Responsibilities

• Build and own the CRM strategy and roadmap across all Ole Smoky touchpoints: distillery retail/tourism locations, ecommerce (spirits-adjacent merch, apparel, accessories), on-pack and POS data capture, experiential/field marketing, and trade/distributor relationships
• Select, implement, and manage the CRM/CDP platform(s) needed to unify first-party data across disparate sources and systems
• Partner with Legal/Compliance to navigate three-tier system constraints and ensure all data capture and activation stays within TTB, state ABC, and privacy regulations
• Design lifecycle and segmentation strategies (welcome flows, visit-driven journeys, loyalty/rewards, win-back, VIP/trade programs) tailored to each audience type
• Work with Retail/Consumer Experience teams to capture and activate visitor data from distillery locations (tastings, tours, gift shop)
• Partner with Ecommerce/DTC to integrate merch and accessories purchase data into a single customer view
• Collaborate with Trade Marketing and Sales to build CRM touchpoints for distributor and on-premise partners
• Design on-pack (QR code, sweepstakes, etc.) and POS mechanisms that convert anonymous purchasers into known, opted-in contacts
• Partner with Field/Experiential teams to capture attendee data at events, festivals, and activations and route it into unified profiles
• Define and track KPIs (data capture rate, list growth, engagement, LTV, retention) and report performance to marketing leadership

Requirements

• Bachelor’s degree in Marketing, Business, or a related field required.
• 7+ years of progressive experience in CRM, database marketing, or lifecycle marketing, including 3+ years in a leadership role.
• Proven expertise with CRM and marketing automation platforms (e.g., Salesforce, HubSpot, Klaviyo) and strong command of Microsoft Office/Excel for reporting and analysis.
• Strong analytical skills with the ability to translate customer data into clear, actionable business insights.
• Excellent written, verbal, and presentation communication skills, with the ability to influence and align cross-functional stakeholders.
• Team-oriented and adaptable, with strong project and vendor management skills and the ability to manage multiple priorities in a fast-paced environment.
• Experience in retail, consumer products, hospitality, or spirits/beverage industries preferred; demonstrates professionalism, discretion, and sound judgment.

Benefits

• 401(k)
• 401(k) matching
• Dental insurance
• Employee assistance program
• Employee discount
• Health insurance
• Paid time off
• Vision insurance