Senior CRM Manager

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We want to raise the bar for CRM at Forbes Advisor, and we’re looking for a best-in-class Senior CRM Manager who pairs strategic and creative vision with hands-on delivery – building and owning lifecycle marketing campaigns across one or two of our verticals as individual contributor, while managing and developing a CRM Executive. This is a role for someone who wants to raise the bar and elevate the creativity, rigor, and impact of everything we ship across email, SMS, and beyond.

You’ll set the strategy and bring it to life yourself, working alongside Product, Design, Data, Commercial, and the General Managers of your verticals. You’ll own the campaigns that drive revenue and lifetime value in your vertical(s), and help shape the testing roadmap for the wider team in partnership with the Senior Director. As a hands-on leader, you’ll also coach a CRM Executive – lifting their capability and setting the standard we expect from the team.

The person we’re looking for is a self-starter who brings both strategic and creative vision. You’re known for generating, critically assessing, and prioritizing new ideas based on their value, and for building test plans and roadmaps independently. You’re not afraid to test, learn and iterate quickly – even when that means test and fail. You’re an excellent communicator and stakeholder manager, highly organized, and you consistently deliver high-quality work to committed timescales while focusing on the most impactful opportunities.

This role reports to the Senior Director, CRM, and line manages one CRM Executive.

Key Responsibilities:

• Strategy & Planning:

• • Collaborate with stakeholders to independently own, develop and implement comprehensive lifecycle strategies for your vertical(s), ensuring alignment with business objectives

• Proactively share new ideas and campaign recommendations across lifecycle channels, focusing on growing lifetime value, upselling to existing customers, or cross-selling new products and services

• Validate ideas before investing in them, pressure-testing whether a campaign is viable before starting work, and prioritizing accordingly

• Segmentation and strategy expert who knows the end-to-end customer experience for your vertical(s) across all channels

• Champion responsible use of customer data — asking not just whether we can use the data, but whether we should — with a firm commitment to data security, privacy, and relevance

• Leadership & Team Development:

• • Manage, coach, and develop one CRM Executive – setting clear goals, giving regular feedback, and raising the quality of their output

• Model best-in-class lifecycle marketing and help elevate the capability and standards of the wider CRM team

• Act as a trusted expert for stakeholders across the business, communicating plans, progress, and results with clarity and confidence

• Creativity & Innovation:

• • Set the creative vision and direction for full lifecycle communications across acquisition and retention, pushing beyond content refreshes to genuinely differentiate how we engage customers

• Help form the department-level innovation and testing roadmap, turning ambitious ideas into experiments that move the numbers

• Shape and brief new campaign concepts, partnering with our internal teams to bring them to life

• Own the creative and brand standards and best practices, directing campaign visuals with our Design team to raise the quality of everything the team ships

• Bring outside-in thinking – spotting trends, new channels, and competitor moves, and translating them into ideas we can test

• Adopt and iterate with AI tools and services to accelerate ideation, personalization, and campaign production – testing where they can raise quality, speed, or impact

• Execution & Delivery:

• • Develop realistic project timelines, communicate them clearly to stakeholders, and consistently deliver to committed deadlines

• Build customer journeys, audience segments, and messaging templates within our customer engagement platform, Braze – working with product and engineering on any new data schema needs to bring campaigns to life

• Can build customer journeys, audience segments, and messaging templates within our customer engagement platform, Braze

• Analysis:

• • Responsible for achieving vertical-specific revenue & performance goals, outlined with CRM leadership

• Optimizes their existing campaigns to achieve goal KPI’s and above benchmark expectations

• Can independently pull their reporting with our customer engagement platform and Tableau

• Shares campaign-specific insights & trends regularly (test performed, weekly/monthly changes in performance)

Qualifications:

• 5+ years of lifecycle/CRM experience, ideally gained in a D2C or comparison

• Strong creative background with a track record of designing high-performing campaigns, paired with strategic thinking

• Thrives collaborating across other departments and building relationships with key stakeholders

• Experience managing, mentoring, or elevating more junior team members

• A self-starter and excellent communicator, with proven stakeholder management and a track record of delivering to committed timescales

• Nice to have: experience with Braze, or equivalent platform

• Nice to have: experience working across multiple verticals or product categories

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