Senior Manager, CRM — New York City Metropolitan Area

About the Role

Dt2JkyF7WH is looking for a Senior Manager, CRM to join our Marketing team and own how we talk to our customers across email, SMS/RCS, push and other lifecycle channels. This person will lead the strategy and day-to-day execution of our CRM program, turning new customers into loyal, long-term members through timely and personalized communication. We're looking for a hands-on Braze expert who runs CRM as a testing discipline and understands the data behind every message.

The Senior Manager, CRM will be accountable for customer engagement, conversion and retention metrics driven by CRM, and for the quality of the customer experience those communications create. They will report into Marketing leadership and work closely with the Creative & Content team, Performance Marketing, Product, Data Science, and Operations (culinary, delivery) and Customer Care.

Responsibilities

• Develop and lead the CRM strategy and roadmap across the full customer lifecycle: onboarding, activation, retention, reactivation and win-back.

• Own our lifecycle, triggered, promotional and ad hoc communications in email, SMS and other notifications, including new feature announcements, campaigns, and account-based emails.

• Partner with Data Science and Product to build segmentation and personalization that makes each message more relevant to the individual customer's preferences, behavior and order history.

• Run a rigorous testing program (subject lines, content, offers, timing, flows), and turn the learnings into decisions and documented best practices.

• Work with Creative & Content to deliver on-brand, customer-first messaging and design, and with Operations and Customer Care to align communications on delivery, shipping and service moments.

• Act as the customer advocate in cross-functional work with Digital, Product and Operations teams.

• Manage, coach and develop a team of CRM marketers, and direct freelance or agency partners as needed.

• Own deliverability, list health and compliance (CAN-SPAM, TCPA, CCPA) across email and SMS.

• Track and report on CRM performance and retention/loyalty KPIs, including engagement, conversion, retention and revenue impact, and share insights with leadership.

• Own the data that powers CRM: partner with Data Science and Engineering on the pipelines that feed Braze (events, attributes, catalogs) and on getting engagement data back into the warehouse for reporting.

• Be our in-house Braze expert: own Canvas architecture, and continuously evaluate and improve our CRM tooling, automation workflows and team processes.

Qualifications

• 6-10 years of experience in CRM, lifecycle, service, account management, sales or email marketing

• A track record of growing engagement, retention and revenue through lifecycle programs, at direct-to-consumer (DTC) brands, ideally subscription or recurring-revenue businesses.

• Extensive hands-on experience with Braze (required), including Canvas Flow, segmentation, Liquid personalization, Connected Content and Currents.

• Strong analytical skills and a results orientation: deep experience designing and analyzing experiments (A/B, multivariate, holdout and incrementality tests), and comfortable with attribution and customer data. Looker, and SQL is strongly preferred.

• Experience with the data pipelines that feed a CRM platform: event and attribute schemas, warehouse-to-Braze syncs, and exporting engagement data back out for analysis.

• Strong project management and cross-functional collaboration skills.

Nice to Have

• Excellent written communication and a good eye for customer-centric copy, design and brand voice.

• Experience building segmentation and personalization strategies with data and product teams.

• Experience at a startup or a high growth company is a plus, especially within the food and e-commerce space