Senior Manager of CRM, Retention and Loyalty

Job Info

Join our Health & Home Team at Helen of Troy as a Senior Manager of CRM, Retention and Loyalty and make an immediate impact on our trusted brands: Vicks, Braun, Honeywell, PUR. Together, we build innovative and useful products that elevate people's lives everywhere every day!

Look around your home, and you'll find us everywhere:

In your kitchen, living room, bedroom, and bathroom. We are already making your everyday lives better. We are powered by knowledgeable, enthusiastic, and forward-thinking people committed to developing a culture of inclusion. Whether you are just starting your career or in need of a challenge, we recognize, develop, and empower talent!

What you will be doing:
The Senior Manager of CRM, Retention, and Loyalty is core to the digital transformation towards class leading digital consumer experiences at Helen of Troy and the Health & Home North America Brands, including PUR, Honeywell, Vicks, and Braun. This role is a part of a larger group tying together a "One Consumer Experience" including Digital, DTC, CX Marketing, and Consumer Relations.

Creating and scaling CRM efforts throughout consumer journey to increase retention / customer lifetime value and create brand ambassadors, loyalists, and advocates. This role will develop CRM strategies for each of our brands, driving broader 1st party data strategy, leading customer list growth, personalized customer segmentation, and build customer dedication. The objective will be to champion these customers through marketing campaigns and personalized experiences to increase lifetime value.

We are looking for a dynamic leader with vision with a growth attitude who is continuously learning and applying. Someone who is passionate about data and believes the stories it can tell can unlock the answers to success.

The ideal candidate is an authority, driver, owner of the overall strategy, CRM strategy + execution, and Loyalty strategies for our leadership brands. This person should be passionate about driving agility, speed, and mentality change on an ever-growing group.

  • Own developing and implementing email marketing and CRM initiatives that drive incremental direct-to-consumer revenue, educate and support consumers throughout their buyer journey, and identify brand advocates and loyalists.

  • Partner cross-functionally with Creative, Marketing, DTC, Finance, and Sales to drive vision, enrollment, and execution of creative and promotional efforts to underpin CRM goals and strategy.

  • Develop full funnel email campaigns by brand, product, and consumer target. This includes driving standardization of development of email capture / opt-in, list acquisition, cart abandonment, transactional, drip programs for brand / product / and consumer nurturing, and purchase reminders.

  • Partner towards exciting means to drive retention and loyalty in partnership with the Demand Creation and Digital Experience teams, e.g. referral efforts, review solicitation, rewards program, list acquisition, etc.

  • Own overall 1st party CRM database strategy, working closely with Consumer Relations, Digital, and IT to existing consumer contacts and opt-ins. As well as cohort analysis, list segmentation, and personalization strategies.

  • Partner with critical shareholders to define brand / product content strategies and segmentations based on customer-level opportunity and business objectives. Channels include, but are not limited to, email communication, direct mail, mobile push notifications, in-app messaging, and SMS.

  • Continuously optimize CRM strategies and programs to drive sales, increase customer retention, and improve return on investment by generating customer engagement, improving brand affinity, and meeting the changing needs/expectations of the customer. Establish the annual and seasonal plans related to CRM as an integral component of the business planning process.

  • Identify key moments in the customer lifecycle where marketing intervention can drive favorable customer response and drive long-term customer value.

  • Lead vendor partners and ensure cross-functional collaboration to deliver magnificent execution, including consistent, accurate, timely, and on-budget programs.

  • Identify, recommend, and implement process improvements to enable automation and efficiency, segmentation improvements, and triggered/multi-step campaign opportunities.

  • Develop roadmap and learning agenda to drive constant transformation and growth of overall CRM strategy.

  • Own, create, and general ongoing reporting and insights around our CRM activation, from database health to campaign-based updates. Provide customer and business level forecasts and expected outcomes for marketing campaigns.

  • Act as a dedicated watchdog and owner for industry trends, standard methodologies, and drive strategy and execution to ensure a class-leading CRM program.
Skills needed to be successful in this role:

  • Ability to thrive in a highly quantitative, fast-paced environment with changing business needs

  • Ambitious problem-solver with ability to synthesize data and blend with intuition and experience

  • High degree of initiative, personal responsibility, and ownership

  • Superior process leadership skills with consistent record to identify and proactively solve problems

  • Ability to optimally prioritize and run multiple projects simultaneously across the team while meeting deadlines

  • Ability to work in a multi-team environment, in which various business owners and partners require support

  • Excellent verbal and written communication skills with the ability to influence at the leadership level and with cross-functional partners

  • Sophisticated understanding of the balance between business and customer needs

  • Creative, out of the box problem solver who is willing to push the limits of what has been done before
Minimum Qualifications:

  • 6+ years experience in marketing, with direct experience in lifecycle management or customer strategy and loyalty

  • Bachelor's Degree

  • Validated proficiency in running customer-focused experiences, strategies, and programs from concept through implementation and optimizing thereafter

  • Deep experience working with CRM and martech platforms (Responsys, Bronto, Extole, CDP, etc.)

  • Strong process, analytical, and reporting skills - pivot table creation, VLook ups, etc.

  • Experience managing direct reports and a team

  • Experience with marketing automation, CMS, lead gen, routing, and nurturing

  • Understanding of key parameters, financial analysis, return on investment, etc.

  • Authorized to work in the United States on a full-time basis

Wondering if you should apply? Helen of Troy welcomes people as diverse as our brands. Have the confidence to come as who you are because your point of view, skillset, and experience will make us stronger. If you're eager to share new ideas and try new things, we want to hear from you.

For more information about Helen of Troy, visit You can also find us on LinkedIn, Glassdoor, Facebook, Instagram and Twitter.

Helen of Troy is an Equal Opportunity/Affirmative Action Employer. We are committed to developing a diverse workforce and cultivating an inclusive environment. We value diversity and believe that we are strengthened by the differences in our experiences, thinking, culture and background. We do not discriminate on the basis of race, color, religion, sex, national origin, sexual orientation, gender identity, age, marital status, disability, protected veteran status or any protected basis.

We will provide individuals with disabilities reasonable accommodation to participate in the job application process. If you would like to request an accommodation, please contact Human Resources at (915) 225-8000 #LI-DNP.

Incorporated in 1968, Helen of Troy has grown into a leading global consumer products company with career opportunities in North America, South America, Europe and Asia. We offer creative solutions for our customers through a diversified portfolio of well-recognized and widely trusted brands, including OXO®, Hydro Flask®, Vicks®, Braun®, Honeywell®, PUR®, Hot Tools®, Drybar®. Most of these brands rank #1 or #2 in their respective categories.

We boldly bring brands into our family, where we nurture what makes them great. We collaborate internally and externally, always striving to provide the consumer-centric innovation, operational excellence, scale, global reach, and stellar shared services to make them soar.

The above statements are intended to describe the general nature and level of work performed by people assigned to this classification. They are not intended to be construed as an exhaustive list of all responsibilities and duties required of personnel so classified. Management retains the right to add or to change duties of the position at any time.

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