Senior Manager, CRM

We are seeking an experienced Senior Manager, CRM to lead our Direct-to-Consumer (DTC) CRM strategy. This role is pivotal in driving customer engagement, retention, and growth through effective segmentation, journey development, loyalty program management, and lifecycle marketing integration. The ideal candidate will have a deep understanding of CRM systems (specifically Salesforce), excellent analytical skills, and a passion for enhancing customer experiences.

Responsibilities:

• Design and implement a comprehensive CRM strategy tailored for DTC channels.
• Own the end-to-end management of segmentation, customer journey creation, and lifecycle marketing campaigns.
• Lead and manage the company’s loyalty program within Salesforce.
• Analyze performance metrics to refine and enhance program engagement and ROI.
• Develop and maintain robust customer segmentation strategies to target specific consumer profiles effectively.
• Build personalized customer journeys to enhance engagement and conversion across various touchpoints.
• Establish clear reporting frameworks to measure CRM and loyalty program success.
• Provide actionable insights based on data analysis to inform marketing strategies and improve customer retention.
• Collaborate with lifecycle marketing teams to align CRM strategies with broader marketing initiatives.
• Support lifecycle campaigns by leveraging CRM tools and customer insights to optimize performance.
• Train DTC staff on CRM tools, processes, and best practices, ensuring seamless integration into daily operations.
• Promote and facilitate the adoption of CRM strategies across the frontline staff to ensure consistent customer experience delivery.

Qualifications:

• Bachelor’s degree in Marketing, Business, Data Analytics, or a related field.
• 3-5 years of experience in CRM management, particularly in a DTC environment.
• Hands-on experience with Salesforce (Marketing Cloud, CRM, or equivalent platforms).
• Proven track record in segmentation, journey development, and loyalty program management.
• Strong analytical and data interpretation skills.
• Excellent project management and organizational abilities.
• Outstanding communication and training skills for cross-functional team alignment.
• Experience in lifecycle marketing strategy and coordination.
• Familiarity with retail or e-commerce sectors.
• Salesforce certification is a plus.