Manager- CRM and Customer Marketing

Position Summary

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.

Essential Duties and Responsibilities

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

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

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

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

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

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

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

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

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

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

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

-Establish clear goals and success metrics for all campaigns.

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

Position Qualifications

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

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

-Hands-on experience with marketing automation platforms strongly preferred

-Experience building and leveraging Salesforce CRM capabilities strongly preferred

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

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

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

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

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

-Excellent communication, collaboration, and presentation skills.

-Strong organizational and project management capabilities.

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

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

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

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

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

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

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