Manager, CRM & Lifecycle Marketing

Hibbett•Birmingham, AL

11h•Hybrid

About The Position

The Manager, CRM & Lifecycle Marketing leads Hibbett’s customer lifecycle growth and retention strategies and programs. The role drives customer acquisition, engagement, retention, and lifetime value through Hibbett Rewards, email marketing, mobile marketing—including app marketing and SMS/RCS/MMS—and customer engagement programs such as contests. The manager provides strategic direction and campaign oversight, uses customer and program analytics to identify opportunities, and leads the continued evolution of Hibbett’s CRM and loyalty capabilities. This is a hybrid position based in Birmingham, Alabama, with four days onsite and one remote day each week. Candidates outside the area are expected to relocate; relocation assistance is available for qualified applicants.

Requirements

Bachelor’s degree in Marketing, Business, or a related field, or equivalent work experience.
At least 5 years of experience in CRM, lifecycle, retention, growth, loyalty, or customer marketing.
At least 2 years of experience leading and developing marketing professionals and managing cross-functional initiatives.
Proven experience developing and managing customer marketing strategies across multiple channels and stages of the customer lifecycle.
Strong analytical skills and the ability to translate customer and program performance into actionable business and marketing recommendations.
Experience managing external agencies, vendors, and strategic partners.
Strong strategic thinking, project management, communication, and problem-solving skills.
Ability to balance strategic priorities with day-to-day operational needs in a fast-paced environment.
Familiarity with emerging CRM, loyalty, personalization, AI, and marketing technologies.

Nice To Haves

Experience in retail or e-commerce.

Responsibilities

Lead growth and retention marketing strategies across the customer lifecycle, aligning initiatives with business objectives and driving customer acquisition, engagement, retention, and lifetime value.
Lead the strategy and ongoing evolution of Hibbett Rewards, using member behavior, program performance, and customer insights to strengthen engagement, retention, acquisition, and incremental customer value.
Oversee email and mobile marketing as key channels for activating growth, retention, and business strategies.
Oversee the promotional calendar marketing plan, translating business and promotional priorities into coordinated customer marketing opportunities.
Oversee customer contests and other engagement initiatives to support growth and retention objectives and deliver meaningful customer experiences.
Provide strategic direction, prioritization, and campaign approval across CRM and customer marketing programs, ensuring alignment with customer strategy, business priorities, and available resources.
Lead, coach, and develop the CRM and lifecycle team by establishing priorities, providing direction, and fostering accountability and collaboration.
Use customer, loyalty, and campaign analytics to evaluate performance, identify opportunities, and inform growth, retention, and CRM strategies.
Collaborate with CRM and lifecycle marketing technology partners and agencies to support execution, coordinate deliverables and business needs, manage administrative requirements such as invoices, and identify opportunities to enhance capabilities, including AI, personalization, automation, and customer experiences.
Manage CRM and lifecycle marketing projects and initiatives, coordinating stakeholders, timelines, priorities, and deliverables.
Partner cross-functionally with internal teams to develop and activate customer strategies and initiatives.
Perform additional duties and responsibilities as assigned to support business needs.