Manager- CRM and Customer Marketing

Job Description

Position Summary

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The Manager of CRM Customer Marketing is responsible for leading the planning, development, and execution of customer-focused marketing initiatives that strengthen engagement, enhance satisfaction, and drive long-term value. This role plans and executes customer database development, segmentation strategy, direct marketing programs, and cross-channel campaign execution to support growth across all products and services.

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Essential Duties and Responsibilities

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-Lead the development, optimization, and governance of the customer database to support targeted marketing and relationship management efforts.

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-Build and leverage CRM system capabilities to accomplish key data insight and marketing execution activities

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-Automate repetitive marketing tasks such as list management, reporting, campaign QA, and data hygiene

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-Develop and support the implementation of marketing automation opportunities including lifecycle programs, scoring models, and routing rules

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-Support the development, management, measurement, and reporting of customer purchase leads

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-Develop the proposed annual customer marketing plan and initiative calendar across all product and service lines.

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-Facilitate internal communication and alignment of customer marketing plans across cross-functional teams.

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-Engage in the creation of communication strategies, messaging frameworks, and digital/creative assets to support direct marketing campaigns.

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-Support customer segmentation strategies and assign customer groups to associated account managers

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-Create and manage strategies to enhance customer satisfaction and retention, including satisfaction follow-up programs, warranty penetration initiatives, subscription renewals, and lifecycle communications.

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-Ensure campaigns are integrated with the company website, paid media efforts (including SEM), and relevant third-party platforms to maximize reach and effectiveness

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-Establish clear goals and success metrics for all campaigns.

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-Analyze and report performance results at the product, customer segment, and campaign levels, providing insights and recommendations for continuous improvement.

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Position Qualifications

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-Bachelor’s degree in marketing, Business Administration, Communications, or a related field is required.

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-Minimum of 6 years of progressive experience in customer marketing, CRM strategy, direct marketing, or related disciplines.

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-Hands-on experience with marketing automation platforms strongly preferred

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-Experience building and leveraging Salesforce CRM capabilities strongly preferred

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-Experience in industries with complex customer lifecycles (e.g., manufacturing, technology, subscription-based services).

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-Strong expertise in customer segmentation, lifecycle marketing, and database-driven marketing strategies.

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-Demonstrated success in building and managing multi-channel direct marketing campaigns.

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-Hands-on experience with CRM systems, marketing automation platforms, and customer analytics tools.

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-Analytical mindset with the ability to translate data into actionable insights.

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-Excellent communication, collaboration, and presentation skills.

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-Strong organizational and project management capabilities.

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-Proficiency with advanced analytics or BI tools (e.g., Power BI, Tableau, SQL).

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-Experience managing marketing technology ecosystems, including CRM integration and data hygiene practices.

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-Background in developing customer loyalty, retention, or rewards programs.

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-Familiarity with A/B testing, personalization engines, and customer journey optimization.

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-Strong understanding of SEO/SEM and digital advertising strategies.

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-Demonstrated ability to partner with product, sales, and customer service teams to create unified customer engagement strategies.

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-Must exemplify Van Wall’s values of Courtesy, Integrity, Innovation, and Respect.