CRM and Retention Specialist

The CRM & Retention Specialist is responsible for developing and executing Stanley Steemer's retention marketing program across all channels. This role encompasses direct mail, SMS, loyalty program marketing, lifecycle and journey mapping, trigger timing, and any initiative designed to drive repeat purchase, increase customer value, and reduce churn.

Lifecycle Mapping & Journey Design

• Map the full customer lifecycle end-to-end — from onboarding through repeat purchase, loyalty, lapse, and reactivation.
• Identifying gaps, opportunities, and moments where the brand experience can be improved.
• Design and maintain customer journey frameworks that give the right message, channel, and timing for each stage of the retention lifecycle.
• Identify opportunities within existing customer segments and build CRM touchpoints that drive revenue expansion and retention.
• Pinpoint engagement windows — including seasonal demand peaks, service line cycles, and holiday periods — and build proactive CRM programs around them.

Trigger Architecture & Campaign Execution

• Design, build, and maintain the CRM framework.
• Develop and execute retention marketing campaigns across email, SMS, direct mail, and loyalty channels.
• Design and execute A/B testing plans across channels, offers, subject lines, creative formats, and trigger timing.
• Work with customer data platforms (CDPs) and cross-channel marketing orchestration tools to unify audience data and enable personalization at scale.

Segmentation, Churn & Lifecycle Management

• Ensure customer segmentation strategy and targeting precision across all retention communications.
• Build and maintain audience segments based on purchase history, service frequency, geography, and behavioral data.
• Continuously refine segments based on engagement and conversion performance across channels.
• Identify at-risk customers using behavioral signals and engagement data by deploying targeted campaigns before churn occurs.
• Conduct cohort analysis to monitor how different customer segments retain over time and apply findings to improve lifecycle programs.
• Build and maintain win-back campaigns, lapsed customer reactivation programs, and service reminder sequences.
• Lead loyalty program marketing in partnership with the Performance Marketing Manager by developing member communications, reward promotions, and engagement campaigns.

Deliverability, List Hygiene & Data Privacy

• Ensure CRM database quality by overseeing opt-out processing, bounce management, and suppression lists to reduce deliverability risk across all channels.
• Monitor deliverability metrics and maintain sender reputation standards across email and SMS programs.
• Stay current on evolving data privacy regulations — including CAN-SPAM, TCPA, and emerging state-level requirements — and ensure all CRM processes remain compliant.
• Advise the broader marketing team on regulatory updates affecting list management, consumer data usage, and channel execution.
• Manage the CRM platform day-to-day, including platform configuration, integration health, and overall data integrity.

Direct Mail & Vendor Management

• Oversee direct mail program strategy including offer development, list targeting, print vendor coordination, and response tracking.
• Manage relationships with direct mail vendors and ensure print production timelines align with campaign schedules.

Reporting, Analysis & Stakeholder Communication

• Track and report on key retention metrics including open rates, click-through rates, heat map analysis, repeat purchase rate, customer lifetime value, churn rate, cohort retention, and revenue attribution.
• Provide data-driven insights to optimize audience segmentation, trigger timing, channel mix, and messaging strategies.
• Communicate performance trends, test findings, and regulatory changes to the Performance Marketing Manager and broader marketing stakeholders — with clear strategic recommendations.
• Partner with the Consumer Insights role to incorporate customer research and findings into retention messaging and channel strategy.
• Collaborate with the Creative & Content team to develop on-brand assets across all retention channels.
• 3 years of experience in CRM or Retention Marketing.