Senior CRM Marketing Manager

Trulieve•Tallahassee, FL

1d•Remote

About The Position

The Senior CRM Marketing Manager owns Trulieve’s CRM strategy, customer experience vision, operational framework, and long-term scalability across lifecycle marketing, loyalty, acquisition, automation, CDP-enabled personalization, and AI-enhanced marketing. The role defines the roadmap for hyper-personalized customer journeys and develops CRM into a scalable growth channel. The position leads and develops Senior Digital Marketing Specialists, establishes execution standards, and oversees CRM operations, platforms, vendors, offer decisioning, data readiness, performance measurement, and cross-functional alignment. It also guides CRM readiness for new markets and major launches, evaluating and adopting capabilities such as AI, predictive analytics, journey orchestration, automation, and personalization while maintaining appropriate governance and operational discipline. This role is remote, with candidates in Florida, Pennsylvania, Georgia, Ohio, Connecticut, West Virginia, or Maryland preferred. It reports to the Director, CRM & Loyalty Marketing, Digital Marketing. Salary is commensurate with experience, and paid time off is included in a comprehensive benefits package.

Responsibilities

Define and own CRM strategy across lifecycle marketing, personalization, loyalty, retention, acquisition, automation, and customer experience.
Establish strategic guardrails for segmentation, testing, cadence, and channel mix, and identify opportunities for scaled optimization.
Own customer journey mapping, planning, and execution across acquisition, onboarding, engagement, loyalty, winback, reactivation, and retention.
Build and maintain a CRM roadmap that aligns lifecycle initiatives, CDP capabilities, automation, testing, AI enhancements, and personalization use cases with a long-term vision.
Use customer data, behavioral signals, lifecycle triggers, and AI-powered decisioning to develop personalized customer experiences at scale.
Manage, develop, coach, and set priorities for Senior Digital Marketing Specialists; define role ownership, execution standards, and a culture of learning and shared knowledge.
Ensure CRM operations are scalable and resilient across markets, and oversee CRM platform health, administration, integrations, releases, feature adoption, documentation, and governance.
Establish and oversee process design, quality assurance, monitoring, incident response, documentation, and risk management for CRM operations.
Manage CRM platform, agency, and technology vendors, including scope, timelines, deliverables, service levels, quality expectations, documentation, budgets, and accountability.
Own offer decisioning strategy and operations, including eligibility, suppression, prioritization, arbitration, contact rules, testing, measurement, and governance.
Partner with loyalty, analytics, technology, merchandising, ecommerce, and operations to make offers accurate, relevant, financially responsible, and executable across channels.
Translate customer signals, lifecycle stage, affinity, behavior, and business rules into scalable next-best-action and next-best-offer experiences.
Maintain expertise across email, SMS/MMS, mobile push, in-app, web, app, paid-media audiences, and emerging CRM channels.
Monitor ecosystem changes involving mobile operating systems, device privacy, deliverability, consent, attribution, app capabilities, and platform policies; translate changes into business and technical actions.
Evaluate and adopt automation, predictive analytics, AI-assisted orchestration, and agentic workflows within governance and measurement guardrails.
Identify relevant customer, transaction, behavioral, digital, retail, loyalty, service, and operational data, and partner with stakeholders to make usable data available to CRM systems.
Ensure data pipelines provide clean, complete, timely, validated, and documented data to CRM, CDP, decisioning, reporting, and activation platforms.
Establish data-quality standards for identity resolution, consent, customer attributes, event definitions, taxonomy, suppression, deduplication, latency, reconciliation, and downstream usability.
Create escalation and remediation processes for data gaps, broken feeds, schema changes, volume shifts, and platform discrepancies.
Set CRM KPI, reporting, and insights expectations; translate performance trends into strategic recommendations and align testing with broader business goals.
Serve as the primary CRM stakeholder for leadership and cross-functional teams, including technology, analytics, creative, brand, acquisition, operations, retail, vendors, agencies, platform partners, and external partners.
Represent CRM in roadmap and resourcing discussions, acquisition planning, customer experience visioning, and go-to-market initiatives; align CRM priorities with brand, loyalty, and personalization plans.
Create and manage cross-functional workflows and recurring meeting cadences to track progress, surface findings, resolve risks and dependencies, document decisions, and report recommendations and outcomes.
Own CRM readiness and strategy for new markets and major launches; lead adoption of new capabilities while balancing innovation with operational discipline.
Manage acquisition-focused CRM initiatives that bring new customers into the ecosystem and connect first-touch experiences to long-term lifecycle value.