Manager- CRM and Customer Marketing

Position Summary

The Manager of CRM Customer Marketing is responsible for leading the planning, development, and execution of customer-focused marketing initiatives that strengthen engagement, enhance satisfaction, and drive long-term value. This role plans and executes customer database development, segmentation strategy, direct marketing programs, and cross-channel campaign execution to support growth across all products and services.

• Lead the development, optimization, and governance of the customer database to support targeted marketing and relationship management efforts.
• Build and leverage CRM system capabilities to accomplish key data insight and marketing execution activities
• Automate repetitive marketing tasks such as list management, reporting, campaign QA, and data hygiene
• Develop and support the implementation of marketing automation opportunities including lifecycle programs, scoring models, and routing rules
• Support the development, management, measurement, and reporting of customer purchase leads
• Develop the proposed annual customer marketing plan and initiative calendar across all product and service lines.
• Facilitate internal communication and alignment of customer marketing plans across cross-functional teams.
• Engage in the creation of communication strategies, messaging frameworks, and digital/creative assets to support direct marketing campaigns.
• Support customer segmentation strategies and assign customer groups to associated account managers
• Create and manage strategies to enhance customer satisfaction and retention, including satisfaction follow-up programs, warranty penetration initiatives, subscription renewals, and lifecycle communications.
• Ensure campaigns are integrated with the company website, paid media efforts (including SEM), and relevant third-party platforms to maximize reach and effectiveness
• Establish clear goals and success metrics for all campaigns.
• Analyze and report performance results at the product, customer segment, and campaign levels, providing insights and recommendations for continuous improvement.

• Bachelor’s degree in marketing, Business Administration, Communications, or a related field is required.
• Minimum of 6 years of progressive experience in customer marketing, CRM strategy, direct marketing, or related disciplines.
• Hands-on experience with marketing automation platforms strongly preferred
• Experience building and leveraging Salesforce CRM capabilities strongly preferred
• Experience in industries with complex customer life cycles (e.g., manufacturing, technology, subscription-based services).
• Strong expertise in customer segmentation, lifecycle marketing, and database-driven marketing strategies.
• Demonstrated success in building and managing multi-channel direct marketing campaigns.
• Hands-on experience with CRM systems, marketing automation platforms, and customer analytics tools.
• Analytical mindset with the ability to translate data into actionable insights.
• Excellent communication, collaboration, and presentation skills.
• Strong organizational and project management capabilities.
• Proficiency with advanced analytics or BI tools (e.g., Power BI, Tableau, SQL).
• Experience managing marketing technology ecosystems, including CRM integration and data hygiene practices.
• Background in developing customer loyalty, retention, or rewards programs.
• Familiarity with A/B testing, personalization engines, and customer journey optimization.
• Strong understanding of SEO/SEM and digital advertising strategies.
  
  Demonstrated ability to partner with product, sales, and customer service teams to create unified customer engagement strategies.
• Must exemplify Van Wall’s values of Courtesy, Integrity, Innovation, and Respect.

Accessibility:
If you need an accommodation as part of the employment process please contact Human Resources

Equal Opportunity Employer, including disabled and veterans.

If you want to view the Know Your Rights:
Workplace Discrimination is Illegal poster, please choose your language:
English – Spanish – Arabic - Chinese

English – Spanish – Chinese

If you want to view the Pay Transparency Policy Statement, please click the link:
English

If you want to view the Employee Rights under FMLA poster, please click the link:
English