Senior Manager, CRM, Email and SMS Activation

THIS ROLE CAN BASE OUT OF JERICHO, NY; ATLANTA, GEORGIA: CHICAGO, ILLINOIS; OR COLUMBUS OHIO. The Sr. Manager, CRM, 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 Qualifications • 4–7+ years of experience in CRM, lifecycle marketing, or digital marketing with Email and SMS activation experience • Demonstrated ability to own and deliver revenue outcomes through CRM channels • Strong understanding of Email and SMS best practices including compliance (CAN-SPAM, TCPA), deliverability, and customer experience • Proven ability to work effectively with CRM Operations teams and manage cross-functional execution in a matrixed environment • Highly organized with strong project management skills and attention to detail • Data-driven mindset with ability to interpret results and turn insights into performance improvements • eCommerce and/or retail experience preferred