Senior CRM Marketing Manager

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Requisition ID: 21775

Remote Work Available: Yes

Title: Senior CRM Marketing Manager
Department: Marketing Reports to: Director, CRM & Loyalty Marketing, Digital Marketing
Location: Remote (eastcoast) in FL, PA, GA, OH, CT, WV, MD preferred

(Strategy, Scale & Ownership Lead)

Primary role: Own the CRM strategy, customer experience vision, operational framework, and long-term scalability across lifecycle, loyalty, acquisition, automation, CDP-enabled personalization, and AI-enhanced marketing. This role sets the vision for hyper-personalized customer journeys at scale, builds the roadmap, and ensures CRM becomes a fun, future-forward growth engine that customers actually feel.

Core Responsibilities

CRM Strategy & Direction

• Define and own the overall CRM strategy across lifecycle, personalization, loyalty, retention, acquisition, automation, and customer experience.
• Establish strategic guardrails for segmentation, testing, cadence, and channel mix.
• Identify optimization opportunities at scale (new use cases, automation, advanced targeting).
• Own customer journey mapping, journey planning, and journey execution across acquisition, onboarding, engagement, loyalty, winback, reactivation, and retention moments.
• Build and own the CRM roadmap, ensuring lifecycle initiatives, CDP capabilities, automations, testing plans, AI enhancements, and personalization use cases ladder up to a clear long-term vision.
• Champion hyper-personalization at scale by turning customer data, behavioral signals, lifecycle triggers, and AI-powered decisioning into relevant, timely, and genuinely delightful customer experiences.

Team Leadership & Oversight

Manage, develop, and set clear priorities for the Senior Digital Marketing Specialists, ensuring the team has the skills, context, tools, and accountability needed to deliver consistently.

• Coach team members on prioritization, decision-making, operational tradeoffs, platform ownership, and cross-functional leadership.
• Define clear ownership across roles, create strong execution standards, and ensure work can scale without constant escalation.
• Build a team culture focused on continuous learning, proactive problem-solving, documentation, and shared knowledge across channels and platforms.

Operational Excellence at Scale

• Ensure CRM operations are scalable, repeatable, and resilient across all markets.
• Own the day-to-day health and long-term evolution of CRM platforms, including administration standards, access, integrations, releases, feature adoption, documentation, and platform governance.
• Own high-level process design , governance, QA, monitoring, incident response, and documentation standards.
• Oversee risk management related to launches, outages, compliance, platform dependencies, and ecosystem changes.
• Manage CRM platform, agency, and technology vendors by defining scopes, timelines, deliverables, service levels, QA expectations, documentation, budgets, and accountability.
• Set a high bar for vendor partnership: vendors should accelerate execution and expertise, not become the sole source of truth for strategy, platform knowledge, testing, validation, or day-to-day decision-making.

Offer Decisioning & Personalization

• Own the offer decisioning strategy and operating model, including eligibility, suppression, prioritization, arbitration, contact rules, testing, measurement, and governance.
• Partner with loyalty, analytics, technology, merchandising, ecommerce, and operations to ensure offers are accurate, relevant, financially responsible, and executable across channels.
• Translate customer signals, lifecycle stage, affinity, behavior, and business rules into scalable next-best-action and next-best-offer experiences.

Channel, Device & Ecosystem Leadership

• Maintain current expertise in email, SMS/MMS, mobile push, in-app, web, app, paid-media audiences, and emerging CRM channels, including evolving best practices in omnichannel integration, AI, privacy, and security.
• Monitor and prepare for ecosystem changes—including iOS and Android upgrades, device-level privacy controls, deliverability requirements, consent expectations, attribution changes, app capabilities, and platform policy updates—and translate them into clear business and technical actions.
• Evaluate and responsibly adopt new capabilities in automation, predictive analytics, AI-assisted orchestration, and agentic workflows within defined governance and measurement guardrails.
  

