Digital Marketing Senior Manager, Lifecycle & CRM

Summary
The Senior Manager, Lifecycle & Customer Marketing advances a connected, customer-led CRM approach across email, SMS, and app push. This role builds relevant lifecycle experiences across e-commerce, full-price retail, and outlet businesses to strengthen engagement, retention, and customer lifetime value. The Senior Manager leads integrated planning, campaign execution, performance optimization, and a team of three direct reports.

Responsibilities

Manage integrated email, SMS, and app push calendars, campaign briefing, execution, quality assurance, and deployment.

Build and optimize automated lifecycle journeys, expand SMS audiences, and improve segmentation and personalization using first-party data.

Use customer insights, performance history, product priorities, and market trends to guide audience, content, cadence, and channel recommendations.

Own CRM reporting, forecasting, and test-and-learn plans, sharing actionable insights and growth opportunities with partners and leadership.

Collaborate with creative, e-commerce, retail marketing, merchandising, buying, planning, analytics, agencies, and technology providers.

Manage and develop three direct reports and identify opportunities to apply AI to CRM workflows.

Requirements

At least 7 years of CRM or lifecycle marketing experience, ideally in direct-to-consumer, fashion, luxury, or retail.

Deep email and SMS expertise, including campaign, triggered-program, and automated-journey ownership; experience with app push or mobile messaging.

Strong analytical and commercial skills, including experience with first-party data, segmentation, personalization, forecasting, testing, and performance optimization.

Ability to balance performance rigor with brand standards and communicate clear recommendations to senior leaders and cross-functional partners.

Experience managing agencies and external partners, with a proactive, quality-focused approach and interest in using AI or emerging tools.

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