Job Type
Full-time
Description
THE OPPORTUNITYWe're looking for a
Senior Manager, CRM & Automation - Trade to lead the strategy, evolution and execution of CRM and lifecycle marketing for TTC Tour Brands' trade partners, using data, automation and personalization to strengthen advisor onboarding, engagement, training, retention and sales performance.
As the senior CRM leader for Trade, this role acts as a strategic partner and functional leader: translating commercial objectives into effective CRM solutions, leading and developing the CRM & Email team, and partnering across Sales, Marketing, Data, Technology and DTC CRM & Retention to continually improve the advisor experience. The role is primarily focused on strategic leadership, team development and cross-functional partnership, while maintaining the technical credibility and hands-on knowledge needed to effectively guide the work and support the team when exceptional business needs require it.
Beyond technical CRM expertise, we're looking for a leader who can bring people along with them. Seeking a leader who can combine
CRM expertise with collaboration and commercial thinking, knowing when to challenge, when to listen and how to turn both into better outcomes.
WHAT YOU'LL DOCRM Strategy & Transformation- Shape and lead the evolution of Trade CRM, translating commercial objectives into a clear CRM roadmap and lifecycle strategy across advisor onboarding, activation, training, engagement, conversion, retention and re-engagement.
- Identify opportunities to use automation, segmentation, personalization, behavioral data and emerging CRM capabilities to improve advisor engagement, sales enablement and commercial performance.
Lifecycle, Automation & Performance- Lead the development and continuous optimization of lifecycle programs within Salesforce Marketing Cloud, including multi-stage journeys, automated workflows, segmentation, triggers, dynamic content and personalized communications.
- Establish a strong test-and-learn and measurement approach, defining meaningful KPIs and partnering with Data & Insights to measure CRM effectiveness, commercial contribution and opportunities for optimization.
People Leadership & Capability- Lead, coach and develop the CRM & Email team, providing clear direction and priorities while strengthening technical capability, strategic thinking, project management and commercial understanding.
- Build a collaborative, high-performing culture of ownership, accountability and continuous learning, while balancing business priorities, team capacity and quality of delivery.
Cross-Functional Leadership & Influence- Partner closely with Sales, Trade Marketing, Partner Marketing, Training, Brand, Product, Data & Insights and Technology to connect CRM strategy and activity to broader business priorities.
- Act as a trusted CRM advisor, communicating recommendations and trade-offs clearly, influencing across different audiences and constructively challenging assumptions when needed to achieve the best business outcomes.
CRM Community & Technology Partnership- Build strong partnerships with DTC CRM & Retention and Technology teams, sharing expertise, solving common CRM challenges and identifying opportunities to strengthen CRM capabilities across TTC.
- Coordinate effectively across shared Salesforce Marketing Cloud, data and technology resources, helping identify dependencies and priorities while maintaining clear ownership of Trade CRM strategy and delivery.
Governance & Operational Excellence- Maintain strong standards across data quality, consent management, privacy and email compliance, including GDPR and CAN-SPAM, while ensuring communications are accurate, on-brand and high quality.
- Establish effective CRM workflows, documentation, quality assurance and performance reporting while proactively managing priorities, risks, dependencies, capacity and technical roadblocks.
WHAT SUCCESS LOOKS LIKESuccess in this role is demonstrated through a combination of CRM transformation, commercial outcomes, team capability and cross-functional leadership:
- CRM Transformation & Innovation: Deliver a clear Trade CRM roadmap and expand automated, personalized and lifecycle-based advisor journeys.
- Commercial & Engagement Performance: Drive measurable improvements in engagement, conversion and sales through effective testing, reporting and optimization.
- Strategic Partnership: Establish CRM as a trusted strategic partner that understands commercial objectives and delivers practical, well-supported solutions.
- Team Performance & Development: Build a high-performing CRM & Email team focused on quality, accountability, collaboration and continued growth.
- Cross-Functional Influence: Build understanding and alignment around key CRM recommendations and decisions across stakeholder groups.
- Operational Excellence: Deliver BAU and strategic initiatives with strong quality, governance and prioritization while proactively managing capacity and dependencies.
- Enterprise CRM Partnership: Build productive partnerships with DTC CRM & Retention and Technology to strengthen knowledge sharing, problem-solving and coordination.
Requirements
WHAT YOU'LL BRINGTechnical Expertise- Strong hands-on knowledge of Salesforce Marketing Cloud, including journey building, automation workflows, audience segmentation, email execution and personalization.
- Strong understanding of lifecycle marketing, behavioral and transactional triggers, dynamic content, testing and optimization.
- Experience working with CRM data, audience segmentation and marketing technology integrations, combined with strong CRM performance analytics and reporting capabilities.
- Understanding of email governance, consent management and relevant privacy and marketing regulations, including GDPR and CAN-SPAM.
Essential Experience- Significant progressive experience in CRM, lifecycle marketing or marketing automation, ideally within a B2B or B2B2C environment.
- Proven experience developing CRM strategy and translating commercial objectives into lifecycle journeys, automation and measurable CRM programs.
- Demonstrated people leadership experience, including coaching, performance management, prioritization and development of team members.
- Strong technical understanding of CRM and marketing automation, with enough hands-on experience to credibly lead and coach practitioners, challenge solutions and provide occasional execution support when needed.
- Strong cross-functional leadership and stakeholder-management skills, with the ability to influence without direct authority and communicate confidently with both technical and non-technical audiences.
- A track record of using data and performance insights to develop recommendations, test approaches and improve engagement or commercial outcomes.
- Strong project-management capability, with experience balancing day-to-day delivery, strategic initiatives, competing priorities and resource constraints.
Nice to Have- Experience leading CRM transformation, lifecycle redesign, personalization or automation programs, particularly within a complex or multi-brand organization.
- Experience within travel, hospitality, retail, e-commerce or another customer- or partner-led industry.
- Experience using CRM to support B2B partner onboarding, education/training, engagement or sales enablement.
- Experience working across multiple CRM teams that share technology platforms, data capabilities or technical resources.
- Experience managing agencies, contractors or specialist partners and/or working with globally distributed stakeholders and audiences.
- Knowledge of APIs, custom connectors, HTML or AMPscript is an advantage.
TRAVEL & LOCATION- Minimal travel for occasional team meetings and conferences.
- Hybrid in Costa Mesa, CA
Salary Description
$110,000 - $120,000
