Senior CRM Marketing Manager — United States

Client: CPG/Retail

Location: EST

Must haves: Direct report experience; NOT a developer role

A growing consumer products company is seeking a Senior CRM & Lifecycle Marketing Manager to lead the strategy and evolution of its customer marketing program. This person will own CRM strategy across the customer lifecycle, helping the organization strengthen acquisition, engagement, retention, loyalty, and personalization while building the processes and capabilities needed to scale.

This is a strategic leadership role for someone who can develop the roadmap, manage a team and external partners, and translate customer data into meaningful lifecycle experiences. NOT a developer role.

Key Responsibilities:

CRM & Lifecycle Strategy

• Lead the overall CRM and lifecycle marketing strategy across acquisition, onboarding, engagement, retention, loyalty, reactivation, and win-back.

• Develop the CRM roadmap and prioritize initiatives based on customer behavior, business goals, and growth opportunities.

• Build segmentation and targeting strategies that create more relevant customer experiences.

• Identify opportunities to expand triggered, automated, and personalized communications.

• Use customer data, behavioral insights, and lifecycle signals to improve engagement.

• Establish testing strategies across messaging, audiences, timing, offers, and customer journeys.

• Explore opportunities to incorporate AI, predictive targeting, and advanced personalization into the CRM program.

Customer Journey & Personalization

• Develop and optimize customer journeys across key stages of the lifecycle.

• Partner with internal teams to connect acquisition efforts with longer-term retention and customer value.

• Create scalable personalization strategies using CRM and customer data platforms.

• Ensure communications remain relevant and consistent across customer touchpoints.

Team Leadership

• Lead and develop CRM/digital marketing team members.

• Establish clear priorities, responsibilities, and performance expectations.

• Provide strategic guidance while empowering the team to independently manage day-to-day execution.

• Build strong processes that allow the CRM function to grow without sacrificing quality or speed.

CRM Operations & Technology

• Create scalable CRM processes, governance, documentation, and quality-control standards.

• Partner with technology and data teams on CRM platforms, integrations, customer data, and marketing automation.

• Help guide the continued development and utilization of CDP and marketing technology capabilities.

• Oversee CRM-related vendors, agencies, and technology partners.

• Ensure external partners are held accountable for timelines, deliverables, documentation, testing, and quality.

• Maintain strong internal knowledge and ownership of CRM platforms and processes.

Analytics & Optimization

• Establish KPIs and measurement frameworks for CRM and lifecycle programs.

• Analyze performance trends and turn findings into actionable recommendations.

• Build testing and optimization programs focused on broader business outcomes, not simply channel-level metrics.

• Use customer and campaign insights to identify opportunities for improved engagement, retention, and customer value.

Cross-Functional Leadership

• Serve as a senior CRM partner across marketing, brand, creative, analytics, technology, operations, acquisition, and other business functions.

• Partner with leadership on marketing priorities, customer experience initiatives, and growth opportunities.

• Translate business objectives into CRM and lifecycle marketing strategies.

• Ensure CRM initiatives stay aligned with brand, loyalty, personalization, and customer experience priorities.

Growth & Innovation

• Support CRM strategy for new products, markets, and major business initiatives.

• Evaluate new capabilities across automation, journey orchestration, predictive audiences, AI, and personalization.

• Identify opportunities to evolve the CRM program as the organization and customer base scale.

• Balance innovation with strong execution, governance, and operational discipline.

Ideal Background:

• 7+ years of senior-level experience leading CRM, lifecycle, retention, or customer marketing programs.

• Experience within CPG, consumer brands, retail, e-commerce, DTC, or other customer-focused environments.

• Strong understanding of marketing automation, CRM platforms, CDPs, segmentation, and customer journey strategy.

• Experience building sophisticated lifecycle and personalization programs.

• Comfortable working with customer data, analytics, experimentation, and performance measurement.

• Experience managing teams as well as agencies, technology vendors, or other external partners.

• Ability to operate strategically while remaining close enough to execution to understand how programs are actually being delivered.

• Experience with Salesforce Marketing Cloud and HubSpot

If this sounds like you or someone in your network, please apply now!

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Benefit offerings available for our associates include medical, dental, vision, life insurance, short-term disability, additional voluntary benefits, EAP program, commuter benefits and a 401K plan. Our benefit offerings provide employees the flexibility to choose the type of coverage that meets their individual needs. In addition, our associates may be eligible for paid leave including Paid Sick Leave or any other paid leave required by Federal, State, or local law, as well as Holiday pay where applicable.

Equal Opportunity Employer/Veterans/Disabled

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The Company will consider qualified applicants with arrest and conviction records in accordance with federal, state, and local laws and/or security clearance requirements, including, as applicable:

• The California Fair Chance Act

• Los Angeles City Fair Chance Ordinance

• Los Angeles County Fair Chance Ordinance for Employers

• San Francisco Fair Chance Ordinance