Senior Manager, CRM Lifecycle
Turo, San Francisco, CA, United States
About the team
As the Senior Manager - CRM, you will lead Turo’s customer marketing strategy across the customer lifecycle globally. You’ll drive business growth through activation, retention and reactivation. You will also grow customer engagement through astute deployment of promotional initiatives and incentives. You will pioneer new customer marketing initiatives such as referral and loyalty programs.
This is a leadership role that sits at the intersection of growth, product, tech and data. You will build a high performing team and have support from our creative studio, agency resources and our CDP/CEP tooling partners to unlock growth.
What you will do Set CRM strategy
Define and execute Turo’s CRM strategy across key owned channels including email, push, SMS, and in-app messaging.
Own business and operational KPIs for CRM. You will be accountable for the growing revenue generated from our existing customer base.
Identify the biggest opportunities across the funnel, including activation, retention, reactivation and loyalty.
Develop CRM strategy for specific key business priorities for specific segments and international growth.
Inform CRM Tech and Data Capability
Partner with Product, Engineering, MarTech and Data teams to improve CRM infrastructure, orchestration, audience logic, trigger design, and journey execution.
Ensure strong operational foundations for new launches and campaigns, including QA, eligibility logic, experimentation readiness, and scalable execution.
Improve channel performance through better deliverability, frequency management, contact strategy, and cross‑channel coordination.
Maximize the feature set available in our MarTech tooling and CEP to deliver optimal customer experience.
Work with the data team to articulate the incremental contribution of CRM as a channel.
Creative optimization, localizations and personalization
Partner closely with Brand, Creative, and Customer success teams to ensure communications reflect Turo’s brand voice while delivering against performance objectives.
Adapt global strategy and build campaigns relevant across Turo’s five markets – US, CA, UK, FR, and AU.
Partner with local teams to find opportunities to deliver hyperlocal messaging across cities, events, and cultural/seasonal moments.
Given that car rental / leasing are infrequent occasions, ensure that customers remain engaged with Turo as a brand such that Turo is top of mind and considered when the transactional moment arises.
Deliver timely communications around new strategic product releases and updates.
Pioneer new initiatives
Be able to pilot large cross‑functional initiatives such as referral and loyalty programs.
Define business need/impact of new initiatives → identify the resourcing and investment required → build, experiment, launch, iterate and scale new CRM initiatives.
Launch new channels within customer engagement scope.
Leadership & stakeholder management
Continue to build the CRM team; develop and mentor CRM specialists; and manage agency/vendor relationships.
Manage stakeholders globally and devise resource allocation to adequately support all markets.
Develop regular cadence for performance reporting results to stakeholders.
Create documentation, CRM playbooks, and governance for teams launching new pages/features.
Your profile
8+ years of CRM experience with proven leadership – ideally in a B2C marketplace or travel/ecommerce environment.
This role, along with CRM knowledge requires a strong business and commercial acumen.
Ability to be rooted in customer experience rather than just CRM tactics.
Demonstrated success scaling CRM via building capacity and capabilities.
People management and stakeholder management experience are a must.
Ability to work with agencies and help them prioritize and drive results.
Expertise in core tools: Braze, Segment, MoEngage, Iterable, promo‑code tooling, CDPs, measurement tools, etc.
International market experience (multi‑country, multi‑language).
Ability to influence Product/Engineering roadmaps and communicate ROI/tradeoffs clearly.
Familiarity with experimentation methods, incrementality and causal measurement for CRM.
Bonus if you have
Prior experience launching loyalty programs and referral programs.
Comfort with SQL and/or data warehouses and BI dashboards.
For this role, the target base salary range in San Francisco is $158,000 – $197,000 USD annually. The target base salary range in Toronto is $136,000 – $170,000 CAD annually. This role is also eligible for equity and benefits. In general, our ranges reflect the market‑based target for new hire salaries based on the level and location of the role. Within the range, individual pay is determined by objective factors assessed during the application and interview process, such as job‑related skills, experience, and relevant education or training. We encourage you to talk with your recruiter to learn more about the total compensation and benefits available for this role.
Turo highly values having employees working in‑office to foster a collaborative work environment and company culture. This role will be in‑office on a hybrid schedule – Turo candidates will be expected to work in the office three days per week on Mondays, Wednesdays, and Thursdays. Your recruiter can share more information about the various in‑office perks Turo offers.
Benefits
Competitive salary, equity, benefits, and perks for all full‑time employees.
Employer‑paid medical, dental, and vision insurance (country‑specific).
Retirement employer match.
Learning & Development stipend to invest in your professional development.
Turo host matching program.
Turo travel credit.
Cell phone and internet stipend.
Paid time off to relax and recharge.
Paid holidays, volunteer time off, and parental leave.
For those who are in the office full‑time or hybrid we have in‑office lunch, office snacks, and fun activities.
We are committed to building a diverse team. If you are from a background that is underrepresented in tech, we’d love to meet you.
Turo is an Equal Opportunity Employer and a participant in the U.S. Federal E‑Verify program. Women, minorities, individuals with disabilities and protected veterans are encouraged to apply. We welcome people of different backgrounds, experiences, abilities and perspectives.
Turo will consider qualified applicants with criminal histories in a manner consistent with the San Francisco Fair Chance Ordinance, as applicable.
