CRM and Loyalty Manager

Goodwill is one of the leading non-profit brands in the world and one of the largest non-profits in Southern California. We are a rapidly evolving organization and yet we have never been more focused on our Mission, on our people, and on our future.

It’s always a GOOD day in SoCal!

The CRM & Loyalty Manager is responsible for leading the strategy, implementation, and ongoing management of Goodwill Southern California’s Customer Relationship Management (CRM) and Loyalty Program. This role will play a critical part in launching Goodwill SoCal’s first fully integrated CRM and loyalty ecosystem—connecting retail shoppers, donors, e-commerce customers, and program participants into a unified engagement platform.

This position blends data strategy, marketing automation, loyalty program execution, and mission-driven storytelling to drive customer growth, increase retail revenue, deepen donor relationships, and strengthen Goodwill SoCal’s community impact.

• Lead the end-to-end implementation of Goodwill SoCal’s CRM platform in partnership with internal teams and external system integrators.
• Develop and manage the strategy for Goodwill SoCal’s loyalty program, including acquisition, engagement, rewards, and lifecycle marketing.
• Define customer segmentation strategies across key audiences: retail shoppers, donors, e-commerce customers, job program participants, and community supporters.
• Establish data governance and customer data standards to ensure accuracy, privacy, and compliance.

• Build and execute CRM-driven campaigns across email, SMS, and digital channels to drive store traffic, conversion, and retention.
• Create automated customer journeys including welcome flows, win-back campaigns, donor stewardship, and loyalty milestones.
• Partner with Brand, Retail, Digital, and E-Commerce teams to ensure CRM is embedded across all campaigns.

• Own CRM and loyalty program reporting, KPIs, and insights (e.g., active customers, repeat rate, lifetime value, redemption, churn).
• Translate customer data into actionable marketing strategies that improve revenue and engagement.
• Test, optimize, and continuously improve campaigns using A/B testing and performance insights.

• Serve as the primary CRM & loyalty liaison between Marketing, IT, Retail Operations, E-Commerce, Workforce Development, and Finance.
• Partner with POS, eBay, and digital platform teams to ensure seamless data integration and customer experience.
• Collaborate with Compliance and Legal to ensure all communications follow privacy and data regulations.

• Manage relationships with CRM platform providers, loyalty vendors, and marketing automation partners.
• Oversee platform configuration, enhancements, troubleshooting, and roadmap development.
• Own CRM-related budgets, contracts, and ongoing optimization planning.

• Growth in loyalty membership and active CRM subscribers.
• Increase in repeat retail shoppers and donor retention.
• Lift in campaign conversion and e-commerce engagement.
• Improved customer lifetime value and store traffic.
• Successful on-time delivery of CRM & loyalty program launch.

• Bachelor’s degree in Marketing, Business, Data Analytics, or related field.
• 5+ years of experience in CRM, loyalty, lifecycle marketing, or marketing automation.
• Hands-on experience with CRM platforms (Salesforce, Merkle, Hub Spot, or similar).
• Proven success launching or managing a loyalty program in retail or multi-location environments.
• Strong analytical skills with the ability to interpret customer data and campaign performance.
• Experience working cross-functionally with IT, Retail Operations, and Digital teams.
• Experience in nonprofit, mission-driven, or cause-based organizations preferred.
• Experience with POS, e-commerce, and donor management system integrations preferred.
• Knowledge of data privacy regulations (CAN-SPAM, CCPA, GDPR fundamentals) preferred.
• Familiarity with marketing automation, segmentation logic, and customer journey mapping…