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Summary of Position

The CRM (Customer Relationship Management) Manager leads Rockler's CRM and Data team, owning the Salesforce CRM platform and overseeing a Data Analyst to drive customer intelligence, audience strategy, lifecycle marketing, and customer engagement. This role is responsible for developing CRM strategies that increase customer retention, repeat purchases, and customer lifetime value through data-driven marketing and personalized customer experiences.

The CRM Manager owns customer audience segmentation, lifecycle marketing automation, and reporting while ensuring the integrity of Rockler's customer data across key systems. This individual serves as the subject matter expert for Salesforce CRM, customer data governance, promotional discounts, reward cards, gift cards, and coupon execution. In partnership with Marketing, Merchandising, Ecommerce, and IT, the CRM Manager delivers actionable customer insights, governs CRM best practices, and helps shape strategies that improve marketing effectiveness and business performance.

Major Areas of Accountability

• Lead and manage the CRM and Data team, including direct oversight of a Data Analyst, fostering a collaborative, customer-focused, and insight-driven culture.
• Own the Salesforce CRM platform, serving as the strategic lead for platform configuration, data governance, roadmap development, and ongoing optimization.
• Develop CRM strategies that improve customer acquisition, engagement, retention, loyalty, and customer lifetime value.
• Partner cross-functionally with Marketing, Ecommerce, Merchandising, Creative, IT, and Retail Operations to deliver coordinated customer experiences across channels.

• Develop customer segmentation strategies and manage audiences within Salesforce to enable highly targeted communications across email, direct mail, SMS, and other marketing channels.
• Design, build, optimize, and maintain customer lifecycle journeys, including welcome, post-purchase, loyalty, promotional, win-back, and other automated customer communications.
• Develop personalized customer experiences using behavioral, transactional, demographic, and engagement data.
• Lead ongoing testing and optimization of customer audiences, messaging, timing, offers, and lifecycle journeys to improve campaign performance and customer engagement.

• Lead CRM analytics efforts by partnering with the Data Analyst to develop reporting frameworks, customer KPIs, dashboards, and actionable business insights.
• Own, execute, analyze, and communicate the results and trends of Net Promoter Score (NPS) and Customer-First Interaction Tracking (CFIT) programs.
• Govern the marketing customer database, ensuring data quality, segmentation accuracy, customer integrity, and meaningful reporting.
• Translate customer behavior and campaign performance into actionable recommendations that improve marketing effectiveness and support strategic business decisions.

Promotions & CRM Governance

• Serve as the subject matter expert (SME) for promotional discounts, coupon codes, reward cards, and gift card execution processes.
• Ensure promotional pricing, discounts, offers, and related marketing communications are executed accurately across all marketing channels.
• Maintain D365 documentation and standard operating procedures (SOPs) supporting promotional execution, rewards programs, and gift card processes.

Troubleshoot D365-related issues and support testing for system upgrades and enhancements.

Requirements For Position

• Bachelor's degree in Marketing, Business, Analytics, or a related field, or equivalent professional experience.
• Minimum of 5-7 years of experience in CRM, customer marketing, marketing technology, or database marketing within a complex multi-channel retail and/or eCommerce environment.
• Strong understanding of customer data, segmentation strategies, lifecycle marketing, personalization, and CRM best practices.
• Demonstrated ability to use customer insights, KPIs, and analytics to develop strategic recommendations and improve business performance.
• Experience contributing to marketing strategy, process development, and continuous improvement initiatives.
• Strong project management, communication, and cross-functional collaboration skills.
• Full-time position with Hybrid to Fully remote options available 

• Hands-on experience with Salesforce Data Cloud or a comparable enterprise CRM.
• Experience managing or mentoring direct reports and developing high-performing teams.
• Experience with customer lifecycle marketing, loyalty programs, and marketing automation.
• Experience with retail and/or eCommerce customer marketing.
• Experience using analytics and reporting platforms such as Power BI, Tableau, GA4, or similar business intelligence tools.
• Working knowledge of SQL or experience partnering closely with technical and data teams.