Lead CRM and loyalty strategy and roadmap, manage Salesforce Marketing Cloud implementations and integrations, execute multi-channel campaigns, drive segmentation and personalization, own performance analytics and ROI, and lead cross-functional teams and external partners to grow revenue and customer lifetime value.
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Job Overview
The Salesforce Marketing Cloud Manager is responsible for leading the strategy, execution, and optimization of CRM and loyalty initiatives to drive revenue growth, customer lifetime value, and program profitability. The role owns end-to-end campaign performance, leveraging Salesforce Marketing Cloud capabilities to deliver data-driven, personalized customer engagement across multiple channels.
This role plays a key leadership function in translating business objectives into scalable CRM strategies, ensuring alignment with commercial goals across fuel and non-fuel businesses.
Role Responsibilities
CRM & Loyalty Strategy (Leadership Ownership)- Lead the development and execution of revenue-driven CRM and loyalty strategies aligned with business objectives.
- Own the CRM and loyalty roadmap, ensuring measurable impact on revenue, retention, and customer lifetime value.
- Define targeting, segmentation, and personalization strategies to maximize commercial outcomes.
- Build business cases, forecast revenue impact, and track ROI of CRM initiatives.
- Own and optimize the use of Salesforce Marketing Cloud modules including Journey Builder, Automation Studio, Email Studio, Mobile Connect, and CDP.
- Drive platform governance, data integrity, and best practices across all CRM operations.
- Collaborate with IT and data teams to enhance platform capabilities, integrations, and scalability.
- Lead implementation of advanced features such as Einstein, Datorama, and real-time personalization.
- Oversee the planning and execution of multi-channel campaigns (email, SMS, push, in-app).
- Ensure campaigns are commercially driven, with clear revenue and performance KPIs.
- Guide lifecycle marketing strategies to improve acquisition, engagement, retention, and cross-sell.
- Lead A/B and multivariate testing strategies to optimize performance.
- Own campaign performance reporting including revenue uplift, incremental GP, and ROI.
- Develop dashboards and reporting frameworks linking CRM performance to business KPIs.
- Generate actionable insights to continuously optimize campaign effectiveness.
- Conduct post-campaign analysis and implement learnings into future planning.
- Define and refine customer segmentation frameworks based on value, behavior, and lifecycle stage.
- Drive advanced personalization strategies to increase conversion and basket size.
- Partner with analytics teams to leverage predictive modeling and AI-driven insights.
- Lead cross-functional collaboration with Marketing, Retail, Digital, and IT teams.
- Manage external agencies and technology partners to deliver high-quality CRM campaigns.
- Mentor and develop CRM team members, ensuring capability growth and best practice adoption.
- Align CRM activities with broader marketing and commercial strategies.
Requirements
- Bachelor’s degree in Business, Marketing, or related field (MBA preferred).
- 7–10+ years of CRM / loyalty / marketing automation experience.
- Strong hands-on expertise in Salesforce Marketing Cloud ecosystem.
- Proven experience managing teams and large-scale CRM programs.
- Advanced knowledge of SQL, data modeling, and analytics.
- Experience in retail, loyalty, or customer-centric industries preferred.
- Strategic thinking with strong commercial acumen
- Leadership and stakeholder management
- Advanced CRM and marketing automation expertise
- Data-driven decision making
- Strong communication and project management skills
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