Senior Manager, CRM Strategy & Operations

Camping World • Chicago, IL

1d

About The Position

Good Sam is moving from scheduled campaigns to lifecycle-triggered journeys. This role owns acquisition and engagement for the Loyalty, Destinations, and Publishing (LDP) portfolio, including Good Sam Membership, campgrounds, credit card, and other programs. The role treats acquisition and engagement as products that are planned, tested, measured, and continuously improved against revenue. It shapes how Good Sam acquires members, converts complimentary members to paid, drives credit card applications, and deepens engagement with campgrounds and membership benefits.

The position defines audience strategy and data-driven segmentation, manages multichannel campaigns across email, direct mail, SMS, and other channels, and is accountable for conversion and revenue outcomes. Enrollment and points engagement are key measures of success. The role partners with CRM Strategy, IT/Data Engineering, Business Analytics, Digital Product, and Creative/Brand, balancing strategic direction with hands-on execution. It sits within Good Sam CRM Strategy between planning and execution, reports to the Good Sam Director of CRM, and leads two to three direct reports.

Requirements

• At least 7 years of experience in CRM lifecycle marketing, marketing operations, or a related field, with direct ownership and outcomes for data-driven acquisition and engagement programs across email, direct mail, and SMS.
• Hands-on experience with Salesforce Marketing Cloud, including Journey Builder, Automation Studio, data views, and SQL queries, or similar marketing automation platform technology.
• Ability to independently validate upstream payload integrity and trace data issues across Snowflake/C360 feeds; this is a hands-on diagnostic expectation, not a development expectation.
• Strong analytical skills and ability to build dashboards using AI tooling.
• Fluency in data-driven audience strategy and in designing and interpreting A/B, holdout, and incrementality tests.
• Experience managing acquisition, conversion, and engagement programs, including triggered cadences, propensity-based segmentation, loyalty or points mechanics, and multichannel coordination.
• Ability to apply AI and automation strategically to marketing operations and monitoring to solve operational problems beyond prompt-based productivity.
• Ability to drive outcomes across technical and non-technical teams, including data engineering, product, analytics, and creative, without direct authority.
• Experience managing and developing a small team.
• Product management mindset, with an ability to think in systems, data flows, and process design rather than only campaign execution.

Nice To Haves

• Background in subscription or membership businesses with recurring revenue models.
• Familiarity with personalization strategies and how customer data, behavioral signals, and predictive models improve lifecycle communications.

Responsibilities

• Own the full acquisition and engagement lifecycle, from audience definition and channel execution through conversion and revenue reporting, across membership conversion and acquisition, credit card applications, campground engagement, and use of the Good Sam benefits suite.
• Act as the single point of accountability for acquisition and engagement health, identifying and driving resolution of conversion, campaign delivery, and data-flow issues.
• Serve as Marketing’s subject matter expert for the Good Sam LDP product portfolio and maintain a unified view of customer lifecycle experience across its products.
• Create and maintain the acquisition and engagement lifecycle, including data checkpoints, alert thresholds, escalation protocols, and operational cadences across LDP programs.
• Manage, coach, and develop two to three direct reports, setting priorities, quality standards, and growth plans.
• Define audience strategy using C360 data, propensity and behavioral signals, and suppression logic.
• Own a structured test roadmap covering A/B tests, cadence, offers, channel mix, and audiences; document hypotheses, readouts, and decisions.
• Establish holdouts and incrementality measurement to demonstrate revenue lift.
• Own complimentary-to-paid conversion paths, including audience definition, offer logic, and entry and exit criteria.
• Define and own multichannel acquisition campaigns, including data-driven cadences, segmentation, optimization, and entry and exit criteria.
• Drive enrollment and points engagement programs, including earn, burn, and activation triggers across membership, campgrounds, and benefits usage.
• Partner with CRM creative and content teams to develop customer-centric, on-brand communications optimized for conversion.
• Drive the LDP personalization initiative using customer data, behavioral signals, and program ownership patterns to deliver relevant, higher-converting touchpoints.
• Coordinate direct-mail execution using system-driven automated flat-file data mapping to print vendors.
• Build deliverability, consent, suppression, and channel compliance into audiences and campaigns, including ISP best practices, CAN-SPAM, TCPA for SMS, and state privacy regulations.
• Build and maintain an LDP Acquisition and Engagement Dashboard tracking audience volumes, channel delivery, conversion, enrollment, points activity, credit card applications and approvals, cost per acquisition, and revenue per audience.
• Configure and manage automated alerts to detect anomalies at system handoffs from source platforms through marketing automation and vendor delivery.
• Investigate performance variance, diagnose whether issues are upstream, mid-stream, or downstream, propose solutions, and coordinate resolution with the appropriate teams.
• Own and maintain campaign metadata taxonomy in Claravine to support consistent tagging, lifecycle-attributed measurement, and campaign tracking from send through conversion.
• Partner with Business Analytics on attribution, lifetime value, and cost-to-acquire calculations.
• Coordinate with Data Engineering, Marketing Technology, Business Analytics, Product Marketing, Creative/Brand, credit card partners, and publishing partners to triage and resolve issues through structured project management and clear accountability.
• Serve as the acquisition and engagement subject matter expert during platform migrations, validating data equivalence, identifying gaps, and ensuring monitoring is rebuilt without loss of visibility.
• Establish and enforce data contracts with upstream systems that specify payload schemas, field completeness requirements, and delivery SLAs.
• Run a weekly Acquisition and Engagement stand-up to review dashboard metrics, test results, action items, and resolution timelines.
• Use AI and machine learning to enhance personalization, optimize send timing, build propensity models, and surface insights that would be impractical to find through manual analysis.

Benefits

• Paid time off
• 401(k)
• Employee Assistance Program
• Good Sam Roadside Assistance
• Discounts
• Paid parental leave, if eligibility requirements are met
• Tuition reimbursement, if eligibility requirements are met
• On-the-job training opportunities
• Comprehensive benefit package for full-time associates, including medical, dental, and vision coverage

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Education Level: No Education Listed