Senior Manager, CRM Strategy & Operations

Role Overview

Good Sam is moving from scheduled campaigns to lifecycle-triggered journeys, and this role owns that scope in the Loyalty Destinations Publishing (LDP) portfolio, including Good Sam Membership, campgrounds, credit card, and other programs. You will treat acquisition and engagement as a product: planned, tested, measured, and continuously improved against revenue. The work is central to our growth agenda. It directly shapes how Good Sam acquires new members, converts complimentary members to paid, drives credit card applications, and deepens engagement with campgrounds and the membership benefits suite.

You will define how that work gets done, from audience strategy and data-driven segmentation, through multi-channel campaigns across email, direct mail, SMS, and other channels, to conversion and revenue outcomes. Enrollment and points engagement are the key drivers of success. You will partner across CRM Strategy, IT/Data Engineering, Business Analytics, and Digital Product and Creative/Brand to make it happen, and you will be equally comfortable setting strategy and driving execution.

We are looking for someone with deep experience in CRM lifecycle marketing and in acquisition or engagement programs, with a product management mindset. You should be fluent in using data and testing to define audience strategy and maximize outcomes, and have the analytical skill to diagnose issues across complex, multi-system data flows.

This role sits within Good Sam CRM Strategy, between planning and execution, and reports to the Good Sam Director of CRM. You will lead a team of two to three direct reports.

Key Responsibilities

Acquisition and Engagement Ownership

• Own the full acquisition and engagement lifecycle from audience definition through channel execution (email, direct mail, SMS, and other channels) to conversion and revenue reporting, across comp-to-paid membership conversion, net-new membership acquisition, credit card applications, and engagement with campgrounds and the Good Sam benefits suite.
• Serve as the single point of accountability for acquisition and engagement health. If conversion drops, campaigns aren’t going out, or data isn’t flowing correctly, you are the person who knows first and drives resolution.
• Be the subject matter expert for Marketing in the product portfolio for the Loyalty, Destination and Publishing portfolio of Good Sam. Have a unified lens on the customer experience across the diverse product set as it applies to customer lifecycle.
• Create and own the Acquisition and Engagement lifecycle, defining and maintaining data checkpoints, alert thresholds, escalation protocols, and operational cadences across all LDP programs, with a standing expectation of iteration as the platform and program portfolio grows. 
• Manage, coach, and develop two to three direct reports, setting priorities, quality standards, and growth plans.

Audience Strategy and Testing

• Define audience strategy using C360 data, propensity signals, behavioral signals, and suppression logic to maximize acquisition, conversion, and engagement outcomes. 
• Own a structured test roadmap (A/B, cadence variations, offer, channel mix, and audience) with documented hypotheses, readouts, and decisions that drive measurable improvement.
• Establish holdouts and incrementality measurement so revenue lift is proven, not assumed.
• Own comp-to-paid conversion paths, including audience definition, offer logic, and entry/exit criteria.

Campaign Strategy and Execution

• Define and own acquisition campaigns across email, direct mail, SMS, and other channels, including data fueled cadences, segmentation logic, optimization, and entry/exit criteria.
• Drive enrollment and points engagement programs, including earn, burn, and activation triggers across membership, campground, and benefits usage.
• Partner with CRM creative and content teams to ensure communications are customer-centric, on-brand, and optimized for conversion.
• Drive the Good Sam personalization initiative as it applies to LDP acquisition and engagement, leveraging customer data, behavioral signals, and program ownership patterns to deliver more relevant, higher-converting touchpoints.
• Coordinate direct mail execution through system-driven automated flat-file data mapping to print vendors.
• Ensure deliverability, consent, suppression, and channel compliance (ISP best practices, CAN-SPAM, TCPA for SMS, and state privacy regulations) are built into every audience and campaign.

Monitoring and Analytics

• Build and maintain an LDP Acquisition and Engagement Dashboard that tracks audience volumes, channel delivery rates, conversion, enrollment, points activity, credit card application and approval rates, cost per acquisition, and revenue per audience across all programs.
• Configure and manage automated data alerts that detect anomalies at every system handoff, from source platforms through marketing automation to vendor delivery. 
• Investigate performance variance: diagnose whether an issue is upstream (data), mid-stream (journey logic, automation config), or downstream (vendor or channel delivery), propose the solution, and drive the right team to fix it.
• Own and maintain campaign metadata taxonomy (Claravine) across acquisition and engagement campaigns, ensuring consistent tagging, lifecycle-attributed measurement, and clean campaign tracking from send through conversion.
• Partner with Business Analytics to develop and maintain attribution, lifetime value, and cost-to-acquire calculations.

Cross-Functional Coordination

• Coordinate across Data Engineering, Marketing Technology, Business Analytics, Product Marketing, Creative/Brand, credit card partners, and publishing partners to triage and resolve issues through structured project management and clear accountability.
• Serve as the acquisition and engagement subject matter expert during platform migrations: validate data equivalence, flag gaps, and ensure monitoring is rebuilt against new systems with no loss in visibility.
• Establish and enforce data contracts with upstream systems that define expected payload schemas, field completeness requirements, and delivery SLAs.
• Run a weekly Acquisition and Engagement stand-up meeting to review dashboard metrics, test results, open action items, and resolution timelines.

AI & Automation

• Leverage AI and machine learning capabilities to enhance personalization, optimize send timing, build propensity models (comp-to-paid, credit card application, enrollment), and surface insights that would be impractical to uncover through manual analysis. This goes beyond using AI for efficiency: someone who can envision and execute AI as a core capability within the customer lifecycle.

Qualifications 

• 7+ years in CRM lifecycle marketing, marketing operations, or a related field, with direct ownership and outcomes of data-driven acquisition and engagement programs across email, direct mail, and SMS.
• Hands-on experience with Salesforce Marketing Cloud (Journey Builder, Automation Studio, data views, SQL queries) or similar MAP technology.
• High level of data fluency, with the ability to independently validate upstream payload integrity and trace data issues across Snowflake/C360 feeds without waiting on a data engineer. This is a hands-on diagnostic level expectation not development expectation.
• Strong analytical skills; able to build dashboards using AI tooling.
• High level of fluency defining audience strategy using data, and designing and reading tests (A/B, holdout, incrementality) to maximize outcomes.
• Experience managing acquisition, conversion, and engagement programs, including triggered cadences, propensity-based segmentation, loyalty or points mechanics, and multi-channel coordination (email, direct mail, SMS).
• Demonstrated ability to apply AI and automation tools strategically to marketing operations and monitoring, beyond prompt-based productivity, toward solving real operational problems.
• Cross-functional collaborator who can drive outcomes across technical and non-technical teams (data engineering, product, analytics, creative) without direct authority, and who has experience managing and developing a small team.
• Product management mindset: you think in systems, data flows, and process design, not just campaign execution.
• Background in subscription or membership businesses with recurring revenue models. 
• Familiarity with personalization strategies and how customer data, behavioral signals, and predictive models improve lifecycle communications.

In addition to competitive pay, we offer Paid Time Off, 401(k), an Employee Assistance Program, Good Sam Roadside Assistance, discounts, paid parental leave (if eligibility is met), Tuition Reimbursement (if eligibility is met), and on the job training opportunities. Full-time associates are offered a comprehensive benefit package including medical, dental, vision and more! Part-time associates are offered access to dental & vision coverage! For more information please visit: www.mycampingworldbenefits.com