CRM Manager

Job Description

Sr. Manager, Loyalty & CRM

Employment Type: Freelance

Duration: Feb -June (Mat leave)

Pay: $67/hr

Hybrid: 3 days/week on site

Location: Atlanta, Georgia off Cobb Parkway

Job Summary

The Senior Manager, Loyalty & CRM leads the Client’s loyalty and CRM operations, driving personalized guest experiences through the Client’s Rewards program and owned marketing channels. This role oversees campaign planning, execution, and optimization using advanced marketing technology tools (e.g., Braze, third-party loyalty platform, analytics solutions). The Senior Manager will manage agency teams and two direct reports focused on technical production while ensuring the accuracy, quality, and effectiveness of all campaigns and offers deployed to guests.

Key Responsibilities

Strategic Leadership & Planning

• Develop and execute loyalty marketing strategies to grow the Client’s Rewards membership and engagement.
• Lead planning for targeted campaigns, including gated offers, gamification, acquisition incentives, and point multipliers.
• Maintain expertise in loyalty and personalization trends, sharing insights and best practices across teams.
  
  

Customer Engagement

• Develop and optimize member lifecycle campaigns and journeys to grow and retain members, partnering with marketing analytics, category management, and brand teams to define segmentation, offers, and creative.
• Understand best practices for email, push, in-app content and SMS; lead channel strategy and oversee execution.
• Work closely with promotions and category leads to oversee couponing and promotional strategy and ensure seamless integration within the app experience.
  
  

Campaign Management & Personalization

• Own and manage the calendar of loyalty offers and personalized campaigns across owned channels.
• Utilize customer and contextual data to define segmentation strategies and attributes for targeted marketing.
• Ensure accuracy and timeliness of campaign execution, including segmentation, offer setup, and delivery.
• Provide oversight of Braze CRM campaign and canvas builds, QA, and deployment, as well as loyalty platform offer setup, QA, and deployment.
• Provide guidance and expertise to direct report responsible for loyalty offer set-up and segmentation, acting as final approver before offers are deployed to users.
• Serve as key approver for all campaigns and offers before guest deployment, ensuring flawless execution and alignment with brand standards.
  
  

Cross-Functional Collaboration

• Partner with Product Owners and Managers to prioritize features and data enhancements that improve personalization and the digital experience. Partner on UAT to ensure enhancements meet requirements.
• Communicate campaign impacts to internal teams (mobile app, category, operations, guest support) to socialize plans and adjust strategies as needed.
• Collaborate with Category Teams, IT, Finance, Creative, and external agencies to deliver campaigns on time and within budget.
  
  

Analytics & Optimization

• Provide inputs to Analytics teams for measuring campaign performance (margin, profitability, engagement) and socialize learnings.
• Use insights to optimize future campaigns and improve ROI.
• Continuously identify opportunities to enhance offer and personalization processes.
  
  

Team Leadership & Operations

• Manage and mentor two direct reports focused on technical production of Braze campaigns and loyalty offers.
• Oversee transition from legacy loyalty platform to new solution, ensuring smooth migration.
• Diagnose and resolve issues related to offer setup or campaign delivery, performing impact analysis and recommending corrective actions to ensure a seamless guest experience.
• Manage agency relationships and associated budgets.
  
  

Qualifications

• Bachelor’s degree in Marketing, Business, or related field.
• 7 years of experience in loyalty marketing, CRM, or digital marketing, with at least 2 years managing others.
• Expertise in loyalty platforms such as Punchh and CRM solutions such as Braze for campaign and canvas builds, QA, and deployment, and loyalty platforms for offer setup, QA, and deployment.
• Strong understanding of data-driven marketing, segmentation, and personalization strategies.
• Excellent leadership, communication, and project management skills.