations and executive-ready communication.
• Experience managing budgets, vendor relationships,