Role Objectives:
The CRM Manager owns the full customer relationship. This role is responsible for activation, engagement, retention, and resurrection through data-driven lifecycle strategies, automation, personalization, and targeted communication. The role is also responsible for overseeing Breadfast's loyalty program and referral program. This role will lead a small team, partner closely with Product, Data, and Marketing, and drive measurable incremental revenue through high-impact CRM initiatives.
Roles & Responsibilities:
- Build and execute the end-to-end lifecycle strategy across all user stages.
- Develop automated journeys, triggers, and experiments to improve activation, engagement, and retention.
- Manage CRM tooling, segmentation, automation logic, and message orchestration.
- Drive personalization and continuous A/B testing across channels (email, push, in-app, SMS, etc.).
- Oversee loyalty and referral programs, optimizing incentive structures and funnel performance.
- Collaborate with Product, Engineering, and Data to build new triggers, improve personalization capabilities, and strengthen tracking.
- Own CRM reporting, measurement, and ROI visibility.
- Identify growth opportunities and forecast CRM-driven revenue and LTV impact.
- Ensure flawless execution of campaigns with high operational reliability.
Required Education, Knowledge, And Skills:
- 5-7+ years of experience in CRM, Lifecycle, or Retention in a high-velocity consumer or marketplace business.
- Strong command of CRM platforms, automation tools, and segmentation workflows.
- Proven track record scaling lifecycle programs with measurable revenue impact.
- Strong analytical ability; fluent in interpreting data to drive decisions.
- Experience managing loyalty or referral programs is a plus.
- Ability to lead a team and collaborate cross-functionally with technical and non-technical teams.
- Ownership mindset, strong execution skills, and a bias for fast iteration.
