Senior Manager, CRM & Lifecycle Marketing

Overview

The Senior Manager, CRM & Lifecycle Marketing is responsible for executing and optimizing lifecycle marketing programs across owned channels (email, SMS, direct mail), with a focus on building and delivering scalable, data-driven customer engagement.

This role is a core operator within the Global Omnichannel model, partnering with business unit marketing teams and Omnichannel leads to translate defined journey strategies into activated, compliant, and measurable campaigns within enterprise CRM platforms.

This is a hands-on campaign execution role with high visibility, focused on building and deploying lifecycle programs within IT-managed platforms, operating within defined strategy, platform architecture, and data models.

Lifecycle Program Execution & Optimization

• Execute and optimize multi-channel lifecycle programs aligned to defined brand strategies and omnichannel priorities
• Translate approved journey designs into activated campaigns, ensuring sequencing, timing, and audience alignment
• Support the scaling of lifecycle programs across acquisition, onboarding, engagement, retention, and reactivation
• Partner with U.S. and International teams to execute lifecycle programs that are globally consistent and locally adaptable within regulatory requirements
• Continuously optimize lifecycle programs based on performance insights, business priorities, and customer behavior

CRM Campaign Activation (Within IT-Managed Frameworks)

• Execute lifecycle campaigns within Salesforce Marketing Cloud (SFMC), including audience creation, journey configuration, QA, and deployment, leveraging IT-defined data models and platform frameworks
• Apply approved segmentation and personalization logic using available first- and third-party data sources
• Build and manage campaign setup, scheduling, and execution in a timely, detail-oriented manner; troubleshoot campaign issues, driving continuous improvement in CRM capabilities
• This role operates within established platform configurations and does not own system administration, data engineering, or platform infrastructure.

Cross-Functional Platform & Data Partnership

• Partner closely with Omnichannel Operations Leads to execute against defined journey strategies and campaign sequencing
• Collaborate with Advanced Analytics and Data Strategy to apply segmentation, targeting, and personalization approaches
• Partner with IT and Data teams to ensure campaign readiness, data availability, and platform reliability
• Serve as a key liaison with external agencies and vendors supporting CRM execution

Campaign Operations, QA & Optimization

• Troubleshoot campaign-level issues (e.g., audience logic, journey behavior, delivery performance) and partner with IT on system-level root cause resolution
• Execute test-and-learn plans, including A/B and multivariate testing
• Optimize channel performance, including cadence, frequency, and engagement

Governance, Compliance & Scalable Execution

• Execute campaigns in alignment with compliance, consent, and regulatory requirements (e.g., HIPAA, GDPR, One Trust frameworks)
• Maintain campaign documentation, QA processes, and audit readiness
• Leverage and contribute to standardized templates, modular assets, and reusable lifecycle frameworks
• Ensure campaigns align with omnichannel plans and cross-channel coordination

Performance, Measurement & Enablement

• Track and report on lifecycle performance metrics (engagement, conversion, retention, deliverability)
• Partner with Advanced Analytics & Data Strategy to connect campaign performance to business outcomes
• Provide insights and recommendations to improve lifecycle execution and effectiveness

• Execute foundational lifecycle journeys (onboarding, engagement, reactivation) across priority brands
• Establish consistent, high-quality campaign execution processes within SFMC aligned to IT governance
• Implement structured testing and optimization roadmap
• Enable standardized lifecycle templates and workflows across teams
• Demonstrate measurable improvements in engagement, conversion, and retention

Required

• 5+ years in CRM, lifecycle marketing, or digital marketing in a complex or regulated…