Manager, CRM Marketing

Role Overview:

The Manager, CRM Marketing owns the strategic direction and roadmap for CRM (Customer Relationship Management) and lifecycle marketing initiatives, leading a team of CRM marketing specialists to deliver timely, relevant, and personalized customer communications that drive engagement, retention, and revenue. 

 

This position is accountable for defining how CRM supports customer acquisition, engagement, and long-term value, leveraging Salesforce Marketing Cloud as the primary activation platform. The Manager partners closely with cross-functional stakeholders across business units, product, analytics, design, and development to ensure CRM programs align with broader business objectives. 

Duties & Responsibilities:

CRM Marketing, Execution, and Leadership

• • Define and evolve CRM and lifecycle marketing strategy in partnership with senior leadership to support customer acquisition, engagement, retention, and reactivation goals
  • Own the CRM roadmap, balancing short-term performance needs with long-term capability and scalability
  • Lead and guide the team in the design, prioritization, and optimization of promotional, lifecycle, behavioral, triggered, and transactional CRM programs across B2B and B2C channels
  • Translate customer data and campaign performance into actionable insights and strategic recommendations
  • Establish and document CRM operating models, best practices, and governance, ensuring consistency, efficiency, and scalability across programs
  • Ensure all CRM initiatives comply with applicable legal, regulatory, and data privacy requirements

Campaign Enablement and Platform Oversight

• • Provide strategic oversight of CRM campaign execution, ensuring quality, consistency, and alignment with defined lifecycle strategies
  • Guide audience and segmentation strategies, including cadence, sequencing, personalization, and dynamic content frameworks
  • Serve as a Salesforce Marketing Cloud subject-matter leader, influencing journey architecture, data usage, and platform best practices
  • Partner with Technology and Data teams on platform integrations, data readiness, and activation use cases
  • Ensure measurement frameworks, tagging, and tracking are implemented to support meaningful performance analysis

Measurement, Insights, and Optimization

• • ​Define CRM success metrics and KPI frameworks aligned to business outcomes (e.g., engagement, retention, conversion, revenue)
  • ​Lead testing and optimization strategies grounded in clear hypotheses and customer insights.
  • ​Review and interpret CRM and web analytics to inform strategic decisions and future investment
  • ​Communicate performance trends, insights, and recommendations to marketing and business stakeholders
  • ​Develop and maintain CRM documentation and strategic roadmaps to support continuous improvement​

Experience & Qualifications:

Education

• • Bachelor's Degree (or equivalent experience) in Marketing, Business, Communications, or related field

Experience

• • 7 + years experience in in CRM, lifecycle, or customer marketing within complex, cross-functional organizations
  • 4+ years experience leading CRM programs leveraging marketing automation platforms (Salesforce Marketing Cloud preferred); Demonstrated experience owning CRM strategy, roadmaps, and performance frameworks, not solely execution
  • 1 + year experience direct management experience

Software/Technical Skill

• • Knowledge of working in an email service provider platform, working with email, managing campaigns, content, and designs
  • Knowledge of responsive design and automation emails, including good HTML and testing/validation skills
  • Knowledge of troubleshooting cross-browser/mobile compatibility issues
  • Microsoft Office (Outlook, Word, PowerPoint, Excel)
  • Knowledge of e-campaign best practices which include HTML responsive coding, formatting, tracking, A/B testing, and reporting
  • Understanding of the nature of API’s and data integrations between platforms
  • Knowledge of HTML email rendering bugs and workarounds
  • Ability to drive projects from concept through implementation with a proven track record of success

Other Skills

• • Attention to detail with the ability to execute projects from beginning to end with minimal supervision
  • Excellent written and verbal communication skills, including executive-level storytelling
  • Analytical mindset with the ability to translate data into insights and recommendations
  • Ability to create presentations and present to diverse audiences
  • Strong strategic thinking and ability to connect CRM initiatives to business outcomes
  • Proven ability to influence cross-functional stakeholders and senior leaders

Additional Details for This Role:

• The targeted base salary range for this position is $105,000 - $125,000 year.
• Base salary is determined by the education, experience, knowledge, skills, and abilities of the successful candidate, as well as factors such as internal equity, cost of labor in the hiring location, and alignment with market data.

Additional Compensation

• • This position is eligible for a 15%bonus at 100% of target, with the opportunity to achieve above 100% dependent on company performance and in alignment with company bonus plans.
  • Bonus awards are discretionary and contingent upon individual performance as well as Brother achieving its corporate objectives, in accordance with the applicable bonus plan in effect.