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SBH Fashion · 16 hours ago

CRM Senior Manager / Director

New York, NY

Full-time

Hybrid

Senior Level, Lead/Staff, Director/Executive

$140K/yr - $160K/yr

7+ years exp

SBH Fashion is seeking a CRM Senior Manager / Director to build and lead the brand’s CRM function from the ground up. This role involves overseeing the CRM strategy and execution, focusing on customer relationships through email, SMS, lifecycle marketing, and collaboration with various teams.

FashionLifestyle

Growth Opportunities

Hiring Manager

Jennifer Caplins

Responsibilities

Own CRM strategy end-to-end, from roadmap development through execution and optimization

Build the CRM function from scratch, including processes, best practices, and performance measurement

Develop a customer-first lifecycle strategy across acquisition, onboarding, retention, reactivation, and loyalty

Serve as the internal CRM expert and strategic partner to Marketing, E-Commerce, CX, and Leadership

Lead all email and SMS initiatives, including campaign planning, execution, testing, and optimization

Build and manage automated lifecycle flows (welcome, post-purchase, replenishment, win-back, VIP, etc.)

Drive personalization through data-driven segmentation and behavioral targeting

Balance brand storytelling with performance-driven messaging

Develop and evolve customer segmentation frameworks to increase engagement, retention, and LTV

Design and manage high-value/VIP customer programs, including exclusive communications and experiences

Use data insights to identify growth opportunities across customer cohorts

Leverage customer data and analytics to inform strategy, measure performance, and drive continuous improvement

Partner with Analytics and E-Commerce teams to track CRM KPIs (open rates, CTR, conversion, retention, LTV)

Ensure CRM efforts align with broader business and revenue goals

Collaborate closely with the external CX team, supporting the transition to an in-house CRM function over time

Partner with Creative, Brand, Merchandising, and Technology teams to ensure cohesive execution

Manage vendor relationships and technology integrations as needed

Qualification

CRM strategy developmentEmail marketingSMS marketingCustomer segmentationData analyticsPersonalization strategiesLifecycle marketingVIP customer programsShopifyKlaviyoSelf-starterCross-functional collaboration