CRM Marketing Specialist

The CRM Marketing Specialist reports to the Senior Manager of Marketing Operations and owns our first party data and lifecycle marketing execution. This role sits at the intersection of data, technology, and marketing, and is responsible for building, managing, and activating our customer database to drive retention, re engagement, and revenue through targeted, personalized campaigns.This is not a traditional copywriting role. While strong communication skills matter, the core of this position is data fluency, technical platform ownership, and the ability to turn customer insights into automated, high performing campaigns. Home services experience (plumbing, HVAC, electrical, solar, pest, lawn care, etc.) is a non-negotiable for this role.Key ResponsibilitiesDatabase management & Data IntegrityMaintain and organize our first party customer and prospect databaseEnsure data hygiene, proper segmentation, and list accuracy across platformsBuild and manage audience segments based on behavior, service history, lifecycle stage, and engagement signalsCampaign Strategy & ExecutionPlan, build, and deploy CRM campaigns across email, SMS, and direct channelsDevelop lifecycle marketing flows including welcome sequences, reengagement, winback, upsell/crossell, and membership campaignsCoordinate with cross functional teams (brand, performance, RMM) to align CRM sends with broader marketing moments, promotions, and product launchesCopywriting & ContentWrite clear, on brand copy for all CRM channels including email, SMS, and direct mailAdapt messaging by audience segment, lifecycle stage, and campaign objectiveCollaborate with the brand and creative team to ensure visual and copy consistency across all outgoing communicationsCollaborate with RMMs on monthly promotionsContent Calendar ManagementOwn and maintain the CRM content calendar, ensuring campaigns are planned, briefed, and executed on scheduleManage campaign timelines from brief to deployment, flagging conflicts or gaps in the send schedule proactivelyTech Stack ManagementOwn day-to-day operations of our CRM and marketing automation platforms (ServiceTitan, Broccoli AI, and others)Set up and QA campaign logic, triggers, audience rules, and send schedulesIdentify opportunities to better leverage our tools and recommend platform improvementsReporting & OptimizationTrack campaign performance including open rates, CTR, conversion, and revenue attributionUse data to continuously test and improve segmentation, messaging, timing, and cadenceReport CRM metrics to Senior Marketing Operations Manager on a regular basisHome services experience (plumbing, HVAC, electrical, solar, pest, lawn care, etc.) is a non-negotiable for this role.3 to 5 years of experience in CRM, lifecycle marketing, or marketing operationsHands on experience managing campaigns in platforms like ServiceTitan, HubSpot, Marketo, Salesforce Marketing Cloud, or similarStrong understanding of database segmentation and audience buildingComfort working with customer data, such as, pulling lists, building filters, and thinking in terms of cohorts and segmentsAbility to write clear, conversion focused copy for email and SMSStrong content calendar management and project coordination skillsAnalytical mindset with experience interpreting campaign data and optimizing accordinglyExperience with AI driven marketing tools (e.g., Broccoli AI, Avoca AI, Netic)Background in home services, field services, or high frequency consumer businessesFamiliarity with deliverability best practices and compliance (CAN-SPAM, TCPA)Detail oriented and process driven. Able to manage multiple campaigns simultaneously
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