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Core Competencies
Role fitCore Competencies
Use this summary to align your resume positioning with the role.
Demonstrates expertise in CRM strategy, customer journey mapping, and lifecycle management, with a strong focus on personalization, automation, and data-driven decision-making. Proven ability to lead cross-functional teams and manage CRM platforms while ensuring data quality and governance.
Highest-signal resume keywords
CRM Strategy OwnershipCustomer Journey MappingLifecycle ManagementData Quality StandardsCross-Functional Leadership
ATS Keywords
Tailor your resumeApplicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard Skills
SegmentationTestingAdvanced TargetingOffer DecisioningKPI EstablishmentPredictive AnalyticsAutomationPersonalizationGovernanceRisk Management
Soft Skills
Team DevelopmentStakeholder AlignmentCommunicationProblem-SolvingCollaboration
Tools & Technologies
CRM PlatformsEmail MarketingSMS/MMSMobile PushIn-App MessagingWeb ApplicationsPaid MediaData PipelinesAI EnhancementsAnalytics Tools
Industry Keywords
Customer ExperienceLoyalty ProgramsRetention StrategiesAcquisition StrategiesMarket ExpansionEcommercePrivacy ComplianceData GovernanceBehavioral SignalsLifecycle Triggers
About the role
Key responsibilities & impact- Own the overall CRM strategy across lifecycle, personalization, loyalty, retention, acquisition, automation, and customer experience
- Define strategic guardrails for segmentation, testing, cadence, and channel mix
- Own customer journey mapping, planning, and execution across acquisition, onboarding, engagement, loyalty, winback, reactivation, and retention
- Build and own the CRM roadmap, including lifecycle initiatives, CDP capabilities, automations, testing plans, AI enhancements, and personalization use cases
- Lead hyper-personalized customer experiences using customer data, behavioral signals, lifecycle triggers, and AI-powered decisioning
- Manage, develop, coach, and prioritize work for Senior Digital Marketing Specialists
- Ensure CRM operations are scalable, repeatable, resilient, and governed across markets
- Own CRM platform health, administration standards, access, integrations, releases, feature adoption, documentation, and governance
- Design and oversee processes for governance, QA, monitoring, incident response, documentation, and risk management
- Manage CRM platform, agency, and technology vendors
- Own offer decisioning strategy and operating model
- Partner with loyalty, analytics, technology, merchandising, ecommerce, and operations on accurate and financially responsible offers
- Lead CRM channels and ecosystem strategy across email, SMS/MMS, mobile push, in-app, web, app, paid-media audiences, and emerging channels
- Monitor ecosystem changes and translate privacy, security, deliverability, consent, attribution, device, and platform changes into business and technical actions
- Evaluate and adopt automation, predictive analytics, AI-assisted orchestration, and agentic workflows
- Identify relevant enterprise customer, transaction, behavioral, digital, retail, loyalty, service, and operational data
- Partner with data, analytics, engineering, technology, product, ecommerce, retail, compliance, and business owners to ensure CRM data readiness
- Establish data-quality standards and escalation/remediation processes
- Set CRM KPI, reporting, testing, and insights expectations
- Translate performance trends into strategic recommendations for leadership
- Serve as the primary CRM stakeholder for leadership and cross-functional teams
- Represent CRM in roadmap planning, resourcing, acquisition planning, customer experience visioning, and go-to-market initiatives
- Create cross-functional workflows and meeting cadences to track progress, resolve risks, document decisions, and report recommendations
- Own CRM readiness and strategy for new markets and major launches
- Lead adoption of platform features, AI enhancements, journey orchestration, predictive audiences, automation, and personalization
- Manage acquisition-focused CRM initiatives connecting first-touch experiences to long-term lifecycle value
Requirements
What you’ll need- Senior-level CRM marketing experience implied by the Senior CRM Marketing Manager role
- Experience owning CRM strategy across lifecycle, personalization, loyalty, retention, acquisition, automation, and customer experience
- Experience with customer journey mapping, planning, and execution
- Experience with segmentation, testing, cadence, channel mix, and advanced targeting
- Experience managing and developing marketing specialists
- Experience administering and governing CRM platforms, including access, integrations, releases, documentation, and feature adoption
- Experience with process design, governance, QA, monitoring, incident response, and risk management
- Experience managing CRM platforms, agencies, technology vendors, scopes, timelines, deliverables, service levels, budgets, and accountability
- Knowledge of offer decisioning, eligibility, suppression, prioritization, arbitration, contact rules, testing, measurement, and governance
- Expertise in email, SMS/MMS, mobile push, in-app, web, app, paid-media audiences, and emerging CRM channels
- Knowledge of AI, privacy, security, deliverability, consent, attribution, and platform policy changes
- Experience partnering with data, analytics, engineering, technology, product, ecommerce, retail, compliance, and business owners
- Knowledge of data quality, identity resolution, consent, event definitions, taxonomy, suppression logic, deduplication, latency, reconciliation, and data pipelines
- Experience establishing KPIs, reporting frameworks, testing frameworks, and strategic insights
- Experience leading cross-functional and executive stakeholder alignment
- Experience with market expansion, major launches, AI enhancements, journey orchestration, predictive audiences, automation, and personalization at scale
- Location preference: remote on the East Coast in FL, PA, GA, OH, CT, WV, or MD
Benefits
Comp & perks- A comprehensive benefits package including paid time off
- Remote work available for eligible locations