We welcome candidates with physical, mental, and/or neurological disabilities. If you require assistance applying for an open position, or need accommodation during the recruiting process due to a disability, please submit a request to People Operations by emailing PeopleOps@turo.com.
#J-18808-Ljbffr
This is a leadership role that sits at the intersection of growth, product, tech and data. You will build a high performing team and have support from our creative studio, agency resources and our CDP/CEP tooling partners to unlock growth.
What you will do Set CRM strategy
Define and execute Turo’s CRM strategy across key owned channels including email, push, SMS, and in-app messaging.
Own business and operational KPIs for CRM. You will be accountable for the growing revenue generated from our existing customer base.
Identify the biggest opportunities across the funnel, including activation, retention, reactivation and loyalty.
Develop CRM strategy for specific key business priorities for specific segments and international growth.
Inform CRM Tech and Data Capability
Partner with Product, Engineering, MarTech and Data teams to improve CRM infrastructure, orchestration, audience logic, trigger design, and journey execution.
Ensure strong operational foundations for new launches and campaigns, including QA, eligibility logic, experimentation readiness, and scalable execution.
Improve channel performance through better deliverability, frequency management, contact strategy, and cross‑channel coordination.
Maximize the feature set available in our MarTech tooling and CEP to deliver optimal customer experience.
Work with the data team to articulate the incremental contribution of CRM as a channel.
Creative optimization, localizations and personalization
Partner closely with Brand, Creative, and Customer success teams to ensure communications reflect Turo’s brand voice while delivering against performance objectives.
Adapt global strategy and build campaigns relevant across Turo’s five markets – US, CA, UK, FR, and AU.
Partner with local teams to find opportunities to deliver hyperlocal messaging across cities, events, and cultural/seasonal moments.
Given that car rental / leasing are infrequent occasions, ensure that customers remain engaged with Turo as a brand such that Turo is top of mind and considered when the transactional moment arises.
Deliver timely communications around new strategic product releases and updates.
Pioneer new initiatives
Be able to pilot large cross‑functional initiatives such as referral and loyalty programs.
Define business need/impact of new initiatives → identify the resourcing and investment required → build, experiment, launch, iterate and scale new CRM initiatives.
Launch new channels within customer engagement scope.
Leadership & stakeholder management
Continue to build the CRM team; develop and mentor CRM specialists; and manage agency/vendor relationships.
Manage stakeholders globally and devise resource allocation to adequately support all markets.
Develop regular cadence for performance reporting results to stakeholders.
Create documentation, CRM playbooks, and governance for teams launching new pages/features.
Your profile
8+ years of CRM experience with proven leadership – ideally in a B2C marketplace or travel/ecommerce environment.
This role, along with CRM knowledge requires a strong business and commercial acumen.
Ability to be rooted in customer experience rather than just CRM tactics.
Demonstrated success scaling CRM via building capacity and capabilities.
People management and stakeholder management experience are a must.
Ability to work with agencies and help them prioritize and drive results.
Expertise in core tools: Braze, Segment, MoEngage, Iterable, promo‑code tooling, CDPs, measurement tools, etc.
International market experience (multi‑country, multi‑language).
Ability to influence Product/Engineering roadmaps and communicate ROI/tradeoffs clearly.
Familiarity with experimentation methods, incrementality and causal measurement for CRM.
Bonus if you have
Prior experience launching loyalty programs and referral programs.
Comfort with SQL and/or data warehouses and BI dashboards.
For this role, the target base salary range in San Francisco is $158,000 – $197,000 USD annually. The target base salary range in Toronto is $136,000 – $170,000 CAD annually. This role is also eligible for equity and benefits. In general, our ranges reflect the market‑based target for new hire salaries based on the level and location of the role. Within the range, individual pay is determined by objective factors assessed during the application and interview process, such as job‑related skills, experience, and relevant education or training. We encourage you to talk with your recruiter to learn more about the total compensation and benefits available for this role.
Turo highly values having employees working in‑office to foster a collaborative work environment and company culture. This role will be in‑office on a hybrid schedule – Turo candidates will be expected to work in the office three days per week on Mondays, Wednesdays, and Thursdays. Your recruiter can share more information about the various in‑office perks Turo offers.
Benefits
Competitive salary, equity, benefits, and perks for all full‑time employees.
Employer‑paid medical, dental, and vision insurance (country‑specific).
Retirement employer match.
Learning & Development stipend to invest in your professional development.
Turo host matching program.
Turo travel credit.
Cell phone and internet stipend.
Paid time off to relax and recharge.
Paid holidays, volunteer time off, and parental leave.
For those who are in the office full‑time or hybrid we have in‑office lunch, office snacks, and fun activities.
We are committed to building a diverse team. If you are from a background that is underrepresented in tech, we’d love to meet you.
Turo is an Equal Opportunity Employer and a participant in the U.S. Federal E‑Verify program. Women, minorities, individuals with disabilities and protected veterans are encouraged to apply. We welcome people of different backgrounds, experiences, abilities and perspectives.
Turo will consider qualified applicants with criminal histories in a manner consistent with the San Francisco Fair Chance Ordinance, as applicable.
We welcome candidates with physical, mental, and/or neurological disabilities. If you require assistance applying for an open position, or need accommodation during the recruiting process due to a disability, please submit a request to People Operations by emailing PeopleOps@turo.com.
#J-18808-Ljbffr