Enterprise Data & Pipeline Readiness

• Proactively identify and assess relevant customer, transaction, behavioral, digital, retail, loyalty, service, and operational data available across the company.
• Partner with data, analytics, engineering, technology, product, ecommerce, retail, compliance, and business owners to define source-of-truth requirements and make usable data available to CRM systems.
• Ensure data pipelines provide a clean, complete, timely, validated, and well-documented entry into CRM, CDP, decisioning, reporting, and activation platforms, with monitoring and clear ownership for quality issues.
• Establish data-quality standards for identity resolution, consent, customer attributes, event definitions, taxonomy, suppression logic, deduplication, latency, reconciliation, and downstream usability.
• Create an escalation and remediation process for data gaps, broken feeds, schema changes, unexpected volume shifts, and platform discrepancies before they affect customers or reporting.

Performance Management & Insights

• Set expectations for KPIs, reporting frameworks, and insights across CRM.
• Translate performance trends into strategic recommendations for leadership.
• Ensure testing frameworks align with broader business goals—not just channel metrics.

Cross-Functional & Executive Alignment

• Act as the primary CRM stakeholder for leadership, technology, analytics, creative, brand, acquisition, operations, retail, vendors, agencies, platform partners, and external partners.
• Align CRM priorities with:
  • Brand strategy
  • Loyalty initiatives
  • Personalization roadmaps
• Represent CRM in roadmap planning, resourcing discussions, acquisition planning, customer experience visioning, and GTM initiatives to ensure cross-functional teams are building toward the same customer-first future.
• Partner cross-functionally to manage CRM vendor inputs, translate business needs into clear requirements, hold partners accountable to outcomes, and ensure internal teams retain ownership of strategy, customer experience, and decision-making.

Create and manage cross-functional workflows and recurring meeting cadences to track progress, surface findings, resolve risks and dependencies, document decisions, and clearly report strategic recommendations and outcomes to leadership and key stakeholders.

Market Expansion & Innovation

• Own CRM readiness and strategy for new markets and major launches .
• Lead adoption of new capabilities, including platform features, AI enhancements, journey orchestration, predictive audiences, automation, and personalization at scale.
• Balance innovation with operational discipline.
• Manage acquisition-focused CRM initiatives that bring new customers into the ecosystem and connect first-touch experiences to long-term lifecycle value.

Success looks like:

• CRM strategy is clear, scalable, and aligned to business goals
• Teams execute confidently without constant escalation
• Operational issues are anticipated, not reactive
• CRM performance improves consistently across markets
• Leadership trusts CRM as a growth-driving channel
• Vendors are managed with clear expectations, strong accountability, and healthy partnership boundaries

Cross-Functional & Executive Alignment

• Act as the primary CRM stakeholder for leadership, technology, analytics, creative, brand, acquisition, operations, retail, vendors, agencies, platform partners, and external partners.
• Align CRM priorities with:
  • Brand strategy
  • Loyalty initiatives
  • Personalization roadmaps
• Represent CRM in roadmap planning, resourcing discussions, acquisition planning, customer experience visioning, and GTM initiatives to ensure cross-functional teams are building toward the same customer-first future.
• Partner cross-functionally to manage CRM vendor inputs, translate business needs into clear requirements, hold partners accountable to outcomes, and ensure internal teams retain ownership of strategy, customer experience, and decision-making.

Create and manage cross-functional workflows and recurring meeting cadences to track progress, surface findings, resolve risks and dependencies, document decisions, and clearly report strategic recommendations and outcomes to leadership and key stakeholders.

Market Expansion & Innovation

• Own CRM readiness and strategy for new markets and major launches .
• Lead adoption of new capabilities, including platform features, AI enhancements, journey orchestration, predictive audiences, automation, and personalization at scale.
• Balance innovation with operational discipline.
• Manage acquisition-focused CRM initiatives that bring new customers into the ecosystem and connect first-touch experiences to long-term lifecycle value.

Success looks like:

• CRM strategy is clear, scalable, and aligned to business goals
• Teams execute confidently without constant escalation
• Operational issues are anticipated, not reactive
• CRM performance improves consistently across markets
• Leadership trusts CRM as a growth-driving channel
• Vendors are managed with clear expectations, strong accountability, and healthy partnership boundaries

Please apply directly through our official careers site or authorized recruitment channels. Using third-party application services may create issues with your applicant profile and lead to processing delays.

Salary will be commensurate with experience. A comprehensive benefits package including paid time off is offered with this position.

Trulieve provides equal employment opportunities to all employees and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, pregnancy or any other characteristic protected by federal, state or local laws.