About the opportunity

The Senior Manager, CRM & Lifecycle Marketing is responsible for executing and optimizing customer lifecycle marketing programs across all brands. This role leads email marketing, SMS marketing, audience segmentation, automation programs, and customer engagement initiatives designed to increase acquisition, retention, engagement, and revenue.

This role goes beyond traditional email marketing execution and plays a key role in supporting customer engagement across CRM, email, On-Your-Behalf franchise programs, SMS, and other lifecycle marketing channels. The ideal candidate is a hands-on, data-driven marketer with a strong understanding of customer journeys, audience segmentation, marketing automation, conversion optimization, and campaign performance. This individual will help execute, optimize, and scale lifecycle marketing programs that drive engagement, retention, and revenue across multiple brands.

This position operates within a marketing shared-services structure, partnering closely with Brand's Leads, Website, Content, and Creative teams to deliver measurable business outcomes.

How you will make a difference

Lifecycle Marketing Execution

• Build, execute, and optimize lifecycle marketing programs across email, SMS, and CRM channels
• Develop customer journeys for acquisition, onboarding, engagement, retention, and reactivation
• Create and manage campaign calendars across multiple brands
• Support franchisee marketing programs and customer communications initiatives

Email Marketing & Automation

• Build and manage automated and promotional email campaigns
• Develop segmentation, personalization, and targeting strategies
• Conduct testing and optimization of subject lines, content, creative, offers, and audience strategies
• Ensure compliance, deliverability, and list health best practices

CRM Management & Customer Engagement

• Manage CRM audiences, segmentation frameworks, and lifecycle workflows
• Partner with MarTech and Analytics teams to support customer data initiatives
• Utilize behavioral and transactional data to improve personalization and customer experiences
• Support implementation and optimization of lifecycle marketing technologies and processes

Reporting & Optimization

• Track and analyze campaign performance across brands
• Develop reports and dashboards to communicate results and insights
• Make recommendations to improve engagement, retention, and conversion metrics
• Monitor industry trends and emerging best practices

Team Support & Leadership

• Mentor and train team members on CRM, lifecycle marketing, and email marketing best practices
• Support vendor management and agency relationships
• Establish operational standards, QA processes, and campaign workflows
• Serve as the day-to-day owner of lifecycle marketing execution

A strong candidate will have

• Bachelor's degree in Marketing, Advertising, Communications, Digital Marketing or equivalent
• 5+ years of experience in email marketing, CRM, or lifecycle marketing in an agency, with B2B brands, or enterprise-level brands or multi-location business models
• 5-8+ years in CRM, lifecycle marketing, email marketing, or marketing automation
• Hands-on experience with marketing automation platforms (e.g., HubSpot, Salesforce, Klaviyo, etc.)
• Strong understanding of segmentation, personalization, and customer journey mapping
• Experience building automated lifecycle campaigns that drive measurable revenue
• Familiarity with CRM integrations, APIs, and data architecture
• Analytical mindset with ability to interpret data and translate into action
• Excellent interpersonal, communication, and problem-solving skills
• Ability to listen and respond to people in a calm, thoughtful, and professional manner
• Strong hands-on experience with HubSpot, Salesforce, Klaviyo, Marketo, or similar platforms
• Strong analytical, organizational, and project management skills
• Experience in franchise, multi-location, B2B, or enterprise marketing environments preferred

We believe that everyone is capable of great things. Because of this, we encourage you to apply even if you do not have 100% of the qualifications listed above.