CRM Manager

The Customer Relationship Management (CRM) Manager supports loyalty and e-commerce initiatives across North America by developing, executing, and optimizing CRM strategies that drive customer engagement, retention, repeat purchase behavior, and long-term customer value. This role combines strategic thinking, hands‑on Salesforce Marketing Cloud execution, analytics, and cross-functional collaboration to deliver relevant customer communications and measurable business results.
Essential Functions
Develops and executes CRM strategies focused on member engagement, retention, repeat purchase, cross‑selling, and long‑term customer value across Club Avolta and e‑commerce programs
Owns the North America CRM campaign calendar and lifecycle marketing roadmap, from strategy and planning through execution, measurement, and optimization
Builds, deploys, and optimizes CRM campaigns and automated customer journeys using Salesforce Marketing Cloud across email, SMS, mobile app push notifications, and other relevant channels
Develops audience segmentation, personalization, and test‑and‑learn strategies to improve relevance, engagement, conversion, and customer value
Maps and optimizes the end‑to‑end member lifecycle, including enrollment, onboarding, engagement, retention, and reactivation
Develops CRM strategies supporting Club Avolta loyalty and partner programs, including member acquisition and enrollment, engagement, points earning and redemption, and cross‑selling across concepts to drive additional purchases during the customer’s airport journey
Partners with Business Analytics to evaluate CRM performance and translate insights into actionable recommendations and continuous optimization
Collaborates cross‑functionally with Loyalty, E‑commerce, Digital, Business Development, Analytics, IT, Marketing, Legal, and global teams to deliver CRM and broader customer initiatives
Proactively identifies and helps resolve data, technology, and process barriers affecting CRM execution
Serves as the North America CRM subject matter expert, supporting ongoing program enhancements and future CRM initiatives
Reporting Relationship: The CRM Manager reports to the Vice President of Digital.
Minimum Qualifications, Knowledge, Skills, and Work Environment:
Education and Experience: The combination of education and professional experience must exceed 5 years:
In a leadership role: Requires 2 years of experience leading projects, influencing cross‑functional teams, and coordinating CRM, loyalty, or customer engagement initiatives
In a technical role: Requires 5 years of experience in CRM, lifecycle marketing, retention marketing, loyalty programs, e‑commerce, or digital marketing, with demonstrated success developing and executing customer engagement and retention strategies
A bachelor’s degree in marketing, Business, Communications, Analytics, or a related field may count for 3 of the 5 years of experience requirement
In the industry: 3‑5 years of Food & Beverage, Retail, Travel Retail, Hospitality, E‑commerce, or other consumer‑focused environments preferred
Specialized Training:
Training leads to an in-depth understanding of CRM, lifecycle marketing, customer retention, loyalty programs, and customer engagement strategies
Advanced knowledge of Salesforce Marketing Cloud, including audience segmentation, campaign execution, journey development, testing, and optimization
Knowledge of applicable data privacy and marketing communication regulations
Strong business acumen with the ability to connect CRM strategy and customer engagement initiatives to measurable business results
Demonstrated history of leveraging customer insights and analytics to drive retention, loyalty, and customer lifetime value
Strong project management, communication, stakeholder management, and cross‑functional collaboration skills
Ability to balance strategic thinking with hands‑on execution in a fast‑paced environment
Demonstrated ability to build and maintain collaborative relationships across business, marketing, technology, analytics, and operational teams
Location / Travel
This position is located at the North America Support Center in Bethesda, Maryland
This position requires up to 30% travel.

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