Manager, CRM & Email Marketing

OBJECTIVE: We are seeking a highly analytical, hands-on CRM & Email Marketing Manager to lead our Email, SMS, and customer lifecycle programs across both B2C and B2B. This role sits within the Digital Transformation & E-commerce team and requires senior-level expertise. The successful candidate will own the CRM & Emails strategy end-to-end, while leading and supervising execution within a small, growing team. This is a role for someone who wants to build, challenge, and continuously optimize a CRM program - not simply operate one.   The CRM & Email Marketing Manager is expected to make decisions based on data, performance, and return on investment, while aligning with the overall brand strategy and customer experience standards. This role will play a key part in establishing CRM foundations, defining best practices, and driving measurable business impact. We are looking for a CRM leader who optimizes for outcomes, not outputs.   Responsibilities: CRM & Lifecycle Strategy (Build from the Ground Up) Design and own the CRM and lifecycle marketing strategy Build the email strategy, using data, customer behavior, and business objectives as the foundation. Define the role of campaigns vs. triggered flows, prioritizing automation, scalability, and ROI. Own and deliver against the annual email revenue budget. Establish lifecycle KPIs, benchmarks, and success metrics.   Email & SMS Operations Leadership Manage day-to-day Email and SMS marketing operations through leadership, guidance, and oversight. Oversee and guide end-to-end campaign execution, including briefing, copy direction, setup, QA, testing, segmentation, and deployment. Provide clear direction, best practices, and performance feedback to ensure efficient and high-quality CRM execution. Ensure list hygiene, deliverability best practices, and compliance across all markets. Support subscriber growth initiatives in collaboration with Paid Media and on-site teams.   Lifecycle Workflows & Automation (Core Focus) Build, optimize, and scale triggered lifecycle workflows, including: Welcome series, cart and checkout abandonment, post-purchase journeys, win-back and re-engagement, B2B nurture and reorder journeys. Continuously challenge existing logic and optimize triggers, timing, cadence, and targeting based on performance data. Identify gaps and opportunities to improve automation coverage and impact.   Segmentation & Personalization Leverage customer data to refine segmentation and improve targeting relevance. Develop behavioral, value-based, and lifecycle-driven segments across regions. Demonstrate a strong understanding of the differences between B2B and B2C CRM strategies, adapting cadence, content, and KPIs accordingly. Ensure CRM programs remain scalable, efficient, and aligned with customer intent.   Testing, Optimization & Innovation Lead all A/B and multivariate testing initiatives across subject lines, timing, content, segmentation, and flows. Proactively bring forward new ideas, hypotheses, and optimization opportunities. Use structured testing frameworks to validate decisions rather than relying on subjective opinions.   Reporting, Analytics & ROI Track, analyze, and report on CRM performance Build dashboards and performance reporting Present insights, learnings, and clear recommendations tied to business outcomes. Ensure all CRM initiatives are evaluated through the lens of return on investment.   Required Qualifications: 4–7+ years of experience in CRM, email, or lifecycle marketing. Bachelor’s degree in ecommerce, digital business, project management, or a related field. Senior-level expertise in segmentation, automation, testing, and analytics. Strong hands-on experience with Klaviyo (campaigns, flows, segmentation, integrations). Proven ability to own and deliver against revenue or performance targets. Highly data-driven with strong business judgment. Comfortable leading execution through others while remaining deeply involved in strategy. Strong communication and stakeholder management skills. Experience managing both B2C and B2B CRM programs. Ecommerce or retail background is an asset Experience in multi-market environments. Exposure to SMS or omnichannel lifecycle programs is an asset