CRM Marketing Manager

We are seeking a highly analytical, customer-focused, and results-driven CRM Manager to lead our customer relationship management initiatives across email, SMS, loyalty, and emerging retention channels. This role is vital in driving customer engagement, repeat purchases, and lifetime value through personalized customer experiences and data-driven marketing initiatives. The CRM Manager will play a critical role in executing retention strategies, managing campaign calendars and optimizing automated customer journeys. Working closely with internal cross-functional partners and external agency support, the CRM Manager will help identify opportunities for optimization, execute retention initiatives, and ensure CRM programs contribute meaningfully to revenue growth and customer loyalty. Key Responsibilities CRM & Lifecycle Marketing Execute and optimize lifecycle marketing programs focused on increasing customer retention, repeat purchase rate, and customer lifetime value. Manage customer journeys across key lifecycle stages, including welcome, post-purchase, win-back, VIP, loyalty, and retention programs. Execute audience segmentation using RFM analysis, customer behavior, and purchase history to deliver personalized communications. Support the execution and optimization of loyalty and retention programs in partnership with internal teams and external agency partners. Campaign Development & Execution Own the day-to-day planning, execution, QA, and deployment of email and SMS campaigns, including creative briefing, audience selection, and platform setup. Manage the CRM calendar, working with integrated marketing lead to ensure calendar aligns to merchandising priorities, promotional events, and business objectives. Build, test, schedule, and optimize campaigns and automated lifecycle flows within CRM platforms. Partner with creative and go-to-market teams to develop compelling customer-facing content that supports campaign goals. Ensure all campaigns are executed accurately, on time, and consistent with the brand. Build and manage audience segments based on customer behavior, purchase history, engagement, and lifecycle stage. Optimize personalization and targeting efforts to improve conversion, retention, and customer experience. Collaborate with analytics and CRM agency to identify customer insights and opportunities for targeted communications. Support testing initiatives to improve segmentation effectiveness, message relevance, and campaign performance. Data Analysis & Optimization Monitor and analyze key CRM performance metrics including revenue, click-through rate, conversion rate, repeat purchase rate, retention rate, unsubscribe rate, and customer lifetime value. Create regular performance reports and provide actionable recommendations to improve campaign effectiveness. Execute A/B testing across subject lines, creative, offers, audience segments, and send times. Analyze customer behavior and campaign performance to identify optimization opportunities. Maintain dashboards and reporting frameworks that provide visibility into CRM performance and business impact. Cross-Functional Collaboration Partner closely with store, merchandising, creative, e-commerce, and marketing teams to support product launches, campaigns, and seasonal initiatives. Collaborate with acquisition marketing teams to create seamless customer experiences across the lifecycle. Support CRM integration across the store, website, loyalty, and customer experience touchpoints. Platform & Agency Management Serve as the primary day-to-day contact for CRM agency and platform partners. Coordinate campaign workflows, creative briefing, testing, QA, deployment, and reporting processes. Maintain CRM platform best practices, audience management, data hygiene, and compliance standards. Partner with agency and internal stakeholders to implement improvements to CRM processes, automation, and operational efficiency. Qualifications 3-5 years of experience in CRM, email marketing, lifecycle marketing, retention marketing, or a related role within an e-commerce or direct-to-consumer business. Hands-on experience with Klaviyo and Attentive, including campaign deployment, automation management, segmentation, and reporting. Strong understanding of customer lifecycle marketing, audience segmentation, email and SMS best practices, and marketing automation. Experience analyzing campaign performance to identify opportunities for optimization. Proficiency in reporting and interpreting key CRM metrics Strong project management and organizational skills with the ability to manage multiple campaigns and deadlines simultaneously. Detail-oriented with experience performing campaign QA, testing, and troubleshooting. #J-18808-Ljbffr