Sr. Manager, CRM
Department: Growth
Location: Hybrid WFH & Corporate Office; New York, New York
Reports To: Sr. Director, eComm & Marketing
We are seeking a Senior Manager of CRM to lead the development and execution of our customer relationship management (CRM) strategy. In this highly visible and impactful role, you’ll oversee the implementation, optimization, and scaling of our CRM programs to drive customer engagement, retention, and revenue growth. The Sr. Manager of CRM will play a pivotal role in enhancing the customer experience across email, SMS, and loyalty channels, collaborating cross-functionally to execute a data-driven retention strategy.
What You’ll Do
CRM Strategy & Leadership
Lead the overall CRM strategy to drive revenue growth, customer retention, and loyalty.
Own the email, SMS, and loyalty marketing programs, ensuring alignment with the broader marketing and brand strategies.
Develop and implement lifecycle marketing strategies across all stages of the customer lifecycle, including onboarding, retention, win-back, and advocacy programs.
Manage a high performing Marketing Coordinator, coaching and mentoring them to bring strategies to life.
Identify emerging trends in CRM and retention marketing, recommending innovations to improve customer experience and campaign performance.
Campaign Management
Oversee the planning, execution, and optimization of all email and SMS campaigns, including triggered flows, seasonal promotions, and one-time sends.
Develop and maintain the email and SMS marketing calendar to support product launches, brand initiatives, and other key business objectives.
Partner with creative, eComm, retail and B2B teams to deliver consistent and impactful messaging across all touchpoints.
Loyalty & Referral Programs
Own and scale the loyalty program, driving repeat purchases and cultivating brand advocates.
Assess and help shape the loyalty program to provide value to customers and evolve the program into a true needle mover for Baked by Melissa.
Collaborate with the ecommerce and sales teams to grow referral programs and increase customer acquisition.
Segmentation & Personalization
Develop advanced segmentation strategies to deliver highly personalized and relevant messaging to diverse customer audiences.
Leverage customer data and insights to refine targeting, improve engagement, and drive conversions.
Continue to test and find pockets of opportunity through personalization in customer journeys for different segments.
Data Analysis & Optimization
Track, analyze, and report on campaign performance, providing actionable insights to enhance effectiveness and achieve KPIs.
Test and optimize email and SMS performance through A/B testing, subject lines, send times, creative elements, and segmentation.
Monitor key metrics such as open rates, click-through rates, conversion rates, and churn to inform strategy adjustments.
Cross-Functional Collaboration
Serve as the primary liaison between marketing, creative, eComm, and other teams to ensure seamless execution of campaigns and initiatives.
Own communications for B2B and Retail business units, understanding the business unit
Communicate insights, learnings, and results with key stakeholders to drive alignment and support decision-making.
Qualifications:
6+ years of experience in CRM, retention marketing, or email marketing, preferably in e-commerce or direct-to-consumer industries.
Proven success in scaling email and SMS programs to drive customer retention and revenue growth.
Hands-on experience with advanced marketing automation platforms (e.g., Klaviyo, Braze, Iterable, Attentive).
Strong understanding of lifecycle marketing, segmentation strategies, and triggered campaigns.
Experience being a people manager.
Working knowledge of HTML/CSS for email design and editing is a plus.
Proficiency in data analysis tools (e.g., Google Analytics, Tableau) to track performance and deliver insights.
Familiarity with CAN-SPAM regulations, deliverability, and email best practices.
Analytical mindset with a knack for turning data into actionable strategies.
A creative problem-solver who is detail-oriented and process-driven.
Passionate about customer experience and building meaningful connections with customers.
Highly collaborative and comfortable working across teams and levels.