Sr. Manager, CRM & Lifecycle Marketing

Vera Bradley • Roanoke, IN

1d

About The Position

The Sr. Manager, Customer Relationship & Lifecycle Marketing leads a data-driven, customer-first engagement strategy across the entire lifecycle—from acquisition and onboarding to retention, reactivation, and loyalty. They are accountable for growing the active customer base, improving retention and repeat purchases, increasing lifetime value, and driving measurable revenue through personalized engagement. The role owns audience strategy and segmentation via a CDP, turning customer insights into targeted communications across email, SMS, and direct mail. Acting as the link between data, content, and channel execution, the Manager ensures the right message reaches the right customer at the right time to drive growth, loyalty, and brand affinity. ESSENTIAL DUTIES & RESPONSIBILITIES (Note: Other duties may be assigned) To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Requirements

• Bachelor's degree in marketing, business administration, digital marketing, or a related field; Master's degree or other advanced certifications in marketing or digital marketing preferred.
• 6–10+ years of experience in CRM, lifecycle marketing, or customer engagement within retail, DTC, or consumer brands
• 3+ years of management and leadership experience guiding direct report(s) and working in partnership with data teams, marketing, creative, and channel leads.
• Deep hands-on experience with CDP platforms (e.g., Salesforce CDP, Adobe RT-CDP, Segment, Tealium, mParticle)
• Proven expertise activating audiences across email, SMS, and direct mail
• Strong understanding of customer data, privacy, and consent management
• Highly analytical with the ability to translate data into compelling action
• Comfortable operating at both strategic and executional levels
• Excellent written and verbal communication skills with the proven ability to set and communicate team priorities
• Collaborative while able to influence, lead and build productive teams and cross-functional relationships
• Ability to develop rapport and credibility with senior management and others across the organization
• Proven leadership and managerial skills with the ability to provide performance related feedback
• Proven ability to make business decisions that are consistent with the brand and company objectives
• Exceptional organizational skills with demonstrated ability to prioritize workload, and concurrently manage multiple projects
• Excellent PC skills including Word and Power Point, advanced Excel

Nice To Haves

• Master's degree or other advanced certifications in marketing or digital marketing preferred.

Responsibilities

• Customer Data & Segmentation Owns CDP audience strategy and dynamic lifecycle segmentation
• Identifies product propensity and repurchase opportunities
• Partners with Data Analytics team to ensure data integrity and actionable audience insights
• Lifecycle Strategy & Journey Design Designs and optimizes end-to-end journeys (acquisition, onboarding, engagement, retention, reactivation)
• Builds scalable lifecycle frameworks and automated triggers
• Leverages AI and marketing technology to drive database profitability
• Omni-Channel Activation Leads execution across email, SMS, direct mail, and on-site personalization
• Aligns messaging with brand voice while tailoring to audience segments
• Manages vendor/platform execution and deliverability
• Personalization & Testing Develops a structured testing roadmap (offers, cadence, content, channel mix)
• Uses dynamic content and CDP-driven personalization
• Continuously optimizes based on performance and behavior
• Performance & Insights Owns CRM KPIs (engagement, conversion, revenue, retention, LTV, churn)
• Delivers performance insights to leadership
• Translates learnings into broader marketing and merchandising impact
• Cross-Functional Leadership Collaborates across Data, Creative, Digital, Merchandising, and Product teams to ensure cohesive, insight-led customer experiences

Benefits

• Health Benefits VRA offers a variety of medical, dental and vision programs to meet your family’s health care needs. Medical plan options including both a HDHP/HSA plan and a PPO plan Dental Vision Flexible spending accounts
• Survivor Benefits Life insurance provides peace of mind for your family should the unexpected happen. Employer provided 2X your salary in life insurance Accidental Death and Disability insurance Voluntary life insurance for you, your spouse and your children
• Income Protection If you are unable to work due to illness or injury VRA provides several programs to protect your income at no cost to you. Short-term disability Long-term disability Paid family medical leave
• Retirement Plan The VRA 401k plan helps you accumulate savings for retirement 401k with generous company match, immediate vesting (age and service requirement) Strong line up of professionally managed funds Safe-harbor plan design
• Paid Time Off Enjoy generous time off programs. Earn up to 3 weeks of paid time off in your first year of employment with opportunity to earn more 9 paid holidays a year Paid bereavement leave
• Give Back Opportunities VRA offers the opportunity to serve your community. Voluntary Time Off
• Holistic Wellness Access to a variety of financial, physical, and mental wellness experts Employee Assistance Program with access to work/life wellness support including no cost unlimited telephonic counseling services Opportunities for leadership development, skill development and career advancement
• Product Discount Generous employee discount on Vera Bradley products
• Ancillary Benefits and Programs Bonus opportunity, identity protection, legal services, pet insurance, cell phone discount, employee referral bonus, annual birthday gift, DailyPay, corporate fitness facility and individual policies through Aflac

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level