CRM, Email & SMS Marketing Manager

Overview

The CRM, Email & SMS Marketing Manager plays a critical role in driving customer engagement, retention, and lifetime value through the planning, execution, and optimization of Godiva’s Ecommerce life-cycle marketing program. This role blends strategy, creativity, copy-writing and analytics to deliver best-in-class communication experiences across email and SMS, ensuring every touchpoint reflects brand storytelling while achieving measurable business outcomes.

Reporting to the Director of eCommerce, this role partners closely with Brand, Creative, Analytics, and Paid Media teams to deliver personalized, data-driven marketing initiatives that balance content and commerce, campaigns and journeys, and brand storytelling with performance KPIs.

• Campaign Planning & Execution

• Own and maintain the email and SMS campaign calendar, ensuring alignment with brand priorities, merchandising strategies, and business goals.
• Manage the briefing process and coordinate with creative partners for asset delivery, QA, and timely deployment of campaigns.
• Create and schedule all marketing and triggered sends using Godiva’s ESP and SMS platforms.
• Partner with the eCommerce and Merchandising teams to align channel communications with launches, promotions, and editorial moments.
• Support brand storytelling that supports Godiva’s premium luxury positioning, emphasizing craftsmanship, quality, ingredients and experience.
• Manage execution of campaigns from start to finish, including campaign strategy, creative briefs, copywriting, segmentation, QA, deployment, and post-send reporting.
• Develop copy for SMS and email content, subject lines, preview text, CTAs, etc.

• Life-cycle Marketing & Strategy

• Own the end-to-end CRM, email, and SMS marketing strategy, from acquisition through post-purchase retention and reactivation.
• Build and optimize automated lifecycle journeys (e.g., Welcome Series, Abandoned Cart/Browse, Post-Purchase, Loyalty, Winback, Milestones).
• Develop robust A/B testing programs to drive continuous improvement in engagement, conversion, and revenue performance.
• Partner with internal teams to ensure segmentation and personalization strategies align with broader CRM goals and customer insights.
• Collaborate with cross-functional partners to create campaigns that balance brand storytelling with commerce-driving CTAs.

• Analytics, Insights & Optimization

• Track and analyze key channel KPIs including open rates, CTR, CVR, unsubscribe rates, and revenue per send.
• Conduct post-campaign analysis and share insights to inform future strategy and creative decisions.
• Partner with Analytics team to deliver weekly and monthly reporting, highlighting performance trends and opportunities for growth.
• Lead testing and optimization across creative, send times, segmentation, and offer structures to maximize engagement and ROI.
• Monitor industry trends and competitive benchmarks to inform strategy and maintain best-in-class practices.

• Work closely with Brand, Creative, and eCommerce teams to ensure consistent messaging across channels.
• Partner with Analytics and Paid Media to align CRM segmentation with cross-channel targeting and audience management.
• Own the day-to-day relationship with our Email and SMS providers. Coordinate with external vendors and agencies to ensure flawless campaign execution and reporting accuracy.
• Contribute to broader CRM initiatives, including data hygiene, loyalty integration, and personalization roadmaps.

• Own the channel’s forecasting, budgeting, and monthly accruals.
• Ensure that monthly budget targets are met and channel ROAS is in line with goals.
• Create purchase orders and ensure processed invoices are on track.

• 5–7 years of experience in CRM, Email, or SMS marketing for Ecommerce company (CPG, luxury or retail preferred).
• Hands-on experience with marketing automation platforms (Klaviyo, Listrak, Epsilon, Responsys, Attentive or similar).
• Excellent writing and copy editing skills
• Resilience in managing urgent, high-priority projects.
• Proven success in lifecycle marketing and automated journey…