Sales Enablement & Marketing Automation Manager

Position Description:

The Manager of Sales Enablement & Marketing Automation will be responsible for optimizing customer relationship management systems, implementing marketing automation techniques, streamlining sales processes, and integrating e-commerce data to drive growth and efficiency. In this role, the individual will own the strategy, roadmap, and business outcomes for Salesforce CRM and marketing automation capabilities, bridging marketing, sales, and operations, ensuring data integrity, campaign effectiveness, and accurate reporting for decision-making. This role serves as the primary business owner of the customer journey, sales enablement workflows, and performance reporting, partnering closely with Sales, Marketing, IT, and external implementation partners to ensure scalable, secure, and effective solutions.

Primary Responsibilities:

CRM Strategy and Customer Journey Management:

• Partner with both B2B and B2C Sales leadership to define and document the customer journey within the CRM, and the resulting cadences at each step through lead conversion, retention, and expansion.
• Build and maintain the business definitions and standards for standardized lifecycle stages, lead statuses, opportunity stages, and qualification criteria.
• Create a repeatable, documented sales and marketing cadence aligned to key journey milestones (e.g., inquiry, MQL, SQL, proposal, close, reorder) and translate these requirements into prioritized system enhancements in partnership with IT and external implementation teams.
• Ensure CRM usage is consistent across B2B and B2C teams through clear rules, workflows, and governance, driving adoption and continuous improvement in partnership with IT and external vendors.

Marketing Automation:

• Design and execute the strategy and use cases for automated campaigns for lead nurturing, new product launches, and seasonal promotions across owned digital touchpoints (email, SMS, etc.)
• In partnership with the agency, define the requirements and build segmentation and lead scoring models
• Ensure campaigns are properly tracked, attributed, and connected to CRM data, with accountability for measurement frameworks and performance insights.
• Support personalization and loyalty initiatives using behavioral and transactional data, partnering with Marketing, IT, and external vendors to operationalize solutions.

Sales Enablement:

• Support Sales leaders in documenting sales processes for efficiency and scalability, serving as the business owner of process design and optimization.
• Implement and govern the requirements for a lead routing model for new and qualified leads, in partnership with IT and CRM implementation teams.
• Establish dashboards and reporting of sales pipeline, support funnel conversion with sales management, track customer level risk & opportunity log
• Partner with Supply Chain in onboarding new customer demand, ensuring CRM workflows and reporting support operational readiness.
• Equip Sales teams with CRM workflows, automation, and reporting that increase focus on selling, while driving adoption, training, and continuous improvement.

E-Commerce Integration:

• Partner with e-Commerce agency to drive continued buyer engagement with the brand, serving as the business owner for CRM and eCommerce alignment.
• Oversee requirements definition and prioritization for integration between e-commerce platforms (Shopify, Amazon Seller Central, other Retailer platforms) and CRM in close partnership with IT and external integration teams.
• Automate the business logic and journey requirements for post-purchase workflows (thank-you emails, upsell/cross-sell campaigns, abandoned cart reminders).
• Develop dashboard requirements for e-commerce KPIs (conversion rate, AOV, repeat purchase rate, ensuring insights are actionable for Sales and Marketing leadership.
• Ensure accurate attribution of e-commerce revenue to marketing campaigns, with governance over data quality and reporting standards.

Cross-Functional Collaboration:

• Build and define requirements for dashboards and reports that provide visibility into pipeline health, campaign performance, and revenue impact, ensuring insights support commercial decision-making.
• Align marketing and sales teams for consistent messaging on outbound communication, and appropriate lead handoff for funnel conversion, serving as the primary business owner of alignment and process clarity.
• Manage external vendors or consultants as needed for system enhancements or integrations
• Work with IT for system integrations and data security compliance, ensuring alignment with enterprise standards while maintaining focus on commercial outcomes.

Supervisory/Management Responsibilities:

• N/A

Requirements:

• Bachelor’s degree and 5 years of experience in omni-channel marketing or sales enablement, preferably within the food & beverage industry or a related manufacturer of good
• Hands‑on experience with Salesforce and marketing automation tools, with emphasis on business ownership, requirements definition, and partnering with technical teams.
• Proven ability to design and operationalize customer journeys and lead lifecycle frameworks, including governance, adoption, and performance measurement.
• Strong analytical skills with experience in dashboarding, reporting, and performance optimization, including defining KPIs and translating insights into action.
• Excellent cross‑functional communication and stakeholder management skills, with experience partnering with IT and external vendors.
• Demonstrated success managing integrated marketing campaigns that drive measurable outcomes.
• Strong project management and organizational skills; comfortable juggling multiple priorities and managing roadmaps or backlogs across stakeholders.
• Excellent written and verbal communication skills; ability to simplify complex topics for technical and non-technical audiences.

Physical Demands:

• Ability to sit, stand, and walk for extended periods throughout the day
• Frequent use of computer systems and office equipment
• Occasional travel to warehouse, vendors, or distribution centers, which may require navigating uneven surfaces or warehouse environments.

Our Values:

• We embrace our legacy and build for the future
• We take pride in all we do
• We make decisions and commit
• It’s a privilege to serve each other, our customers, and the community
• We are a team that plays to win

Competencies:

• Execution Excellence: Drives projects to completion with discipline and urgency.
• Cross-Functional Leadership: Influences without authority and aligns diverse stakeholders.
• Problem Solving: Maintains focus and structure in ambiguous or high-pressure situations.
• Accountability: Owns outcomes and follows through on commitments.
• Forward Thinking: The ability to anticipate the implications and consequences of a situation and take appropriate action to be prepared for possible contingencies.
• Action Orientation: Maintaining a sense of urgency to complete a task. Seeks information rather than waiting for it.
• Communication: The ability to give and gather information and actively manage the communication process by asking questions, conveying complex information in plain language, listening and considering others’ views, state own views clearly and concisely, and address conflict in a professional and productive manner.

Benefits for this role include: Medical, vision, dental, discretionary bonus up to 18% (50% personal performance based & 50% company performance), 401(k) with matching up to a max of 4% and 120 hours PTO in the 1st 12 months.