Senior Manager, CRM Marketing – Lifecycle & SMS

Vitamin Shoppe•Secaucus, NJ

2d•$115,000 - $130,000

About The Position

Overview The Senior Manager, CRM Marketing – Lifecycle & SMS drives the strategy, development, and optimization of lifecycle, behavioral, and SMS programs across The Vitamin Shoppe’s CRM ecosystem. SMS is a channel with tremendous growth opportunity, and this position will play a key role in building the channel’s future while expanding opportunities for personalization and lifecycle communication in email and across channels. This role drives retention, engagement, and customer lifetime value by orchestrating cross-channel automation and personalization strategies. The position reports to the Director of CRM.

Requirements

Bachelor’s degree in a related field (MBA preferred)
6–10 years of CRM, lifecycle, or retention marketing experience with proven success across multi-channel programs
Hands-on expertise with CRM Systems (Attentive preferred)
Strong understanding of segmentation, data strategy, and campaign analytics
Experience managing vendor partnerships and influencing cross-functional teams
Excellent project management and communication skills with executive presence
Strategic thinker with ability to execute, test, and optimize complex automation journeys

Nice To Haves

Familiarity with loyalty marketing, predictive modeling, and retention KPIs preferred

Responsibilities

Own and lead all SMS programs from strategy through execution — including promotional, triggered, and automated campaigns via Attentive.
Work with the Director, CRM to execute against a roadmap while operating within channel budgets
Lead the strategy, development, and optimization of all lifecycle and behavioral email journeys across Responsys and Insider, including acquisition, onboarding, replenishment, churn mitigation, and reactivation programs.
Partner with the Sr. Manager, CRM Marketing - Email to ensure alignment and synergy across triggered, behavioral, and promotional messaging.
Collaborate with Loyalty and Analytics to define behavioral triggers, interpret insights, and translate findings into actionable marketing strategies.
Serve as the primary liaison for key CRM partners (Attentive, Insider, Movable Ink, Responsys) and lead roadmap discussions and innovation initiatives.
Develop annual lifecycle and SMS channel roadmaps, testing strategies, and personalization enhancements that increase retention and repeat purchase rates.
Oversee campaign reporting, interpret performance trends, and present insights to inform business strategy and drive ROI.
Partner with IT and Data teams to maintain trigger accuracy, ensure data flow reliability, and enhance automation capabilities.
Provide mentorship and tactical support to CRM specialists, fostering knowledge-sharing and operational excellence.
Contribute to reporting and reviews summarizing CRM performance, insights, and next-step opportunities for senior stakeholders.
Handles day-to-day communications with technology partners (Attentive)
Assist with campaign and journey set up in CRM systems as needed.
Assist with creative ticketing and approval as needed.