Manager, CRM & Personalization, Burger King, US

Restaurant Brands International•Miami, FL

1d•Onsite

About The Position

Burger King is seeking a Manager, CRM & Personalization to drive the evolution of our customer relationship marketing program and deliver highly personalized customer experiences across owned channels. Reporting to the Director, Loyalty & CRM, this role will lead CRM strategy across email, push notifications, SMS, in-app messaging, and emerging channels. The Manager, CRM & Personalization will be responsible for developing lifecycle marketing programs, audience and personalization strategies, and testing roadmaps that drive customer engagement, retention, loyalty participation, and incremental business growth. This role serves as a critical bridge between marketing, analytics, and technology. The ideal candidate combines CRM and lifecycle marketing expertise with a strong understanding of customer data, audience activation, and marketing technology platforms. They are equally comfortable developing customer journeys, influencing cross-functional stakeholders, and partnering with technical teams to bring CRM capabilities to life. A key component of this role will be owning audience activation and personalization through Braze and Hightouch, ensuring customer data is translated into actionable insights, targeted communications, and measurable business outcomes.

Requirements

Bachelor's degree in Marketing, Business, or a related field.
5+ years of experience in CRM, lifecycle marketing, customer engagement, or related disciplines.
Hands-on experience developing and executing CRM programs across email, push notifications, SMS, and in-app messaging.
Experience working with CRM and customer engagement platforms such as Braze, Salesforce, Adobe, or similar platforms; Braze experience preferred.
Experience working with customer data activation and audience management platforms, with Hightouch experience preferred.
Strong understanding of customer segmentation, personalization, lifecycle marketing, and customer journey development.
Experience developing audience strategies and leveraging customer data to drive personalization and lifecycle marketing initiatives.
Experience partnering with Analytics, Data, Product and Engineering teams to implement CRM capabilities and customer data solutions.
Knowledge of customer data structures, customer attributes, event-based marketing, APIs, and marketing technology ecosystems.
Strong analytical mindset with experience interpreting campaign performance and translating data into actionable recommendations.
Excellent project management and stakeholder management skills with the ability to influence cross-functional teams.
Ability to thrive in a fast-paced environment, manage multiple priorities, and drive initiatives from strategy through execution.

Nice To Haves

Experience in loyalty, QSR, retail, ecommerce, or consumer-facing businesses preferred.

Responsibilities

Lead the development and execution of CRM strategies across email, push notifications, SMS, in-app messaging, and other owned channels.
Develop lifecycle marketing programs that drive customer acquisition, engagement, retention, loyalty participation, and reactivation.
Own the CRM communication calendar and lifecycle roadmap, ensuring coordinated and customer-centric experiences across channels.
Lead CRM personalization strategy across owned channels, leveraging customer data, loyalty behaviors, transaction history, and engagement signals to develop audience, segmentation, and journey strategies that deliver relevant and impactful customer experiences.
Own CRM audience activation through Hightouch, partnering with Analytics and Data Engineering teams to ensure reliable customer data flows and operationalize customer audiences, predictive models, and behavioral signals for CRM activation and personalization.
Serve as the business owner and subject matter expert for CRM platforms including Braze and Hightouch, overseeing platform health, data quality, and the development of new CRM capabilities, integrations, customer attributes, events, and automation opportunities.
Lead CRM campaigns from concept through execution, including brief creation, audience strategy, creative development, stakeholder alignment, legal review, and launch coordination.
Partner closely with Loyalty, Media, Analytics, Product, Brand Marketing, and agency partners to deliver integrated customer experiences, while serving as a key CRM stakeholder across the organization.
Manage external agency partners supporting CRM strategy, creative development, and campaign execution.
Own the CRM testing and experimentation roadmap, including A/B and multivariate testing across channels.
Establish measurement frameworks and success metrics for CRM initiatives, partnering with Analytics teams to evaluate program performance, and identify optimization opportunities that drive continuous improvement.