Sr. Manager, Customer Insights

PGA Tour•Roswell, GA

9d•Onsite

About The Position

The Sr. Manager, Customer Insights leads the strategy and execution of customer segmentation, personalization, and customer master data management across the organization. This role transforms customer data into actionable insights that drive targeted marketing, improve the customer experience, and inform business decisions. The Sr. Manager partners closely with CRM, marketing, data/analytics, technology, and operations teams to ensure customer data is accurate, unified, and effectively leveraged to power segmentation models and personalized engagement at scale. This role is responsible for developing a small team of insights analysts/specialists.

Requirements

Bachelor's degree in Marketing, Statistics, Data Analytics, Business, or a related field; advanced degree a plus.
7–10 years of experience in customer insights, CRM, marketing analytics, or a related field, including experience with customer segmentation and personalization strategy.
3+ years of experience managing or mentoring direct reports.
Proven experience working with customer master data, data governance, or single customer view initiatives.
Proven experience working with Enterprise Data Warehouse tools and governance (SAP and Snowflake a plus).
Proficiency with CRM and customer data platforms (e.g., Salesforce, Salesforce Marketing Cloud, customer data platforms/CDPs) and analytics tools (e.g., SQL, Excel; Tableau or Power BI a plus).
Strong analytical and problem-solving skills, with the ability to translate complex data into clear, actionable business recommendations.
Excellent communication and presentation skills, with experience presenting to senior leadership.
Working knowledge of data privacy regulations (e.g., GDPR, CCPA) as they relate to customer data.
Strategic, data-driven thinker.
Strong people leadership and team development skills.
Skilled cross-functional collaborator and communicator.
Detail-oriented with a focus on data quality and governance.
Adaptable and comfortable managing multiple priorities in a fast-paced environment.

Responsibilities

Design, build, and maintain customer segmentation models (behavioral, demographic, transactional, and value-based) to support marketing, CRM, and personalization initiatives.
Partner with marketing and analytics teams to translate segmentation insights into actionable targeting strategies for campaigns and lifecycle programs.
Continuously test, validate, and refine segmentation frameworks against business performance and evolving customer behavior.
Present segmentation findings and recommendations to marketing leadership and cross-functional stakeholders in clear, business-relevant terms.
Establish and monitor KPIs to measure the effectiveness of segmentation strategies over time.
Own the roadmap for customer personalization across owned channels (email, web, app, and other touchpoints), in partnership with CRM, digital, and creative teams.
Define and prioritize personalization use cases (e.g., dynamic services & loyalty content, product recommendations, triggered messaging) based on customer data and business impact.
Collaborate with marketing technology and engineering teams to implement and scale personalization capabilities within CRM and martech platforms.
Monitor and report on the performance of personalization initiatives, using data-driven insights to iterate and improve results.
Act as Data Steward for the governance, quality, and integrity of the customer master data set, ensuring accuracy, completeness, and consistency across systems.
Partner with Business Technology, Enterprise Data, and CRM teams to maintain a unified customer profile (e.g., single customer view / golden record) across platforms.
Identify and resolve data quality issues, duplicate records, and system integration gaps affecting customer data reliability.
Ensure customer data practices comply with relevant privacy regulations and internal data governance policies.
Stay current on personalization best practices, tools, and industry trends, and recommend enhancements to existing strategy.
Manage, mentor, and develop a team of customer insights analysts/specialists, setting priorities and providing guidance on projects and professional growth.
Serve as the primary liaison between customer insights and CRM, marketing, analytics, BT, and operations teams.
Communicate insights, strategy, and recommendations effectively to senior leadership and non-technical stakeholders.
Contribute to the broader CRM and customer experience strategy, representing the voice of the customer through data.