Manager, CRM Marketing

Company Overview

Brother is a leading provider of home and office equipment, sewing and crafting products, and industrial solutions. With a legacy spanning over 115 years, our brand is renowned for producing award-winning printers, sewing machines, P‑touch labelers, and more. Brother International Corporation (BIC) was established in 1954, marking over 70 years of operations in the United States. Our Americas headquarters is located in Bridgewater, New Jersey.

BIC is a wholly owned subsidiary of Brother Industries Limited (BIL), which was founded in 1908 in Nagoya, Japan, and operates in more than 30 countries worldwide. Brother’s Americas presence includes subsidiaries in Canada, Mexico, Brazil, Argentina, Chile, and Peru.

Brother has consistently been recognized as a best place to work, reflecting our commitment to fostering a workplace culture aligned with our core values of being inclusive, collaborative, customer‑centric, and socially responsible. We value work‑life balance and flexibility, and as a result have introduced policies such as our hybrid office schedule, casual dress code, and flexible Fridays, which allow us to wrap up meetings for dedicated focus time or to start our weekends sooner, year‑round.

Our commitment to employee growth and development is demonstrated through our offerings of facilitated courses and certificate programs and our investment in resources that enable self‑paced learning.

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.

• 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

• 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

• 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…