CRM Manager

Description Located in Minneapolis, Denver or Chicago metro areas Position Summary

The CRM Marketing Manager leads Independent Pet Partners' customer relationship and lifecycle marketing program across Chuck & Don's and Kriser's, with primary ownership of email and SMS strategy, planning and execution.

Working closely with the Vice President of Marketing, this role develops strategies to deepen customer relationships throughout the lifecycle-from new customer acquisition and early retention to engagement, loyalty and reactivation. The CRM Marketing Manager will use customer data, segmentation, automation, personalization and experimentation to deliver more relevant experiences and drive measurable business results.

This role serves as the organization’s CRM subject matter expert and owns the business use of our CRM platform, translating customer and business needs into scalable programs across two brands. The CRM Marketing Manager will also partner across Marketing, Analytics, Merchandising, E-commerce, Retail Operations and technology partners to connect CRM strategy with the broader customer experience.

The ideal candidate is customer-obsessed, data-driven and equally comfortable developing strategy and managing the details of execution. Success requires intellectual curiosity, strong analytical thinking, exceptional attention to detail and a passion for continually testing, learning and improving.

• Serve as IPP’s CRM platform subject matter expert, owning marketing strategy across email and SMS.
• Develop customer communication strategies across key lifecycle stages, including prospect, new customer, early retention, active, high-value, at‑risk, lapsed and reactivated customers.
• Identify opportunities to improve personalization and triggered communications using customer, transactional and behavioral data.
• Establish an experimentation roadmap and test‑and‑learn strategy across audiences, offers, messaging, creative, cadence and channel.
• Develop strategies to responsibly grow our addressable email and SMS audiences while maintaining strong engagement, consent and overall channel health.
• Bring CRM and lifecycle marketing best practices into broader marketing and customer experience planning.

• Own the CRM campaign and communication calendar, partnering with the broader Marketing team to align CRM activity with promotional, brand, merchandising and business priorities.
• Lead and partner with marketing team to develop integrated channel message strategy and planning across marketing channels such as email, SMS, social, paid media, onsite and in‑store marketing.
• Work closely with our email marketing production agency and Decision Science/Analytics partners to oversee daily execution of the CRM program, including audience selection, email builds, link tagging, A/B testing, scheduling, deployment and quality assurance.
• Maintain high standards for campaign execution, ensuring communications are accurate, timely, on‑brand and optimized for mobile experiences.
• Partner with internal and external technology resources to define CRM data and integration requirements and troubleshoot issues impacting customer communications.
• Monitor email and SMS deliverability, consent, customer preferences and channel health and partner with appropriate teams to address issues as they arise.

• Establish and monitor CRM performance metrics across engagement, conversion, retention, frequency, customer value and incremental revenue.
• Analyze campaign and lifecycle program performance to identify customer insights, opportunities and areas for optimization.
• Partner with Analytics to improve CRM measurement and understand the incremental…