B2B CRM & Customer Retention Manager

About the Role

Leonlite Lighting is looking for a hands-on B2B CRM & Customer Retention Manager to strengthen relationships with our existing business customers and increase repeat purchases.

Our B2B customers-including contractors, designers, builders, retailers, property professionals, and other commercial buyers-often have ongoing lighting needs. This role will ensure that we stay connected with them through relevant, timely, and personalized communication.

You will own the day-to-day management of our existing B2B customer database, customer segmentation, lifecycle email campaigns, and personalized account follow-up. You will identify which customers need product education, reorder reminders, new product recommendations, promotional offers, VIP recognition, or direct personal outreach.

This is an individual contributor role for someone who is equally comfortable working with CRM data, creating email campaigns, and building genuine one-to-one customer relationships.

• Maintain accurate and complete B2B customer and contact records in our CRM.
• Organize customers by account type, purchase history, revenue, product preference, engagement level, reorder cycle, and growth potential.
• Create and maintain customer tiers such as new customer, repeat customer, VIP, high-potential, at-risk, inactive, and reactivated.
• Track key information including customer type, contact role, recent purchases, active projects, product interests, last contact date, and next follow-up date.
• Regularly audit customer records, remove duplicate data, and improve CRM data quality.
• Make sure customer tags and segments remain actionable and up to date.

• Plan and manage the B2B customer communication calendar.
• Build and send targeted email campaigns for new product launches, promotions, seasonal needs, product education, and company updates.
• Create automated lifecycle campaigns, including:
  • New customer onboarding
  • First-purchase follow-up
  • Product education and installation support
  • Reorder and replenishment reminders
  • Cross-sell and product recommendation campaigns
  • Inactive customer reactivation
  • VIP recognition and approved birthday or appreciation gifts
• Customize messaging and product recommendations for different customer segments.
• Test subject lines, content, offers, timing, and audience selection to improve results.
• Monitor email deliverability, unsubscribes, bounces, and customer engagement.

• Proactively contact key customers through personalized email, phone, and other approved communication channels.
• Follow up after a customer's first purchase to offer product assistance and identify future needs.
• Maintain regular contact with VIP, high-value, and high-potential accounts.
• Learn about upcoming customer projects and anticipated lighting requirements.
• Identify customers showing signs of inactivity or churn and develop appropriate re-engagement plans.
• Build relationships that make customers feel recognized, supported, and connected to our company.
• Coordinate with sales, customer service, operations, and product teams to resolve customer needs and create a consistent customer experience.

• Measure existing-customer revenue, repeat purchase rate, customer retention, reactivation, and cross-sell performance.
• Track the progression of customers from first purchase to repeat buyer and VIP status.
• Report on campaign-influenced revenue and customer engagement.
• Identify customer segments with untapped revenue potential.
• Recommend improvements to customer communication, offers, and follow-up processes.
• Maintain dashboards and provide regular updates to management.

• More first-time customers return for a second purchase.
• Existing customers purchase more frequently and across more product categories.
• VIP and high-potential accounts receive consistent, personalized attention.
• Inactive accounts are identified and reactivated.
• Customer information is complete, organized, and useful.
• Every priority account has a clear relationship status and next follow-up action.
• Email campaigns generate measurable engagement and repeat revenue.
• Customers view [Company Name] as a trusted, reliable lighting partner.

• At least 3 years of experience in B2B CRM, customer retention, account management, lifecycle marketing, customer marketing, or a related role.
• Demonstrated experience managing and growing relationships with existing B2B customers.
• Hands-on…