CRM Manager

Reports To: Director of Sales & Engagement

Position Type: Full Time

Salary Range: Depends on geographical location

LA Range: $110,000-$130,000 &
Dallas Range - $85,000-$117,000 plus a 10% annual bonus

The CRM Manager will own Mendocino Farms’ CRM and lifecycle marketing strategy, serving as both the strategic lead and hands‑on operator of guest engagement across owned digital channels. Reporting to the Director of Sales & Engagement, this role sits within the Sales & Marketing team and plays a critical role in driving traffic, frequency, and retention.

As a core driver of our digital guest strategy, this role ensures CRM programs are cohesive, on‑brand, and aligned with business priorities. The CRM Manager will build foundational lifecycle programs that convert first‑time guests into loyal fans, while also leading the evaluation, development, and future management of Mendocino Farms’ loyalty strategy.

This is a builder role. The CRM Manager will establish frameworks, execute campaigns in Hub Spot, and bring structure to how we engage guests across the full lifecycle. This role will operate as a team of one initially, requiring equal parts strategy, execution, and operational rigor, with the opportunity to scale the function over time.

CRM Strategy & Lifecycle Ownership

• Own the end‑to‑end CRM and lifecycle roadmap, including a future‑state loyalty strategy, to drive guest acquisition, frequency, retention, and lifetime value.
• Translate brand, menu, and business priorities into effective CRM and loyalty‑driven programs.
• Ensure a consistent, high‑quality brand experience across owned digital guest touchpoints (email, CRM, app, digital messaging).

Campaign Planning, Launches & Execution

• Lead planning and execution of CRM programs in support of menu launches, brand moments, promotions, and activations.
• Partner with Brand & Creative to develop thoughtful digital briefs for CRM and lifecycle touchpoints that align with campaign storytelling and visual direction.
• Manage CRM assets from brief through launch; ensure alignment with the broader marketing channel calendar.
• Own always‑on lifecycle programs that run in parallel with major campaign moments throughout the year.

Hub Spot Platform & CRM Operations

• Serve as the internal owner and subject‑matter expert for Hub Spot.
• Build and maintain workflows, lists, properties, dashboards, and scalable system architecture.
• Ensure clean data practices, thoughtful tagging, and reusable templates as the program grows.

Performance, Testing & Insights

• Own CRM reporting and performance analysis; translate results into insights and recommendations.
• Lead A/B testing across messaging, offers, creative, timing, and segmentation.
• Analyze campaign and lifecycle performance to identify opportunities to improve engagement, traffic, and conversion.

Cross‑Functional Partnership & Brand Stewardship

• Act as a connective tissue across Sales & Marketing, Brand, Creative, Operations, Technology, and Guest Relations.
• Ensure CRM and loyalty touchpoints are represented in campaign planning, NSO initiatives, and regional priorities.
• Bring structure and clarity to how CRM and digital channels support broader brand and business goals.

Experience

• 5–8+ years of CRM, lifecycle, retention, or loyalty marketing experience, ideally within restaurant, retail, hospitality, or consumer brands.
• Hands‑on experience owning CRM programs end‑to‑end, from strategy through execution.
• Proven experience using Hub Spot, including workflows, automations, segments, and reporting.
• Experience operating in high‑growth or evolving environments where systems are still being built.

Skills & Mindset

• Strategic thinker with a strong bias toward action and execution.
• Comfortable operating as a team of one (for the time‑being); equally confident setting direction and doing the work.
• Data‑driven, organized, and detail‑oriented with strong project management skills.
• Collaborative, adaptable, and confident influencing cross‑functionally.
• Builder mentality with high ownership, curiosity, and managerial courage.
• Works well in a high‑growth environment

Physical Requirements:

• Must be able to lift 20‑30 pounds
• Sitting…