CRM Marketing Manager

CRM Marketing Manager

About the Position:

The eCommerce team powers our US and Canada Columbia.com sites as well as our Customer Care Center. From merchandising and marketing to product management and technology, the consumer is at the center of everything we do. And, the eCommerce team is known for the relentless improvement of the customer experience—always striving for a better, faster, easier experience.

As the CRM Marketing Manager, you will own the strategy, performance, and team responsible for Email and SMS marketing across the business. This is a Manager level role, accountable for delivering business results through both direct leadership and functional strategy.

You will lead a team of CRM specialists across eCommerce marketing, consumer segmentation, and lifecycle automation, ensuring a cohesive and data-driven approach to customer engagement, retention, and lifetime value. This role moves beyond campaign execution to full ownership of the retention marketing function, including team performance, channel strategy, and cross-functional alignment.

You will partner closely with Site, Brand, Loyalty, Analytics, and Technology teams to build scalable lifecycle programs and deliver meaningful, connected customer experiences.

How You’ll Make a Difference:

Team Leadership & Development

• Lead, manage, and develop a team across: eCommerce CRM marketing, Consumer groups / segmentation, Lifecycle automation & journeys, Campaign Execution
• Set clear goals, priorities, and performance expectations aligned to business objectives
• Provide coaching, feedback, and career development to build a high-performing team
• Establish team processes, roles, and ways of working to support scale and efficiency

Retention & Lifecycle Strategy Ownership

• Define and lead the end-to-end retention marketing strategy across Email and SMS, while establishing a roadmap for expansion into emerging CRM channels (e.g., push notifications, RCS, in-app messaging, and other owned communication platforms)
• Establish lifecycle frameworks, segmentation strategies, and personalization approaches that create a cohesive, cross-channel customer experience
• Own the evolution of CRM from channel-specific execution to a holistic, customer-centric engagement ecosystem, ensuring consistency in messaging, timing, and targeting across all touchpoints
• Identify and proactively assess emerging channels and platform opportunities, developing strategies for integration, testing, and scale where they can drive incremental value
• Provide oversight and governance for non-traditional or unmanaged CRM touchpoints (e.g., TikTok Shop communications, marketplace-triggered messaging), ensuring alignment with brand standards, customer experience expectations, and broader lifecycle strategy
• Translate company and eCommerce objectives into integrated retention strategies that span acquisition through re-engagement, across both existing and future channels
• Partner with Product, Technology, and external platforms to influence CRM channel capabilities and roadmap development, ensuring the organization is positioned to leverage new communication channels as they evolve

Channel Performance & Optimization

• Own performance across key KPIs including revenue, engagement, conversion, and active audience sizes
• Oversee campaign calendar, lifecycle journeys, and promotional execution across channels
• Drive a structured test-and-learn strategy across messaging, segmentation, and timing
• Leverage insights and analytics to continuously improve performance and customer experience

Cross-Functional Leadership & Influence

• Partner with Site, Brand, Loyalty, Analytics, and Product teams to deliver integrated customer experiences
• Influence roadmap decisions and advocate for retention and lifecycle priorities
• Translate complex data and channel insights into clear, actionable recommendations for stakeholders
• Ensure alignment between campaign, automation, and broader marketing initiatives

Operational Excellence & Scalability

• Build and evolve scalable CRM processes, tools, and workflows
• Drive marketing automation maturity and lifecycle program sophistication
• Own vendor and platform relationships for Email and SMS
• Identify and resolve operational, technical, and organizational challenges impacting performance

You Are:

A strategic and people-focused leader with a passion for CRM, consumer engagement, and building high-performing teams. Highly organized and able to manage both big-picture strategy and day-to-day execution through others. Data-driven, with a strong ability to translate insights into action. A confident communicator who can influence stakeholders and align cross-functional teams. Focused on continuous improvement, always looking to test, learn, and evolve. A thought leader in the CRM space with a desire to deliver best-in-class email and SMS marketing programs. Passionate about strong customer experiences and driving constant improvement in the brand's relationship with customers. Proactive and self-motivated with a strong sense of ownership and accountability.

You Have:

• Bachelor’s degree or equivalent experience
• 8–10+ years of experience in CRM, lifecycle, or retention marketing preferably in the retail and apparel space
• 2+ years of direct people management experience
• Proven ownership of Email and/or SMS channel strategy and performance
• Strong expertise in segmentation, personalization, and lifecycle marketing
• Experience leading cross-functional initiatives and influencing stakeholders
• Familiarity with enterprise CRM platforms and marketing technologies
• Demonstrated ability to deliver measurable business impact through team leadership

#Hybrid

This job description is not meant to be an all-inclusive list of duties and responsibilities, but constitutes a general definition of the position's scope and function in the company.

Columbia Sportswear Company is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to sex, gender identity, sexual orientation, race, color, religion, national origin, disability, protected Veteran status, age, or any other characteristic protected by law. Columbia Sportswear is committed to working with and providing reasonable accommodation for individuals with disabilities. https://www.eeoc.gov/sites/default/files/2023-06/22-088_EEOC_KnowYourRights6.12.pdf. If you need reasonable accommodation because of a disability for any part of the employment process, please notify your recruiter.

At Columbia Sportswear Company, we’re proud to offer regular full-time employees a benefits package that includes a variety of services and products to help make your life and work more rewarding. Our benefit programs contribute to overall employee well-being by aligning those programs with the fundamental elements of well-being: physical, social/emotional, financial, career and community. Benefits that can protect your family’s financial future and help you save money through our 401k plan plus a generous company match. Columbia offers medical, dental, vision, life Insurance, disability, flexible spending accounts, health savings account, and an assortment of voluntary benefit offerings (accident, critical illness, hospital indemnity, and legal services). In addition, Columbia offers EAP + which is free and confidential 24/7/365 counseling services. We have extensive wellness benefits, employee discounts and a generous time off program available.

If you need an accommodation/adjustment to successfully complete and submit your application, please reach out to AskHR@columbia.com with the Subject: Applicant Assistance Requested.

Key skills/competency

• CRM Marketing Manager
• Email Marketing
• SMS Marketing
• Customer Segmentation
• Lifecycle Automation
• Retention Marketing
• E-commerce Marketing
• Team Leadership
• Cross-functional Collaboration
• Data Analysis