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The Senior Manager of Marketing Automation & Customer Lifecycle will lead the strategic development and execution of customer relationship initiatives across the full lifecycle - from acquisition to retention and loyalty. This role is pivotal in defining the strategy for marketing communication through driving personalized engagement, optimizing Salesforce Marketing Cloud, and aligning lifecycle marketing with business goals.
** This position is virtual/remote which means the work can be completed from anywhere is the United States except Hawaii or United States Territories.
**** RESPONSIBILITIES
* * This role will ensure we deliver personalized communication to all our customers through the most appropriate channel depending on their specific stage in the customer journey. This role will oversee the email channel and help guide our SMS contact plan.
* Instill high velocity, insight-driven testing and optimization to accelerate lifecycle performance.
* Help identify and develop data driven triggers and personalized communication at all stages of the customer journey.
* Partner with the Brand & Creative team to enhance lifecycle marketing creative, copy and content.
* Maintain platform and lead data hygiene and best practices; develop standard processes and operational efficiencies for campaign execution.
* Lead and inspire a team.### Strategy & Planning
* Develop and lead the email communication and lifecycle marketing strategy to drive customer retention, loyalty, and lifetime value.
* Define segmentation strategies and customer journeys across acquisition, onboarding, engagement, and reactivation.
* Collaborate with cross-functional teams (Brands, IT, Digital Product, Sales, Creative, etc.) to align lifecycle marketing efforts with broader business objectives.### Platform & Data Management
* Oversee CRM platforms (e.g., Salesforce Marketing Cloud) and ensure seamless integration with other systems (Data Cloud, Sales Cloud, Snowflake, etc.)
* Ensure data integrity, compliance (e.g., GDPR), and effective use of analytics for decision-making.
* Monitor KPIs such as retention rates, conversion, and engagement metrics, and report insights to senior leadership.### Campaign Execution
* Lead team in both day-to-day campaign execution and in developing automated journeys.
* Assist in developing multi-channel lifecycle campaigns including email, SMS, push, and in-app messaging.
* Implement A/B testing to optimize messaging and timing.
* Drive personalization and automation strategies to enhance customer experience.
** SUPERVISION**:
* Manage and mentor a team of CRM marketers and technical specialists (4 to 5 direct reports).
** RELATIONSHIPS**
* ** Internal:
** This role will interact with stakeholders in IT, Brands Marketing, Creative, and others.
* ** External:
** This role will interact with external vendors, including Salesforce.
** WORK ENVIRONMENT**
* ** Remote**:
This role is fully remote, and the associate is expected to perform assigned responsibilities from a home-based environment.
** MINIMUM QUALIFICATIONS
*** Must have 7 years of CRM or lifecycle marketing experience, with 3 years in a leadership role.
* Proficiency in CRM tools (Salesforce Marketing Cloud, Salesforce Sales Cloud) and data tools (Salesforce Data Cloud and Snowflake)
* Familiarity with agentic marketing and tools (i.e., Agent Force)
* Strong understanding of customer segmentation, journey mapping, and campaign optimization.
* Experience leading customer journey strategy development.
* Excellent communication, leadership, and project management skills.
* Foster a culture of innovation, collaboration, and continuous improvement.
* Up to 10% overnight travel may be required.
** EDUCATION
* ** Bachelor’s in Marketing, Business, or related field.
** CERTIFICATIONS/TRAINING
*** Salesforce Marketing Cloud certification
** LICENSES
* ** N/A
** PREFERRED QUALIFICATIONS
*** Master’s degree in Marketing
* Experience in B2B or food service/hospitality industries.
* Familiarity with Adobe Experience Manager (AEM) and content personalization strategies.
* Prior collaboration with Experience Design and Martech…
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