Senior Manager, CRM Lifecycle

Turo•San Francisco, CA

19h•Hybrid

About The Position

As the Senior Manager - CRM, you will lead Turo’s customer marketing strategy across the customer lifecycle globally. You’ll drive business growth through activation, retention and reactivation. You will also grow customer engagement through astute deployment of promotional initiatives and incentives. You will pioneer new customer marketing initiatives such as referral and loyalty programs. This is a leadership role that sits at the intersection of growth, product, tech and data. You will build a high performing team and have support from, our creative studio, agency resources and our CDP/CEP tooling partners to unlock growth.

Requirements

8+ years of CRM experience with proven leadership - ideally in a B2C marketplace or travel/ecommerce environment. This role, along with CRM knowledge requires a strong business and commercial acumen.
Ability to be rooted in customer experience rather than just CRM tactics.
Demonstrated success scaling CRM via building capacity and capabilities.
People management and stakeholder management experience are a must.
Ability to work with agencies and help them prioritize and drive results.
Expertise in core tools: Braze, Segment, MoEngage, Iterable, Promo code tooling, CDPs, measurement tools, etc.
International market experience (multi-country, multi-language)
Ability to influence Product/Engineering roadmaps and communicate ROI/tradeoffs clearly.
Familiarity with experimentation methods, incrementality and causal measurement for CRM.

Nice To Haves

Prior experience launching loyalty programs and referral programs.
Comfort with SQL and/or data warehouses and BI dashboards.

Responsibilities

Set CRM strategy
Define and execute Turo’s CRM strategy across key owned channels including email, push, SMS, and in-app messaging.
Own business and operational KPIs for CRM. You will be accountable for the growing revenue generated from our existing customer base.
Identify the biggest opportunities across the funnel, including activation, retention, reactivation and loyalty.
Develop CRM strategy for specific key business priorities for specific segments and international growth.
Inform CRM Tech and Data Capability Partner with Product, Engineering, MarTech and Data teams to improve CRM infrastructure, orchestration, audience logic, trigger design, and journey execution.
Ensure strong operational foundations for new launches and campaigns, including QA, eligibility logic, experimentation readiness, and scalable execution.
Improve channel performance through better deliverability, frequency management, contact strategy, and cross-channel coordination.
Maximize the feature set available in our MarTech tooling and CEP to deliver optimal customer experience.
Work with the data team to articulate the incremental contribution of CRM as a channel.
Creative optimization, localizations and personalization Partner closely with Brand, Creative, and Customer success teams to ensure communications reflect Turo’s brand voice while delivering against performance objectives.
Adapt global strategy and build campaigns relevant across Turo’s 5 markets - US, CA, UK, FR and AU.
Partner with local teams to find opportunities to deliver hyperlocal messaging across cities, events, and cultural/seasonal moments.
Given that car rental / leasing are infrequent occasions, ensure that customers remain engaged with the Turo as a brand such that Turo is top of mind and considered when the transactional moment arises.
Deliver timely communications around new strategic product releases and updates.
Pioneer new initiatives Be able to pilot large cross functional initiatives such as referral and loyalty programs.
Define business need/impact of new initiatives → identify the resourcing and investment required → build, experiment, launch, iterate and scale new CRM initiatives.
Launch new channels within customer engagement scope.
Leadership & stakeholder management Continue to build the CRM team; develop and mentor CRM specialists; and manage agency/vendor relationships.
Manage stakeholders globally and devise resource allocation to adequately support all markets.
Develop regular cadence for performance reporting results to stakeholders.
Create documentation, CRM playbooks, and governance for teams launching new pages/features.

Benefits

Competitive salary, equity, benefits, and perks for all full-time employees
Employer-paid medical, dental, and vision insurance (Country specific)
Retirement employer match
Learning & Development stipend to invest in your professional development
Turo host matching program
Turo travel credit
Cell phone and internet stipend
Paid time off to relax and recharge
Paid holidays, volunteer time off, and parental leave
For those who are in the office full-time or hybrid we have in-office lunch, office snacks, and fun activities