Manager, Email Marketing & CRM

Wella

2d•$95,000 - $120,000•Hybrid

About The Position

We are seeking a dynamic and results-oriented Manager, CRM to lead CRM strategy and execution across our B2B and DTC channels, transforming CRM from a messaging engine into a strategic growth lever for the business. This role will be responsible for executing data-driven CRM programs, managing personalized customer experiences, and aligning cross-functional teams toward measurable business growth. This role will support both B2B initiatives through our professional platform (Wella Professional Store) and DTC CRM across our brand .com sites. As the function matures, there is potential for this role to expand into loyalty program management. The ideal candidate will bring a blend of analytical rigor and creative thinking, combining technical platform expertise with a strong understanding of customer-centric design and brand storytelling.

Requirements

Bachelor’s degree in Marketing, Economics/Analytics, Communications or related degree; Candidates with a minimum of 6 years of relevant professional experience will also be considered
4–6+ years of experience in CRM, lifecycle marketing, and data-driven marketing
Experience supporting CRM programs across both B2B and DTC/B2C environments
Strong working knowledge of CRM platforms, data integration, and marketing automation tools
Familiarity with LTV modeling, attribution methodologies, and performance analytics
Effective communication and stakeholder management skills with the ability to collaborate cross-functionally
Ability to leverage data/insights to continuously optimize strategy, growth, and business actions
Curiosity and enthusiasm for the beauty industry — a pulse on consumer trends, product experience, and brand culture

Responsibilities

Own CRM strategy and execution across B2B (My Wella Store) and DTC (brand .com sites), driving personalized, channel-appropriate customer experiences
Design and execute customer segmentation, lifecycle marketing, and targeted campaign strategies that improve retention, engagement, and conversion
Manage CRM data infrastructure, platform integrations, and CDP/API connections to enable effective campaign execution
Apply analytics to measure and optimize performance — including LTV analysis, attribution modeling, and ROI reporting
Partner with brand and creative teams to ensure CRM campaigns reflect brand identity and deliver a premium, cohesive experience across all touchpoints
Ensure compliance with global data privacy, security, and governance standards
Position may evolve to include loyalty program design and management as the function scales