Senior Manager, CRM Personalization

Primary Purpose

We are seeking a highly motivated and experienced Senior Manager, CRM Personalization to join our Lifecycle Marketing team that will focus on our personalization efforts. This role will be responsible for developing and executing personalized experiences that drive customer engagement, retention, and growth. The ideal candidate will have a deep understanding of creating personalization strategies, customer behavior, data analytics, and best practices in email & digital marketing.

This is a hybrid position requiring 3 days a week onsite at our headquarters in Newton, MA.

• Strategy Development: Design and execute comprehensive, personalized email marketing strategies that align with business goals, enhancing customer journeys and maximizing ROI.
• Campaign Management: Oversee the planning, execution, and analysis of Bright Horizons personalized email campaigns and site experiences, including welcome series, cart abandonment, re-engagement, and lifecycle campaigns.
• Data Analysis: Utilize analytics to monitor campaign performance, analyze customer behavior, and identify opportunities for optimization. Create reports and dashboards to communicate results to stakeholders.
• Cross-Functional Collaboration: Work closely with marketing, analytics, product, and operation teams to ensure alignment on messaging, audience targeting, and overall marketing objectives.
• Segmentation, Personalization & Testing: Develop advanced segmentation strategies and personalization to enhance engagement and drive conversions. Implement A/B testing methodologies to optimize & refine campaign content, subject lines, and send times for optimal performance.
• Team Leadership: Mentor and manage a team of email marketing specialists, providing guidance on best practices, professional development, and performance management.
• Compliance & Best Practices: Stay up-to-date with industry trends and best practices in email marketing & personalization. Ensure compliance with email marketing regulations, including GDPR and CAN-SPAM compliance.

• Bachelor’s degree in Marketing, Business, or a related field
• 5-7 years of experience managing email marketing campaigns with a focus on consumer strategy
• 1-2 years of experience managing direct reports

• Master’s degree
• Proven track record of managing successful email marketing programs, test & learn agendas, and driving measurable results
• Strong analytical skills with proficiency in Salesforce Marketing Cloud and Qlik (or related program); experience in Microsoft Dynamics a plus.
• Excellent project management skills, with the ability to manage multiple projects and deadlines.
• Strong understanding of email marketing best practices, deliverability, and data privacy regulations.
• Exceptional communication and interpersonal skills, with the ability to collaborate effectively across departments.

At this time, Bright Horizons will not sponsor an applicant for employment authorization/visa for this position.

The annual salary for this position is between $110,000-$123,000. The pay range listed here is what Bright Horizons in good faith anticipates offering for this job opening. Actual compensation offers within this range will depend on a variety of factors including experience, education and training, certifications, geography, and other relevant business or organizational factors.

• Medical, dental, and vision insurance
• Paid vacation, sick, holiday, and parental bonding leave
• 401(k) retirement plan
• Long-term and short-term disability insurance
• Life insurance
• Money-saving discounts and financial planning tools
• Tuition assistance and education coaching
• Caregiving support and resources for the children and adults in your family
• Learn more at

Bright Horizons provides equal opportunity in all aspects of employment and does not discriminate against any individual on the basis of race, color, religion, sex, age, disability, sexual orientation, veteran status, national origin, genetic information, or any other characteristic protected under federal, state, or local law. Bright Horizons complies with the laws and regulations described in the following federal government resources:
Know Your Rights, Family and Medical Leave Act (FMLA) and Employee Polygraph Protection Act (EPPA).