Senior Manager, Database & CRM, North America

Location:

Boston, MA – Headquarters (New Balance). Pay: $ - $ - $ Annual (actual base pay varies based upon relevant experience, time in role, internal equity, geographic location, and more).

As the Senior Manager, NA Database & CRM, you will lead North America’s database marketing strategy across the US and Canada, overseeing email and SMS execution, database performance, and a team of channel specialists. You will own the development and optimization of the customer marketing databases—driving data strategy, integration, governance, and the foundation for segmentation and personalization. In partnership with Marketing, IT, Analytics, and Digital Product, this role advances the marketing technology ecosystem to support scalable growth, stronger reporting, and seamless customer experiences.

The Senior Manager also safeguards email and SMS deliverability and sender reputation. As a key leader within NA Marketing, the role connects data strategy, channel execution, and technology capabilities to drive business results, deepen customer engagement, and support long‑term brand growth.

• Serve as the North America SME for database marketing, CRM strategy, audience strategy, data architecture, and governance.
• Lead strategy and optimization of the NA customer marketing database, ensuring scalable, high‑quality data that powers personalization and measurable impact.
• Partner with IT to drive the customer database roadmap, advancing new capabilities, integrations, and long‑term marketing technology evolution.
• Own the data, analytics, and reporting infrastructure supporting lifecycle, loyalty, and brand campaigns to improve engagement, revenue, and ROI.
• Define and execute NA audience and data strategy, unifying online/offline behavior for advanced targeting, omnichannel activation, and predictive analytics.
• Shape CRM, email, and SMS strategy—including launching and scaling SMS—while maintaining strong deliverability and driving incremental revenue.
• Lead and develop a high‑performing team, driving execution across complex cross‑functional initiatives and enforcing data quality, privacy, and governance standards.

• Bachelor’s degree in Marketing, Business, Communications, or related field.
• 10+ years in database, email, or CRM marketing (SMS experience preferred).
• Expertise with enterprise ESPs, database operations, segmentation, and data governance.
• Strong command of data privacy, consent management, deliverability, and sender reputation.
• Experience leading channel roadmaps, platform integrations, vendors, and team members.
• Skilled communicator with senior leadership; proficient in Jira/Asana; proactive, accountable, and results‑driven.

New Balance offers a comprehensive benefits package including medical, dental, vision, life insurance, 401K, and non‑traditional perks such as online learning, tuition reimbursement, $100 monthly student loan support, mentorship programs, a yearly $1,000 lifestyle reimbursement, 4 weeks of vacation, 12 holidays, and generous parental leave.

Temporary associates and part‑time associates receive appropriate benefits as detailed.

North American hybrid model: 3 days in office (Tuesday‑Thursday) with “Work from Anywhere” for four weeks per calendar year.

New Balance provides equal opportunities for all current and prospective associates to ensure that employment, training, compensation, transfer, promotion and other terms, conditions and privileges of employment are provided without regard to race, color, religion, national origin, sex, sexual orientation, gender identity, age, handicap, genetic information and/or status as an Armed Forces service medal veteran, recently separated veteran, qualified disabled veteran or other protected veteran, or any other protected status.