Responsibilities

• Lead CRM strategy that maximizes long-term customer value, leveraging customer data structures, segmentation models, and full-funnel lifecycle insights.
• Develop data-driven CRM strategic frameworks that go beyond short-term KPIs (open/click/conversion) to focus on retention, repurchase, and LTV growth.
• Design integrated lifecycle programs covering acquisition, onboarding, cross-sell, loyalty, and win-back journeys.
• Partner with analytics to define meaningful KPIs, attribution models, and predictive insights to guide optimization.
• Oversee end-to-end CRM operational delivery with a mandate for fast, accurate, and zero-defect execution.
• Govern omni-channel CRM execution across email, mobile push, web push, SMS/MMS, RCS, WhatsApp, and personalized web experiences.
• Lead operational excellence using deep platform expertise across Adobe Campaign (including RT-CDP), Salesforce, Braze, and third-party martech solutions.
• Establish governance, QA standards, workflow models, and automation templates that increase efficiency and reduce operational risk.
• Ensure scalable architecture for triggers, real-time events, personalization logic, and data integrations.
• Lead development of CRM-specific creative briefs that translate data insights into actionable communication strategies.

Requirements

• 15+ years in CRM, lifecycle marketing, or customer strategy, with experience in senior leadership roles.
• Proven track record building or scaling CRM teams and disciplines in an agency or organization.
• Deep expertise in CRM strategies, personalization, segmentation, automation, and omni-channel activation.
• Proven experience leading CRM strategy and operations using platforms such as Adobe Campaign (incl. RT-CDP), Salesforce Marketing Cloud, Braze, or similar.
• Strong proficiency in project-management processes and tools (Adobe Workfront, Jira, Confluence), with the ability to enforce operational governance, workflow discipline, and cross-functional alignment.
• Strong understanding of creative strategy for CRM, modular content systems, and channel-specific best practices.
• Demonstrated ability to design and scale CRM organizations and cross-functional workflows.
• Exceptional client leadership, communication, and team-building skills.
• Experience driving CRM transformation in large enterprise or agency environments.
• Strong partnership experience with technology and development teams on martech implementations and data infrastructure.