Manager, Digital Marketing - CRM

Walmart•Mississauga, ON

3d•CA$91,900 - CA$126,390•Onsite

About The Position

The Manager, Digital Marketing CRM drives customer engagement, retention, and lifetime value by developing and executing strategic CRM and lifecycle marketing programs by leveraging customer data, insights, and marketing technology. This role works closely with Consumer Insight, Customer Data Platform, Analytics, and Digital teams to identify customer segments, uncover growth opportunities, and develop targeted campaigns, automated customer journeys, and pilot tests. The role monitors customer behavior, ensuring database health, audience quality, and accurate forecasting to support business objectives. Developing compelling, personalized messaging and value propositions to acquire, engage, retain, and reactivate customers is a key responsibility. The Manager, CRM leads the implementation and optimization of lifecycle marketing programs across channels including email, SMS, push notifications, and other owned communication platforms. This role ensures seamless integration between promotional, loyalty, and transactional communications to deliver a consistent and relevant customer experience. Collaboration with Consumer Insight, Customer Care, Loyalty, Merchandining, and Digital teams is essential to improve customer satisfaction, engagement, and long-term loyalty. The Manager, CRM develops testing roadmaps—including segmentation, creative, offers, timing, and journey design—and leverages insights to improve campaign effectiveness. Working in close partnership with Digital, Data, Technology, and Analytics teams, this role helps define customer strategy, optimize marketing investments, and evolve CRM capabilities to support broader business objectives.

Requirements

Bachelor's degree in Marketing, Business, Commerce, or a related field.
5+ years of experience in CRM, lifecycle marketing, digital marketing, or customer marketing.
Experience developing and executing customer lifecycle strategies, retention programs, and personalized marketing campaigns.
Hands-on experience with CRM and marketing automation platforms (e.g., Salesforce Marketing Cloud, Braze, Adobe Campaign, Iterable, Klaviyo, or similar).
Strong understanding of customer segmentation, audience management, personalization, and marketing automation.
Experience working with customer data, analytics, and customer insights to drive business decisions.
Proven ability to develop testing strategies and optimize campaigns through A/B testing and performance analysis.
Strong analytical skills with experience measuring campaign performance, customer engagement, retention, and customer lifetime value.
Experience managing budgets and balancing short-term business objectives with long-term customer growth.
Excellent communication and stakeholder management skills with the ability to influence cross-functional partners.

Nice To Haves

Experience working in retail, eCommerce, loyalty, or omnichannel environments is considered an asset.

Responsibilities

Develops and executes customer lifecycle marketing strategies and CRM programs aimed at increasing customer engagement, retention, frequency, and lifetime value across owned digital channels.
Works closely with Consumer Insight, Customer Data Platform, Analytics, and Digital teams to identify customer segments, uncover growth opportunities, and develop targeted campaigns, automated customer journeys, and pilot tests.
Monitors customer behavior, ensuring database health, audience quality, and accurate forecasting to support business objectives.
Develops compelling, personalized messaging and value propositions to acquire, engage, retain, and reactivate customers.
Leads the implementation and optimization of lifecycle marketing programs across channels including email, SMS, push notifications, and other owned communication platforms.
Ensures seamless integration between promotional, loyalty, and transactional communications to deliver a consistent and relevant customer experience.
Collaborates with Consumer Insight, Customer Care, Loyalty, Merchandising, and Digital teams to improve customer satisfaction, engagement, and long-term loyalty.
Develops testing roadmaps—including segmentation, creative, offers, timing, and journey design—and leverages insights to improve campaign effectiveness.
Helps define customer strategy, optimize marketing investments, and evolve CRM capabilities to support broader business objectives in partnership with Digital, Data, Technology, and Analytics teams.