CRM Marketing Manager

This position is designated as a hybrid role based out of our headquarters near Portland, Oregon. The current expectation is for employees to work onsite four days per week, subject to change based on business needs. This in-office requirement may be adjusted at the discretion of the company.

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 the CRM Marketing Manager, you will own the strategy, performance, and team responsible for Email and SMS marketing across the business. This is a Manager level role, accountable for delivering business results through both direct leadership and functional strategy. 

You will lead a team of CRM specialists across eCommerce 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 the retention marketing function, including team performance, channel strategy, and cross-functional alignment. 

You will partner closely with Site, 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 a team across:  

• 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, while establishing a 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 a cohesive, cross-channel customer experience 

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

• Identify and proactively assess emerging channels and platform opportunities, developing strategies for integration, testing, and scale where they can drive incremental value 

• Provide oversight and governance for non-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 eCommerce objectives into integrated retention strategies that 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 to leverage new communication channels as they evolve 

Channel Performance & Optimization 

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

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

• Drive a structured test-and-learn strategy across messaging, segmentation, and timing 

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

Cross-Functional Leadership & Influence 

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

• Influence roadmap decisions and advocate for retention and lifecycle priorities 

• Translate complex da