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Shinola · 8 hours ago

CRM Manager

Detroit, MI

Full-time

Onsite

Senior Level

5+ years exp

Shinola is a company dedicated to creating beautiful, handcrafted goods that inspire confidence and joy. The CRM Manager will lead the strategy and execution of client relationship management programs, enhancing how Shinola connects with guests through data-driven outreach and loyalty programming.

ConsumerConsumer GoodsE-Commerce

Responsibilities

Collaborate with Marketing, Retail, Ecommerce, and Channel Leaders to redefine and rebuild Shinola’s Loyalty Program to strengthen retention and engagement

Support and optimize CRM initiatives across Marketing, Brand, and Channels to ensure a streamlined, strategic clienteling approach

Develop and execute weekly CRM strategies for 1:1 outreach—including product launches, post-purchase follow-ups, lapsed guest engagement, and new guest onboarding

Build curated, product-driven outreach strategies for retail teams to enhance personalization and sales impact

Map the full guest journey across brand touchpoints to maximize engagement, retention, and lifetime value

Analyze KPIs and CRM data to measure ROI; refine strategies based on performance insights

Deliver weekly execution results to Business Channel Leaders and Marketing; build monthly reports for sales analysis, incentive tracking, and program performance

Ensure consistent use of CRM platforms by retail and marketing teams through audits, training, and optimization

Serve as the subject matter expert on CRM technology and customer data platforms across all business channels

Support Shinola’s Loyalty Experience with templates, outreach strategies, milestone gifting, and personalized communications

Act as the primary liaison between HQ/Marketing and Retail loyalty representatives, ensuring alignment, insights sharing, and guest impact

Qualification

CRM experienceCRM systems knowledgeAnalytical mindsetCommunication skillsOrganizational skillsDetail-oriented

Required

5+ years of experience in CRM, clienteling, loyalty, or customer experience roles—preferably in retail, luxury, or lifestyle brands

Strong knowledge of CRM systems, customer data platforms, or marketing automation tools (e.g., Salesforce, Klaviyo, NewStore, HubSpot) and how to leverage them to drive results

Analytical mindset with proven ability to track KPIs, build reports, and measure ROI

Exceptional communication and organizational skills; able to collaborate cross-functionally and influence without direct authority

Highly detail-oriented with a passion for creating elevated guest experiences