Position Summary
The Director of CRM Customer Marketing is responsible for leading the planning, development, and execution of customer-focused marketing initiatives that strengthen engagement, enhance satisfaction, and drive long-term value. This role plans and executes customer database development, segmentation strategy, direct marketing programs, and cross-channel campaign execution to support growth across all products and services.
Essential Duties and Responsibilities
- Lead the development, optimization, and governance of the customer database to support targeted marketing and relationship management efforts.
- Build and leverage CRM system capabilities to accomplish key data insight and marketing execution activities.
- Support customer segmentation strategies and assign customer groups to associated account managers
- Develop the proposed annual customer marketing plan and initiative calendar across all product and service lines.
- Facilitate internal communication and alignment of customer marketing plans across cross-functional teams.
- Engage in the creation of communication strategies, messaging frameworks, and digital/creative assets to support direct marketing campaigns.
- Create and manage strategies to enhance customer satisfaction and retention, including satisfaction follow-up programs, warranty penetration initiatives, subscription renewals, and lifecycle communications.
- Ensure campaigns are integrated with the company website, paid media efforts (including SEM), and relevant third-party platforms to maximize reach and effectiveness
- Establish clear goals and success metrics for all campaigns.
- Analyze and report performance results at the product, customer segment, and campaign levels, providing insights and recommendations for continuous improvement.
Position Qualifications
- Bachelor’s degree in marketing, Business Administration, Communications, or a related field is required.
- Minimum of 6 years of progressive experience in customer marketing, CRM strategy, direct marketing, or related disciplines.
- Experience building and leveraging Salesforce CRM capabilities strongly preferred
- Experience in industries with complex customer lifecycles (e.g., manufacturing, technology, subscription-based services).
- Strong expertise in customer segmentation, lifecycle marketing, and database-driven marketing strategies.
- Demonstrated success in building and managing multi-channel direct marketing campaigns.
- Hands-on experience with CRM systems, marketing automation platforms, and customer analytics tools.
- Analytical mindset with the ability to translate data into actionable insights.
- Excellent communication, collaboration, and presentation skills.
- Strong organizational and project management capabilities.
- Proficiency with advanced analytics or BI tools (e.g., Power BI, Tableau, SQL).
- Experience managing marketing technology ecosystems, including CRM integration and data hygiene practices.
- Background in developing customer loyalty, retention, or rewards programs.
- Familiarity with A/B testing, personalization engines, and customer journey optimization.
- Strong understanding of SEO/SEM and digital advertising strategies.
- Demonstrated ability to partner with product, sales, and customer service teams to create unified customer engagement strategies.
- Must exemplify Van Wall’s values of Courtesy, Integrity, Innovation, and Respect.
