Loyalty & CRM Manager

About the Role

Drew Estate is seeking a Loyalty & CRM Manager to lead the execution and day-to-day operation of our consumer loyalty and CRM initiatives. This role will be responsible for launching and operating Drew Estate’s consumer rewards pilot program, building and organizing our consumer CRM database, and executing email marketing campaigns that drive engagement and purchases through our network of retailer customers. This is a hands-on role for someone comfortable working inside CRM and loyalty platforms, building segments, deploying campaigns, and ensuring the program runs smoothly across multiple systems and stakeholders.. The Loyalty & CRM Manager will play a critical role in demonstrating how consumer loyalty can increase engagement with the Drew Estate brand, strengthen relationships with our retail partners, and generate measurable business value.

Reporting Relationships

The Loyalty & CRM Manager reports to the Managing Director, Innovation.

This role works cross-functionally with Digital Marketing, Sales, Trade Marketing, Consumer Engagement, Finance, IT, and Legal to execute consumer loyalty and CRM initiatives across the organization.

This position does not have direct reports but will coordinate closely with internal stakeholders and external technology partners to support program execution.

Roles & Responsibilities

Essential Duties & Responsibilities

Loyalty Platform & Program Operations (40%)

Responsible for the day-to-day administration and operational success of Drew Estate’s consumer loyalty platform and supporting CRM infrastructure.

• Administer and maintain the loyalty platform including points rules, reward structures, promotional campaigns, and program configuration.
• Manage the rewards catalog including product setup, inventory coordination, redemption workflows, and fulfillment processes.
• Coordinate operational integrations across loyalty software, WooCommerce, ShipStation, and other connected systems to ensure seamless program execution.
• Monitor platform activity, troubleshoot operational issues, and coordinate with internal stakeholders or external partners to resolve problems quickly.

Cross-Functional Program Execution (30%)

Serve as the operational hub for Drew Estate’s consumer loyalty initiative by coordinating across internal departments and external partners.

• Partner with Digital Marketing, Sales, Trade Marketing, Consumer Engagement, Finance, IT, and Legal to execute loyalty program initiatives and campaigns.
• Coordinate with internal teams and external consultants to support the successful launch and ongoing operation of the consumer rewards pilot program.
• Manage consumer service inquiries related to the loyalty program, working with customer service tools such as Zendesk to resolve issues and maintain positive consumer experiences.
• Provide regular updates to leadership on program progress, operational challenges, and opportunities for improvement.

CRM & Email Marketing Execution (20%)

Support Drew Estate’s CRM and lifecycle marketing efforts through hands-on execution of segmentation, automated journeys, and email campaign deployment.

• Build and maintain audience segments and automated consumer journeys within the CRM platform to support loyalty engagement and lifecycle marketing initiatives.
• Execute email campaigns and deployments through Mailchimp, supporting both loyalty program communications and broader Drew Estate email marketing initiatives.
• Serve as an internal subject matter resource for CRM and email marketing best practices and campaign execution.
• Maintain CRM data quality and ensure consumer data is organized to support effective targeting and campaign performance.

Program Analytics & Performance Insights (10%)

Support data-driven decision-making by interpreting program performance metrics and identifying optimization opportunities.

• Analyze loyalty and CRM program performance using reporting tools including Excel, Google Analytics, and platform-generated reports.
• Translate data insights into actionable recommendations to improve engagement, retention, and overall program effectiveness.
• Assist in preparing reports and presentations that communicate program performance and insights to internal leadership.
• Identify trends in consumer behavior and engagement that inform future program improvements.

Skills & Abilities

• Strong analytical mindset with the ability to translate data into actionable insights and recommendations.
• Hands-on experience configuring and optimizing CRM and loyalty platforms.
• Ability to build and deploy CRM segments, automated journeys, and email campaigns.
• Excellent project management skills with high attention to detail and execution quality.
• Ability to clearly communicate complex technical concepts to non-technical stakeholders.
• Collaborative, cross-functional working style with the ability to influence without direct authority.
• An entrepreneurial mindset grounded in ownership, execution, and doing whatever it takes to deliver.
• Strong proficiency in Excel for analyzing marketing and loyalty program performance.
• Proficiency in Microsoft PowerPoint for preparing clear and effective presentations for internal stakeholders.

Requirements

• 3 years of experience managing loyalty programs and/or CRM platforms in retail, CPG, hospitality, tech, or related industries.
• Hands-on experience with CRM platforms such as Mailchimp, Klaviyo or similar systems.
• Proven track record executing automated campaigns, segmentation strategies, and digital marketing campaigns.
• Experience working with regulated or highly scrutinized industries is preferred.
• Genuine interest in or passion for premium cigars is highly desirable but not required.
• Must be comfortable working in a cigar smoking environment.

Work & Travel Requirements

• This is an in-office position based in Doral, Florida with a hybrid work schedule consistent with current company policy.
• Remote candidates will not be considered.
• Flexibility to travel 10% of the time to various trade shows, customer visits, and external partner meetings.

What We Offer

• Highly Competitive Base Salary
• Performance-Based Incentive Opportunities
• Medical, Dental, Vision, Basic Life Insurance effective on date of hire
• Generous 401(k) Plan with Company Match
• PTO Days
• Company Cell Phone & Laptop