Sr Manager, CRM & Customer Engagement Strategy

About the role

This position is Hybrid, working from our Legacy West Support Center located in Plano, Texas, and is expected to be onsite Monday through Wednesday.

Responsibilities

• Develop and execute CRM channel strategies across email, SMS, app push notifications, direct mail, and emerging engagement channels.
• Partner with the Director, Customer Marketing & Engagement to evolve the CRM roadmap, including customer journey orchestration, channel capabilities, loyalty integration, and marketing technology enhancements.
• Lead, coach, and develop a team of CRM Specialists responsible for campaign planning, deployment, quality assurance, and optimization.
• Represent CRM within cross-functional planning discussions, providing channel expertise, customer insights, and performance recommendations.
• Oversee end-to-end CRM campaign operations, including audience selection, segmentation, campaign setup, quality assurance, testing, approvals, deployment, and post-campaign analysis.
• Build integrated customer communication plans supporting promotions, product launches, loyalty initiatives, educational content, and enterprise marketing priorities.
• Translate loyalty programs, customer offers, and promotional strategies into customer-centric communications that drive engagement and conversion.
• Ensure campaigns are executed accurately, efficiently, and aligned with business objectives.
• Design, optimize, and manage lifecycle marketing programs, promotional campaigns, and behavior-driven customer journeys.
• Partner with Personalization and Analytics teams to activate audience strategies, dynamic content, customer segmentation, and individualized experiences.
• Leverage customer insights and behavioral data to improve targeting, messaging effectiveness, and overall channel performance.
• Champion customer-first thinking across CRM planning and execution.
• Lead a comprehensive test-and-learn strategy focused on audience segmentation, cadence, messaging, creative, content, journey design, and offer effectiveness.
• Analyze campaign and channel performance to identify opportunities that improve customer engagement, retention, conversion, and lifetime value.
• Deliver actionable reporting and recommendations to leadership and business stakeholders.
• Stay informed on CRM trends, marketing technologies, customer engagement best practices, and competitive activity.
• Partner closely with Loyalty, Customer Analytics, Personalization, Digital, Creative, IT, Brand Marketing, Merchandising, and Integrated Marketing teams to align priorities and execution.
• Manage day-to-day relationships with CRM technology platforms, service providers, and external vendors.
• Support the implementation of new customer engagement capabilities and marketing technology enhancements.

Requirements

• Bachelor’s degree required.
• 7+ years of experience in CRM, customer marketing, lifecycle marketing, digital marketing, communications, or related disciplines.
• Experience within retail, eCommerce, consumer products, or multi-channel consumer businesses required.
• Proven experience developing CRM strategies and leading execution across email, SMS, app push, direct mail, and owned customer engagement channels.
• Salesforce Marketing Cloud experience strongly preferred.
• Strong understanding of customer journey mapping, segmentation, marketing automation, testing frameworks, campaign measurement, and journey orchestration.
• Experience working closely with IT, Digital Product, or Marketing Technology teams to define business requirements and support solution implementation.
• Knowledge of loyalty programs, customer engagement strategies, personalization, and lifecycle marketing best practices.
• Strong analytical skills with the ability to transform performance data into business recommendations.
• Demonstrated people leadership, project management, prioritization, and organizational skills.
• Excellent executive communication and presentation capabilities.
• Experience managing and developing high-performing teams.

Qualifications

• Strategic Thinker – develops CRM strategies that support customer engagement, loyalty, retention, and growth.
• Customer Focused Partner – deeply understands customer needs and advocates for exceptional customer experiences.
• Results Driver – consistently delivers measurable outcomes while balancing competing priorities.
• Problem Solver & Decision Maker – utilizes data and customer insights to identify opportunities and implement effective solutions.
• Talent Builder – develops team members through coaching, mentoring, and career development opportunities.
• Effective Communicator – clearly communicates strategies, performance results, risks, and recommendations to stakeholders at all levels.
• Big Picture Thinker – understands the connections between CRM, loyalty, personalization, analytics, and overall business objectives.
• Team Builder – fosters collaboration and strong partnerships across departments.
• Flexible & Agile Adapter – successfully manages change, ambiguity, and evolving priorities.
• Passionate Learner – continuously explores new marketing technologies, trends, and customer engagement practices.

Benefits

• A competitive salary and outstanding benefits package that includes medical, dental, vision, life insurance, paid vacation and sick days, paid holidays, tuition reimbursement, and a 401(k) with company match.
• In addition, associates may enjoy access to our onsite salon services, dining options, Sally Beauty and CosmoProf stores, and employee merchandise discounts.