CRM and Lifecycle Manager

The CRM & Lifecycle Manager leads the execution and optimization of customer communications across email, MMS, push notifications, loyalty, and lifecycle marketing programs. This role is responsible for audience segmentation, campaign deployment, tracking, reporting, and performance analysis to drive customer engagement, retention, repeat purchases, and marketing-attributed revenue, while supporting the ongoing management and growth of the loyalty program.

As the CRM and Lifecycle Manager, you will work closely with the Retail Marketing Manager to ensure communications are properly segmented, tracked, tested and deployed. You will also partner cross-functionally across Marketing, Retail Operations, Digital IT and Analytics to ensure CRM loyalty communications are targeted, measurable, compliant and connected to business goals.

• Own segmentation strategy and audience builds for email, MMS, push notifications, loyalty, lifecycle campaigns, and triggered communications.
• Own UTM structure, campaign naming, and tracking consistency across CRM and loyalty communications to ensure accurate attribution and reporting.
• Build, manage, and QA UTM links for CRM communications, ensuring links are accurate, trackable, and aligned to reporting needs.
• Deploy email, MMS, and push communications developed in partnership with the Retail Marketing Manager, ensuring all sends are accurate, timely, compliant, and properly segmented.
• Own CRM QA processes, including audience validation, link testing, offer accuracy, compliance checks, rendering review, send timing, and deployment readiness.
• Support the loyalty program relaunch, including campaign setup, customer communications, segmentation, tracking, reporting, and performance optimization.
• Manage ongoing loyalty program communications and reporting, including member engagement, tier performance, redemption behavior, opt-ins, retention, and repeat purchase trends.
• Build and optimize lifecycle journeys that support acquisition, repeat purchase, retention, loyalty engagement, reactivation, personalization, and customer growth.
• Serve as the primary marketing partner with Sweed and Digital IT to support CRM platform execution, segmentation needs, loyalty integration, lifecycle automation, UTM tracking, and customer data quality.
• Monitor CRM and loyalty performance, translating insights into recommendations that improve segmentation, engagement, retention, personalization, attribution, and marketing-attributed revenue.