Job Description

TEAM MEMBER WILL BE REQUIRED TO WORK FROM OUR RALEIGH, NC HQ FOUR DAYS A WEEK.

Advance Auto Parts is looking for a CRM & Personalization Manager to lead the strategy & team delivering excellent communication & relationship building journeys for our DIY (B2C) and professional (B2B) customers. This role is critical in deepening our customer relationships, increasing retention and lifetime value via high-impact, data-informed campaigns across email primarily, but also SMS and mobile push. The ideal candidate has a customer-first mindset, a deep understanding of the end-to-end journey, strategic vision for the CRM program, and is ready to bring new approaches to life through a test-and-learn mentality. Good to have attributes include an interest in DIY auto repair, a background in omnichannel retail CRM, and experience working in or closely with Agile product teams. This role will report to the Director of Customer Insights & Loyalty and will manage 2 direct reports at the time of hire.

Essential Duties and Responsibilities 

• Develop messaging frameworks and triggers across lifecycle stages to drive acquisition, engagement, conversion, and retention to be executed by CRM specialists.
• Own and refine the BAU marketing program to deliver sales results, while tactfully balancing requests from different stakeholders and execution deadlines.
• Partner with Creative, Merchandising, and Marketing teams to develop content that is visually compelling and aligned with brand guidelines. 
• Partner with marketing product team to deliver technical requirements for all campaigns, and journeys, as well as segmentation and list cleanliness.
• Partner with compliance and legal to ensure data privacy regulations (GDPR, CAN-SPAM) are followed in all campaigns. 
• Drive channel performance through A/B testing strategies and continuous experimentation with timing, subject lines, content, and segmentation logic to deliver gross sales goals for the channel.

Key Skills/Experiences Required: 

• Minimum Bachelor’s Degree required, 5-7 years of hands-on experience in email marketing, CRM, or lifecycle marketing.
• Proficiency with Salesforce Marketing Cloud required — including Journey Builder, Email Studio, and Automation Studio. 
• Passionate about delivering customer-first solutions with deep empathy for the customer’s journey.
• Excellent understanding of analytics and reporting tools (e.g., Looker, Adobe Analytics, SFMC Analytics). 
• Proven track record of building and scaling automated lifecycle programs that improve retention and LTV. 
• Detail-oriented with exceptional project management, organizational, and collaboration skills. 
• Demonstrated ability to manage direct reports with a talent growth mindset; preferably at least 2 years of leadership experience.
• Knowledge of eCommerce platforms, Google Analytics, and Excel. 
• Familiarity with loyalty program management, ecommerce metrics, and/or B2B tactics a plus.

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