Senior Manager, CRM Strategy & Operations

Camping World Holdings, Inc.•Chicago, IL

1d•$91,800 - $140,700

About The Position

Good Sam is moving from scheduled campaigns to lifecycle-triggered journeys. The Senior Manager, CRM Strategy & Operations owns acquisition and engagement across the Loyalty Destinations Publishing (LDP) portfolio, including Good Sam Membership, campgrounds, credit card, and other programs. This role treats acquisition and engagement as a product: planned, tested, measured, and continuously improved against revenue. It shapes how Good Sam acquires new members, converts complimentary members to paid, drives credit card applications, and deepens engagement with campgrounds and membership benefits. The role defines audience strategy and data-driven segmentation, manages multichannel campaigns across email, direct mail, SMS, and other channels, and drives conversion and revenue outcomes. Enrollment and points engagement are key measures of success. The position partners with CRM Strategy, IT/Data Engineering, Business Analytics, Digital Product, and Creative/Brand, balancing strategic planning 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. The role requires deep experience in CRM lifecycle marketing and acquisition or engagement programs, a product management mindset, strong data and testing fluency, and the analytical ability to diagnose issues across complex, multi-system data flows. It also leverages AI and machine learning to improve personalization, send timing, propensity modeling, and operational insights.

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 defining data-driven audience strategy and designing and interpreting A/B, holdout, and incrementality tests to maximize outcomes.
Experience managing acquisition, conversion, and engagement programs, including triggered cadences, propensity-based segmentation, loyalty or points mechanics, and multichannel coordination across email, direct mail, and SMS.
Demonstrated 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.
Background in subscription or membership businesses with recurring revenue models.

Nice To Haves

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 multichannel execution through conversion and revenue reporting, across membership conversion and acquisition, credit card applications, campground engagement, and the Good Sam benefits suite.
Serve as the single point of accountability for acquisition and engagement health, identifying and resolving issues with conversion, campaign delivery, or data flows.
Act as Marketing’s subject matter expert for the Good Sam Loyalty, Destination and Publishing product portfolio, maintaining a unified view of the customer lifecycle across 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 to improve acquisition, conversion, and engagement.
Own a structured testing roadmap covering A/B tests, cadence, offers, channel mix, and audience; document hypotheses, results, 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 acquisition campaigns across email, direct mail, SMS, and other channels, 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 ensure communications are customer-centric, on-brand, and optimized for conversion.
Drive the Good Sam personalization initiative for LDP acquisition and engagement, using customer data, behavioral signals, and program ownership patterns to create more relevant and higher-converting touchpoints.
Coordinate direct mail execution using system-driven automated flat-file data mapping to print vendors.
Ensure deliverability, consent, suppression, and channel compliance—including ISP best practices, CAN-SPAM, TCPA for SMS, and state privacy regulations—are incorporated into audiences and campaigns.
Build and maintain an LDP Acquisition and Engagement Dashboard tracking audience volumes, channel delivery rates, conversion, enrollment, points activity, credit card application and approval rates, cost per acquisition, and revenue per audience.
Configure and manage automated data alerts to detect anomalies at system handoffs, from source platforms through marketing automation to vendor delivery.
Investigate performance variance, diagnose whether issues are upstream, mid-stream, or downstream, propose solutions, and drive the appropriate teams to resolve them.
Own and maintain campaign metadata taxonomy in Claravine across acquisition and engagement campaigns, ensuring consistent tagging, lifecycle-attributed measurement, and clean campaign tracking from send through conversion.
Partner with Business Analytics to develop and maintain 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, flagging gaps, and ensuring monitoring is rebuilt without loss of visibility.
Establish and enforce data contracts with upstream systems, defining expected 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 improve personalization and send timing, build propensity models for complimentary-to-paid conversion, credit card applications, and enrollment, and surface insights that are impractical to uncover through manual analysis.

Benefits

Paid Time Off
401(k)
Employee Assistance Program
Good Sam Roadside Assistance
Discounts
Paid parental leave, subject to eligibility
Tuition reimbursement, subject to eligibility
On-the-job training opportunities
Comprehensive benefit package for full-time associates, including medical, dental, and vision
Dental and vision coverage access for part-time associates