Senior Manager, CRM & Automation - Trade

About the role

The Senior Manager, CRM & Automation – Trade will lead the strategy, evolution and execution of CRM and lifecycle marketing for TTC Tour Brands' trade partners. This role acts as a strategic partner and functional leader, translating commercial objectives into effective CRM solutions, leading and developing the CRM & Email team, and partnering across Sales, Marketing, Data, Technology and DTC CRM & Retention to continually improve the advisor experience.

Essential Experience

• Significant progressive experience in CRM, lifecycle marketing or marketing automation, ideally within a B2B or B2B2C environment.
• Proven experience developing CRM strategy and translating commercial objectives into lifecycle journeys, automation and measurable CRM programs.
• Demonstrated people leadership experience, including coaching, performance management, prioritization and development of team members.
• Strong technical understanding of CRM and marketing automation, with enough hands-on experience to credibly lead and coach practitioners, challenge solutions and provide occasional execution support when needed.
• Strong cross-functional leadership and stakeholder-management skills, with the ability to influence without direct authority and communicate confidently with both technical and non-technical audiences.
• A track record of using data and performance insights to develop recommendations, test approaches and improve engagement or commercial outcomes.
• Strong project-management capability, with experience balancing day-to-day delivery, strategic initiatives, competing priorities and resource constraints.

Nice to Have

• Experience leading CRM transformation, lifecycle redesign, personalization or automation programs, particularly within a complex or multi-brand organization.
• Experience within travel, hospitality, retail, e-commerce or another customer- or partner-led industry.
• Experience using CRM to support B2B partner onboarding, education/training, engagement or sales enablement.
• Experience working across multiple CRM teams that share technology platforms, data capabilities or technical resources.
• Experience managing agencies, contractors or specialist partners and/or working with globally distributed stakeholders and audiences.
• Knowledge of APIs, custom connectors, HTML or AMPscript.

What you'll bring

• Strong hands-on knowledge of Salesforce Marketing Cloud, including journey building, automation workflows, audience segmentation, email execution and personalization.
• A strong understanding of lifecycle marketing, behavioral and transactional triggers, dynamic content, testing and optimization.
• Experience working with CRM data, audience segmentation and marketing technology integrations, combined with strong CRM performance analytics and reporting capabilities.
• A deep understanding of email governance, consent management and relevant privacy and marketing regulations, including GDPR and CAN-SPAM.