CRM & Loyalty Manager

We are looking for a data-driven and strategic CRM Manager to lead Email, SMS, and loyalty program marketing for the U.S and Canada market. In this role, you will own the end-to-end lifecycle marketing roadmap by designing and executing CRM programs that connect customer touchpoints to increase Customer Lifetime Value (LTV), drive repeat revenue, and build long-term loyalty. Reporting to the Head of E-Commerce and working closely with the global CRM team at HQ, you will translate global CRM frameworks into locally relevant customer journeys while managing day-to-day campaign execution across Email, SMS, and loyalty channels. This role sits at the intersection of customer data, lifecycle marketing, and retention experience design. Key Responsibilities Develop and execute a comprehensive CRM strategy (Email, SMS, and loyalty) aimed at increasing retention, LTV, and repeat purchase rates, aligned with global CRM frameworks from HQ. Translate global CRM initiatives into locally relevant U.S& Canada customer journeys that reflect market-specific consumer behavior and expectations. Audit and optimize existing automated flows (Welcome Series, Abandoned Cart, Browse Abandonment, Win-Backs, Post-Purchase) and build new, complex journeys based on customer behavior. Map out the full retention journey (from discovery to repeat purchase) to identify friction points and opportunities for cross-selling and up-selling. Collaborate closely with the Growth and E-Commerce Merchandising teams on retention and subscription campaigns. Plan and execute CRM campaigns that connect multiple customer touchpoints, including email, SMS, retail/offline experiences, campaign activations, and brand launches or seasonal initiatives. Manage the end-to-end production of the Email and SMS calendar, ensuring a cohesive narrative and consistent customer communication throughout. Oversee the deployment of all campaigns within Salesforce Marketing Cloud, Klaviyo, and Attentive, ensuring precise segmentation, optimal timing, and high deliverability. Utilize project management tools to manage timelines, coordinating with Creative and Copy teams to ensure assets are delivered on time and on brand. Maintain consistent retention-focused communication across the entire customer journey, from discovery to repeat purchase. Leverage Salesforce Marketing Cloud, Klaviyo, Attentive, and other platform data to build deep customer segments (e.g., VIPs, Churn Risks, High-Value Prospects, New Customers). Develop lifecycle programs that move customers through key stages: acquisition, first purchase, conversion, repeat purchase, and high-value customer development. Implement personalization strategies to deliver the right message to the right customer at the right time, including product discovery campaigns and cross-sell programs. Identify and develop customer communication channels to strengthen the brand's direct relationship with customers in the U.S& Canada market. Explore and expand into SMS marketing, messaging platforms, community-driven engagement, and other emerging CRM channels. Grow the brand's direct-to-customer communication ecosystem and develop a brand-focused loyalty program that drives long-term customer engagement and advocacy. Manage relationships with external email marketing agencies and vendors responsible for campaign production and execution. Own campaign briefing, creative and content review, campaign scheduling, and execution quality control. Ensure all CRM campaigns are delivered with high quality, brand consistency, and alignment with both local and global standards. Monitor and report on core KPIs on a weekly and monthly basis: Open Rate, CTR, Conversion Rate, Revenue per Recipient, List Growth, and Unsubscribe Rate. Lead an extensive A/B testing roadmap (subject lines, send times, content, creative, offers) to continuously improve performance. Analyze CRM performance and customer behavior patterns to evaluate channel effectiveness and inform strategy. Share insights and performance reports with the Head of E-Commerce and HQ CRM team to inform both local strategy and global CRM development. Qualifications 2-4 years of experience in CRM, lifecycle marketing, or retention marketing. Strong hands-on experience with Salesforce Marketing Cloud or comparable marketing automation platforms for email and SMS campaign management. Demonstrated ability to develop and execute lifecycle marketing strategies that drive measurable retention and revenue outcomes. Experience managing external marketing agencies or vendors, including campaign briefing, coordination, and quality control. Strong analytical mindset with the ability to interpret CRM performance data and translate insights into actionable strategies. Experience integrating CRM data across systems and platforms. Track record of developing and launching new CRM channels (SMS, messaging platforms, community engagement). Experience working within a global organization and collaborating with HQ or international teams. Interest in building omnichannel customer experiences that bridge online and offline touchpoints. #J-18808-Ljbffr Gentle Monster