CRM Marketing Manager

About the role

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 data and channel insights into clear, actionable recommendations for stakeholders Ensure alignment between campaign, automation, and broader marketing initiatives Operational Excellence & Scalability Build and evolve scalable CRM processes, tools, and workflows Drive marketing automation maturity and lifecycle program sophistication Own vendor and platform relationships for Email and SMS Identify and resolve operational, technical, and organizational challenges impacting performance YOU ARE: A strategic and people-focused leader with a passion for CRM, consumer engagement, and building high-performing teams. Highly organized and able to manage both big-picture strategy and day-to-day execution through others. Data-driven, with a strong ability to translate insights into action. A confident communicator who can influence stakeholders and align cross-functional teams. Focused on

Additional Information

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.

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