Senior Manager, CRM Personalization

Bright Horizons•Newton, MA

21h•Hybrid

About The Position

We are seeking a highly motivated and experienced Senior Manager, CRM Personalization to join our Lifecycle Marketing team that will focus on our personalization efforts. This role will be responsible for developing and executing personalized experiences that drive customer engagement, retention, and growth. The ideal candidate will have a deep understanding of creating personalization strategies, customer behavior, data analytics, and best practices in email & digital marketing. This is a hybrid position requiring 3 days a week onsite at our headquarters in Newton, MA. Bright Horizons is a leading education and care company that helps employees thrive at work and at home by partnering with employers to offer high-quality child care, elder care, and educational support. Our workplace reflects this commitment—with collaborative environments, meaningful benefits, and a culture that supports both career growth and personal well-being. Whether you’re caring for children or powering the systems and partnerships that make it all possible, at Bright Horizons, you’re the difference.

Requirements

Bachelor’s degree in Marketing, Business, or a related field
5-7 years of experience managing email marketing campaigns with a focus on consumer strategy
1-2 years of experience managing direct reports

Nice To Haves

Master’s degree
Proven track record of managing successful email marketing programs, test & learn agendas, and driving measurable results
Strong analytical skills with proficiency in Salesforce Marketing Cloud and Qlik (or related program); experience in Microsoft Dynamics a plus.
Excellent project management skills, with the ability to manage multiple projects and deadlines.
Strong understanding of email marketing best practices, deliverability, and data privacy regulations.
Exceptional communication and interpersonal skills, with the ability to collaborate effectively across departments.

Responsibilities

Design and execute comprehensive, personalized email marketing strategies that align with business goals, enhancing customer journeys and maximizing ROI.
Oversee the planning, execution, and analysis of Bright Horizons personalized email campaigns and site experiences, including welcome series, cart abandonment, re-engagement, and lifecycle campaigns.
Utilize analytics to monitor campaign performance, analyze customer behavior, and identify opportunities for optimization. Create reports and dashboards to communicate results to stakeholders.
Work closely with marketing, analytics, product, and operation teams to ensure alignment on messaging, audience targeting, and overall marketing objectives.
Develop advanced segmentation strategies and personalization to enhance engagement and drive conversions. Implement A/B testing methodologies to optimize & refine campaign content, subject lines, and send times for optimal performance.
Mentor and manage a team of email marketing specialists, providing guidance on best practices, professional development, and performance management.
Stay up-to-date with industry trends and best practices in email marketing & personalization. Ensure compliance with email marketing regulations, including GDPR and CAN-SPAM compliance.