CRM Marketing Manager

CRM Manager

Position Summary: The CRM Manager is responsible for defining and leading customer relationship management (CRM) and lifecycle marketing strategy across both the Retail Consumer and Professional Dental business segments. This role develops data-driven engagement strategies that increase consumer acquisition, retention, loyalty, and Customer Lifetime Value (CLTV) through personalized, omnichannel customer experiences. Serving as the organization's CRM subject matter expert, the CRM Manager partners closely with Marketing, eCommerce, Sales, Analytics, Customer Service, IT, and agency partners to develop scalable lifecycle programs, activate first-party data, optimize the customer journey, and identify new opportunities to accelerate business growth.
Essential Job Functions:
CRM & Lifecycle Marketing
Define and execute CRM and lifecycle marketing strategies across Retail and Professional Dental Care audiences
Lead lifecycle marketing programs across email, SMS, and owned digital channels
Develop customer journey strategies to improve acquisition, engagement, retention, and loyalty
Drive replenishment, repeat purchase, and Customer Lifetime Value (CLTV) initiatives
Identify new CRM capabilities and opportunities that support long-term business growth
Consumer Database & Personalization
Manage consumer database growth and first-party data activation
Lead CRM campaign planning, execution, testing, and optimization
Develop testing strategies to improve engagement, conversion, and retention performance
Monitor campaign effectiveness and translate performance insights into optimization recommendations
Establish CRM best practices, governance, and performance standards
Campaign Management & Optimization
Lead CRM campaign planning, execution, testing, and optimization across multiple touchpoints
Develop testing strategies to improve engagement, conversion, and retention performance
Monitor campaign effectiveness and translate performance insights into optimization recommendations
Establish CRM best practices, governance, and performance standards
Consumer Insights & Retention
Analyze consumer behaviors, engagement trends, and lifecycle performance to identify growth opportunities
Translate consumer and business insights into actionable retention and loyalty strategies
Measure customer journey effectiveness and recommend enhancements to improve consumer experience
Identify opportunities to increase customer loyalty, repeat purchase behavior, and CLTV
Cross-Functional Leadership
Partner with Marketing, eCommerce, Sales, Analytics, Customer Service, and IT to deliver connected consumer experience
Collaborate with external agencies and technology partners to implement CRM initiatives
Serve as the CRM subject matter expert and provide strategic guidance across the organization
Ensure CRM initiatives align with brand objectives, commercial priorities, and business goals
Success Metrics
Consumer & Professional database growth
Customer acquisition and retention
Customer Lifetime Value (CLTV)
Repeat purchase and replenishment rates
Email and SMS engagement performance
Segmentation and personalization effectiveness
Loyalty program participation
CRM campaign ROI and marketing attribution
Consumer engagement across lifecycle touchpoints
Education & Experience
Bachelor's degree in Marketing, Business, Communications, or related field
812+ years of experience in CRM, lifecycle marketing, marketing automation, or digital marketing
Proven success developing CRM strategies that improve customer acquisition, retention, and CLTV
Experience managing email marketing, SMS, customer journey orchestration, and marketing automation platforms
Strong analytical skills with the ability to translate consumer data into business strategy
Experience leading cross-functional initiatives and influencing stakeholders
Excellent communication, leadership, and project management skills
Preferred Experience
With Salesforce Marketing Cloud, Adobe Campaign, HubSpot, Marketo, Microsoft Dynamics 365, or similar CRM platforms
With Customer Data Platforms (CDPs) and first-party data activation
With journey orchestration, personalization, and marketing automation
Supporting both B2C Retail Consumer and B2B Professional customer engagement programs
With loyalty, retention, and subscription-based marketing strategies
With A/B testing and experimentation frameworks
With Google Analytics, Adobe Analytics, Power BI, Tableau, or similar analytics platforms
Within healthcare, oral care, consumer packaged goods (CPG), or other regulated industries
Familiarity with AI-driven personalization and predictive marketing capabilities
Judgment and Decision Making: Works under general direction on broad strategic assignments with periodic review of results. Exercises a high degree of independent judgment in developing CRM strategy, lifecycle marketing initiatives, audience segmentation, and customer engagement programs. Responsible for evaluating CRM performance, identifying opportunities to improve consumer retention and Customer Lifetime Value (CLTV), and recommending strategic initiatives that support long-term business growth.
What Makes Sunstar Special is:
A business focused on health and wellness of people around the world
High quality products
Beautiful state-of-the-art facility
Diversity and Inclusion
Corporate Social Responsibility Program and partnership with charitable organization
Strong value placed on company culture
Excellent, comprehensive insurance coverage that includes Medical, Vision, and Dental benefits
Opportunities for career growth and advancement
Employee discount on GUM products
401K retirement plan with employer match (Pretax and Roth options)
401K profit sharing contribution based on company performance
Paid holidays and generous paid time off
Pet, Legal and Identity Theft Insurance Plans
Competitive bonus
On-site caf
On Site Fitness Center
Corporate Perks Discount Program (Auto, Retail, Electronics, Entertainment, Computers, Personal Vacations, Cell Phones, Movie Tickets, Eating Out and Much More)
Beautifully maintained walking trails
Hybrid Schedule (certain departments)
Numerous employee appreciation events throughout the year
Recognition and Rewards Programs
If you'd enjoy a career helping others attain overall health through oral health, consider joining the Sunstar Americas, Inc. team.