Senior Manager – CRM & Lifecycle Marketing

Role Overview

The Senior Manager, CRM & Lifecycle Marketing is responsible for developing and executing Pet Valu’s customer engagement strategy across owned channels, store POS, and future customer engagement platforms. This role owns the design, deployment, optimization, and measurement of customer journeys that drive acquisition, activation, retention, loyalty engagement, and customer lifetime value.

What You Will Do

Develop and execute Pet Valu’s CRM and lifecycle marketing strategy across email, SMS, push, in-app, and future owned channels. Design, implement, and continuously optimize customer journeys using customer data, behavioral triggers, and business priorities.

Why It Might Be a Fit

The ideal candidate has 8+ years of progressive experience in CRM, Lifecycle Marketing, Customer Engagement, Loyalty Marketing, Retention Marketing, Marketing Automation, or related customer-focused disciplines. They should have experience building and managing automated customer journeys across email, SMS, mobile, app, push notification, and/or digital channels.

Requirements

• 8+ years of progressive experience in CRM, Lifecycle Marketing, Customer Engagement, Loyalty Marketing, Retention Marketing, Marketing Automation, or related customer-focused disciplines.
• 3+ years of people leadership experience, including coaching, mentoring, and developing high-performing teams.
• Hands-on experience with enterprise CRM and marketing automation platforms such as Bloomreach, Salesforce Marketing Cloud, Braze, Adobe Campaign, Iterable, Klaviyo, Emarsys, or similar solutions.
• Proven experience leading customer personalization, segmentation, and audience activation initiatives.
• Experience developing and executing testing and optimization programs using A/B testing, customer experimentation, and performance measurement frameworks.
• Strong understanding of customer behavior, customer lifecycle management, loyalty programs, and customer retention strategies.
• Experience partnering closely with Analytics, Data Science, Product, Digital, Technology, and Merchandising teams to deliver customer engagement initiatives.
• Experience translating customer insights and analytical recommendations into actionable customer programs and measurable business outcomes.
• Bachelor’s degree in Marketing, Business, Analytics, Communications, Commerce, or a related discipline.
• Master’s degree or equivalent experience considered an asset.

Benefits

• Hybrid, Flexible Work Options
• Comprehensive health and dental benefits
• Employee Share Purchase Plan with company matching
• Learning and Development support tailored to you
• An inclusive, collaborative culture where your voice matters
• Fun company events that keep us connected
• Preferred rates for car rentals, hotels, phone plans and gym discounts
• Generous employee discounts on our products