CRM Marketing Manager

ABOUT THE POSITION:

The eCommerce team powers our US and Canada Columbia.com sites as well as our Customer Care Center. From merchandising and marketing to product management and technology, the consumer is at the center of everything we do.And,the eCommerce team is known for the relentless improvement of the customer experience-always striving for a better, faster, easier experience.

As theCRMMarketing Manager, you will own the strategy, performance, and team responsible for Email and SMS marketing across the business. This is aManagerlevel role, accountable for delivering business results through bothdirect leadership and functional strategy.

You will lead a team of CRM specialists acrosseCommerce marketing, consumer segmentation, and lifecycle automation, ensuring a cohesive and data-driven approach to customer engagement, retention, and lifetime value. This role moves beyond campaign execution to full ownership of theretention marketing function, including team performance, channel strategy, and cross-functional alignment.

You will partner closely withSite, Brand, Loyalty, Analytics, and Technology teams to build scalable lifecycle programs and deliver meaningful, connected customer experiences.

HOW YOU'LL MAKE A DIFFERENCE:

Team Leadership & Development

• Lead, manage, and develop ateamacross:

• eCommerce CRM marketing

• Consumer groups / segmentation

• Lifecycle automation & journeys

• Campaign Execution

• Set clear goals, priorities, and performance expectations aligned to business objectives

• Provide coaching, feedback, and career development to build a high-performing team

• Establish team processes, roles, and ways of working to support scale and efficiency

Retention & Lifecycle Strategy Ownership

• Define and lead the end-to-end retention marketing strategy across Email and SMS, whileestablishinga roadmap for expansion into emerging CRM channels (e.g., push notifications, RCS, in-app messaging, and other owned communication platforms)

• Establish lifecycle frameworks, segmentation strategies, and personalization approaches that create acohesive, cross-channel customer experience

• Own the evolution of CRM from channel-specific execution to aholistic, customer-centric engagement ecosystem, ensuring consistency in messaging, timing, and targeting across all touchpoints

• Identifyand proactively assessemerging channels and platform opportunities, developing strategies for integration, testing, and scale where they can drive incremental value

• Provide oversight and governance fornon-traditional or unmanaged CRM touchpoints(e.g., TikTok Shop communications, marketplace-triggered messaging), ensuring alignment with brand standards, customer experience expectations, and broader lifecycle strategy

• Translate company and eCommerceobjectivesintointegrated retention strategiesthat span acquisition through re-engagement, across both existing and future channels

• Partner with Product, Technology, and external platforms to influence CRM channel capabilities and roadmap development, ensuring the organization is positioned toleveragenew communication channels as they evolve

Channel Performance & Optimization

• Own performance across key KPIs including revenue, engagement, conversion, andactive audience sizes

• Oversee campaign calendar, lifecycle journeys, and promotional execution across channels

• Drive a structuredtest-and-learn strategyacross messaging, segmentation, and timing

• Leverage insights and analytics to continuously improve performance and customer experience

Cross-Functional Leadership & Influence

• Partner withSite, Brand, Loyalty, Analytics, and Product teams to deliver integrated customer experiences

• Influence roadmap decisions and advocate for retention and lifecycle priorities

• Translate complex data and channel insights into clear, actionable recommendations for stakeholders

• Ensure alignment between campaign, automation, and broader marketing initiatives

Operational Excellence & Scalability

• Build and evolve scalable CRM processes, tools, and workflows

• Drive marketing automation maturity and lifecycle program sophistication

• Own vendor and platform relationships for Email and SMS

• Identifyand resolve operational, technical, and organizational challengesimpactingperformance

YOU ARE:

• A strategic and people-focused leader with a passion for CRM, consumer engagement, and building high-performing teams.

• Highly organized and able to manage bothbig-picture strategy and day-to-day execution through others.

• Data-driven, with a strong ability to translate insights into action.

• A confident communicator who can influence stakeholders and align cross-functional teams.

• Focused on continuous improvement, always looking to test, learn, and evolve.

• A thought leader in the CRM space with a desire to deliver best-in-class email and SMS marketing programs.

• Passionate about strong customer experiences and driving constant improvement in the brand's relationship with customers.

• Proactive and self-motivated witha strong senseof ownership and accountability.

YOU HAVE:

• Bachelor's degree or equivalent experience

• 8-10+ years of experience in CRM, lifecycle, or retention marketingpreferably in the retail and apparel space

• 2+ years of direct people management experience

• Proven ownership ofEmailand/or SMS channel strategy and performance

• Strongexpertisein segmentation, personalization, and lifecycle marketing

• Experience leading cross-functional initiatives and influencing stakeholders

• Familiarity with enterprise CRM platforms and marketing technologies

• Demonstrated ability to deliver measurable business impact through team leadership

#Hybrid
#LI-LC1

This job description is not meant to be an all-inclusive list of duties and responsibilities, but constitutes a general definition of the position's scope and function in the company.