Director of CRM & MarTech

Propelled Brands Franchising, LLC • Carrollton, TX

6d • Hybrid

About The Position

The Director of CRM & MarTech is responsible for leading the strategy, architecture, and optimization of the customer lifecycle ecosystem across all brands. This role owns the end-to-end customer journey across CRM, email, On-Your-Behalf franchise programs, and SMS for all brands; oversees CRM, marketing automation, customer data, lifecycle marketing, website operations, and B2B eCommerce enablement to drive customer acquisition, engagement, retention, and revenue growth.

The ideal candidate is a strategic, technically minded leader who combines deep expertise in customer data, marketing technology, lifecycle marketing, automation, and emerging AI technologies with strong business acumen. This individual can translate marketing objectives into scalable systems, processes, and customer experiences while leading the evolution of CRM, customer intelligence, data governance, and marketing technology ecosystems across multiple brands. Serving as a bridge between marketing, analytics, technology, website operations, eCommerce, and external partners, this leader will drive cross-functional collaboration, guide high-performing teams, and develop innovative, data-driven growth solutions that improve customer engagement, operational efficiency, and business performance.

This position operates within a marketing shared-services structure, partnering closely with Brand’s Leads, Operations, Website, Content, and Creative teams to deliver measurable business outcomes. This position reports directly to the Senior Director of Digital Marketing. Candidates must be able to work onsite at the Carrollton Headquarters 3-days per week.

Requirements

• Bachelor’s degree in Marketing, Advertising, Communications, Digital Marketing or equivalent
• 7+ years of experience in email marketing, CRM, or lifecycle marketing in an agency, with B2B brands, or enterprise-level brands or multi-location business models
• Experience leading cross-functional teams and enterprise-level initiatives
• Strong understanding of APIs, integrations, automation platforms, and customer data ecosystems
• Hands-on experience with marketing automation platforms (e.g., HubSpot, Salesforce, Klaviyo, etc.)
• Strong understanding of segmentation, personalization, and customer journey mapping
• Analytical mindset with ability to interpret data and translate into action
• Excellent interpersonal, communication, and problem-solving skills
• Ability to listen and respond to people in a calm, thoughtful, and professional manner
• Demonstrable email experience and analytics tools knowledge
• Positive attitude, detail-oriented with good multitasking and strong organizational abilities

Nice To Haves

• Experience in multi-brand, franchise, multi-location, or enterprise environments preferred

Responsibilities

• Define and lead lifecycle marketing strategy across all brands
• Establish customer journey frameworks and lifecycle standards
• Identify opportunities to improve customer acquisition, retention, loyalty, and customer lifetime value
• Develop roadmap for CRM, lifecycle marketing, and customer engagement programs
• Support the organization's AI readiness by ensuring marketing systems, data architecture, and governance practices can effectively support emerging AI applications and automation workflows
• Establish best practices for AI-generated content, customer communications, data privacy, compliance, and responsible AI usage within marketing operations
• Evaluate, implement, and optimize AI-powered marketing technologies, customer intelligence platforms, predictive modeling solutions, and automation tools
• Lead marketing technology strategy and platform roadmap
• Oversee CRM, marketing automation, customer data, and audience management ecosystems
• Partner with IT, developers, vendors, and agencies on integrations and data architecture
• Ensure proper customer data governance, tracking, attribution, and audience synchronization
• Understand and document integrations between CRM, eCommerce, POS, websites, marketing automation, analytics, and third-party platforms
• Collaborate with developers and technical partners to troubleshoot API, tracking, automation, and attribution issues
• Support implementation and optimization of customer data architecture and audience synchronization strategies
• Ensure proper tracking, tagging, event flow, and attribution across digital touchpoints
• Identify inefficiencies, gaps, and opportunities within existing marketing technology ecosystems
• Oversee website operations and eCommerce platform optimization initiatives
• Identify opportunities to improve customer and franchisees experience, platform adoption, conversion rates, and operational efficiency
• Support integration of CRM, website, and eCommerce systems into a unified customer journey
• Establish and lead a scalable CRM operating model across the organization, including strategy, governance, adoption, data management, and customer engagement best practices
• Lead and mentor CRM, Email Marketing, MarTech, Website Operations, and eCommerce teams
• Establish scalable processes, documentation, governance, and best practices
• Manage vendor relationships, platform evaluations, and technology investments
• Drive cross-functional alignment across marketing, creative, analytics, technology, and operations teams
• Drive CRM adoption, utilization, and business impact across the franchise network by establishing operational standards, customer engagement best practices, training programs, and performance measurement frameworks
• Lead the development and rollout of franchise CRM programs, ensuring successful adoption through education, enablement, best-practice development, performance tracking, and ongoing partnership with franchise owners and operations teams
• Define KPIs and reporting frameworks for CRM, lifecycle marketing, website, and eCommerce initiatives
• Monitor program performance and identify opportunities for optimization
• Drive measurable improvements in engagement, retention, conversion, and revenue performance

Benefits

• Employer sponsored medical and dental plans
• Voluntary benefits such as vision, critical illness, accident, and pet insurance
• 100% Employer sponsored Short-Term Disability, Long-term Disability, and Basic Life Insurance
• Retirement Savings employer match up to 3% and 100% vested
• Generous paid time off policies
• Paid Parental Leave for mothers and fathers

What This Job Offers

• Job Type: Full-time
• Career Level: Director