The CRM Manager, Email & SMS Activation is responsible for driving revenue performance through the activation of promotional and lifecycle campaigns across Email and SMS. This role owns the channel activation plan and is accountable for delivering revenue targets by ensuring campaigns are executed flawlessly, launched on time, and continuously optimized.
This role partners closely with CRM Strategy, Loyalty, Creative, Analytics, Brand teams, and CRM Operations. While CRM Ops manages technical build and deployment, this role is responsible for ensuring campaigns are set up to perform, measured correctly, and improved through structured test-and-learn.
Key Responsibilities
Revenue & Performance Ownership
- Own revenue delivery for Email and SMS by managing campaign readiness, execution quality, and ongoing optimization
- Monitor daily/weekly channel performance and flag risks, opportunities, and actions needed to hit revenue goals
- Partner with CRM Strategy and Analytics to identify performance drivers and recommend improvements to targeting, cadence, creative, and offer strategy
Campaign Activation & Orchestration
- Own the activation workflow for Email and SMS campaigns from intake through deployment, partnering with CRM Ops for build, QA, and send execution
- Translate campaign strategy into clear activation requirements (audience, personalization, creative specs, timing, channel mix, measurement)
- Manage campaign timelines, stakeholder inputs, approvals, and readiness to ensure launches happen on time and perform as intended
Customer Experience, Targeting & Personalization
- Define targeting and segmentation requirements in partnership with CRM Strategy and customer data teams
- Ensure personalization inputs are clearly defined and correctly implemented by CRM Ops
- Maintain a customer-first view across Email and SMS to ensure communications are cohesive, relevant, and aligned to lifecycle needs
Performance Reporting & Optimization
- Deliver campaign performance reporting and insights across key KPIs (revenue, conversion, CTR, opt-outs, deliverability)
- Drive continuous improvement through structured A/B testing and optimization of creative, cadence, and targeting
- Partner with CRM Ops to ensure learnings are operationalized into repeatable playbooks and processes
Process, Governance & Operational Excellence
- Ensure campaigns follow consistent governance standards including tracking/tagging, QA requirements, compliance, and documentation
- Maintain activation playbooks, campaign briefs, and repeatable workflows to improve speed, quality, and performance
- Support improvements to CRM execution processes and ways of working across Email and SMS