Senior Manager, CRM Marketing – Lifecycle & SMS; Hybrid

Senior Manager, CRM Marketing – Lifecycle & SMS (Hybrid)

The Vitamin Shoppe invites applications for a Senior Manager, CRM Marketing – Lifecycle & SMS role. This hybrid position focuses on strategy, development, and optimization of lifecycle, behavioral, and SMS programs across the company's CRM ecosystem.

The Senior Manager drives retention, engagement, and customer lifetime value by orchestrating cross‑channel automation and personalization strategies. SMS is a key growth channel, and the role expands opportunities for personalization and lifecycle communication across email and other channels.

• Own and lead all SMS programs from strategy through execution — including promotional, triggered, and automated campaigns via Attentive.
• Work with the Director of CRM to execute a roadmap while operating within channel budgets.
• Lead the strategy, development, and optimization of all lifecycle and behavioral email journeys across Responsys and Insider, covering acquisition, onboarding, replenishment, churn mitigation, and reactivation programs.
• Partner with the Sr. Manager, CRM Marketing – Email to ensure alignment and synergy across triggered, behavioral, and promotional messaging.
• Collaborate with Loyalty and Analytics to define behavioral triggers, interpret insights, and translate findings into actionable marketing strategies.
• Serve as the primary liaison for key CRM partners (Attentive, Insider, Movable Ink, Responsys) and lead roadmap discussions and innovation initiatives.
• Develop annual lifecycle and SMS channel roadmaps, testing strategies, and personalization enhancements to increase retention and repeat purchase rates.
• Oversee campaign reporting, interpret performance trends, and present insights to inform business strategy and drive ROI.
• Partner with IT and Data teams to maintain trigger accuracy, ensure data flow reliability, and enhance automation capabilities.
• Provide mentorship and tactical support to CRM specialists, fostering knowledge‑sharing and operational excellence.
• Contribute to reporting and reviews summarizing CRM performance, insights, and next‑step opportunities for senior stakeholders.
• Handle day‑to‑day communications with technology partners (Attentive).
• Assist with campaign and journey set up in CRM systems as needed.
• Assist with creative ticketing and approval as needed.

• Retention and reactivation rate improvements.
• SMS engagement metrics (CTR, CVR, opt‑in rate).
• Journey performance (incremental revenue, RPE, open‑to‑convert).
• Customer lifetime value (CLV) growth.
• Cross‑channel orchestration and efficiency gains.

• Bachelor’s degree in a related field (MBA preferred).
• 6–10 years of CRM, lifecycle, or retention marketing experience with proven success across multi‑channel programs.
• Hands‑on expertise with CRM Systems, with Attentive preferred.
• Strong understanding of segmentation, data strategy, and campaign analytics.
• Experience managing vendor partnerships and influencing cross‑functional teams.
• Excellent project management and communication skills with executive presence.
• Strategic thinker capable of executing, testing, and optimizing complex automation journeys.
• Familiarity with loyalty marketing, predictive modeling, and retention KPIs preferred.

Estimated salary range: $100,000 – $115,000 per year.

Mid‑Senior level

Full‑time

Other

Retail

Secaucus, NJ

The Vitamin Shoppe is an equal opportunity employer. We respect diversity and accordingly are an equal opportunity employer that does not discriminate on the basis of race, color, creed, religion, national origin, ancestry, citizenship status, age, sex, gender, gender identity or expression (including transgender status), sexual orientation, marital status, veteran status, physical or mental disability, genetic information, or any other characteristic protected by applicable federal, state, or local laws.

Our management is dedicated to ensuring the fulfillment of this policy with respect to hiring, placement, promotion, transfer, demotion, layoff, separation, recruitment, pay and other…