CRM & Personalization Manager

The Manager, CRM & Personalization will play a pivotal day-to-day role in partnering with Brand Digital Guest Experience (DGE) and Digital Operations teams to ensure the successful implementation and execution of CRM and personalization strategies and tactics across owned channels (email, push, SMS and web/app). This position will be instrumental in CRM planning and optimization to improve customer engagement, retention, and lifetime value within the Inspire portfolio. This role involves working with data and analytics, personalization tactics, marketing technology tools, Brand DGE teams and cross-functional partners to deliver relevant and targeted communications to our guests.  

KEY RESPONSIBILITIES 

1. CRM Strategy, Planning & Execution 

• Assist in the development and implementation of customer-first, cross-channel CRM and personalization strategies that align with Brand and CRM strategic goals and increase customer engagement and retention. 

• Help to evolve contact strategies guiding where/when/how often to target customers based on unique behavior/segmentation (e.g. standardized messaging hierarchy, cadence and channel prioritization strategies, etc.). 

• Serve as the primary day-to-day contact for DGE Brand teams, ensuring CRM and personalization initiatives align with business objectives. 

• Manage the owned calendar flighting process and ensure timely delivery and execution of CRM campaigns, managing priorities and deadlines in coordination with DGE Brand and Digital Operations teams. 

• Support execution and optimization of customer lifecycle journeys. 

2. Personalization, Customer Insights & Optimization 

• Collaborate with Customer Analytics to implement test and learn agenda items in owned channels and develop brand specific persona segments for use in CDP. 

• Utilize customer data and MarTech tools to create highly targeted and personalized experiences. 

• Leverage AI, machine learning, or recommendation engines to optimize personalization. 

• Conduct A/B testing and data analysis to improve campaign effectiveness. 

• Work with marketing, product, and technology teams to enhance customer touchpoints. 

• Align CRM and personalization efforts with broader business goals and strategies. 

3. Technology & Process Support 

• Build and monitor campaign execution tickets and partner with DGE Brand and Digital Ops to support the end-to-end campaign process. 

• Partner with the Personalization enablement team to manage tools and platforms (e.g., Salesforce, CDP, MoEngage, Voxie, Moveable Ink