CRM Marketing Manager

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

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 performanceSegmentation and personalization effectiveness

Loyalty program participation

CRM campaign ROI and marketing attribution

Education & Experience

Bachelor's degree in Marketing, Business, Communications, or related field

8–12+ 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

Experience with Customer Data Platforms (CDPs) and first-party data activation

Experience with journey orchestration, personalization, and marketing automation

Experience supporting both B2C Retail Consumer and B2B Professional customer engagement programs

Experience with loyalty, retention, and subscription-based marketing strategies

Experience with A/B testing and experimentation frameworks

Experience with Google Analytics, Adobe Analytics, Power BI, Tableau, or similar analytics platforms

Experience within healthcare, oral care, consumer packaged goods (CPG), or other regulated industries

Familiarity with AI-driven personalization and predictive marketing capabilities

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 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

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.

The employer is subject to certain governmental record keeping and reporting requirements for the administration of civil rights laws and regulations. In order to comply with these laws, the employer invites employees to voluntarily self‑identify their gender, and race or ethnicity. Completion of this data is voluntary and will not affect your opportunity for employment or terms or conditions of employment. Information collected will be used for EEO‑1 reporting purposes only and will be kept separate from all other personnel records, only accessed by Authorized Users. Information collected will be kept confidential and will only be used in accordance with the provisions of applicable laws, including those that require the information to be summarized and reported to the federal government. When reported, data will not identify any specific individual.

The pay range for this position of Customer Relationship Manager is $120,000 to $140,000. However, base pay offered may vary depending on skills, experience, job‑related knowledge and location. This position is also eligible for an annual bonus as part of total compensation.

Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities This employer is required to notify all applicants of their rights pursuant to federal employment laws.For further information, please review the Know Your Rights notice from the Department of Labor.

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