Customer Relationship & Lifecycle Marketing Manager

Western National Parks is a nonprofit partner of the National Park Service and the United States Forest Service. The Customer Relationship & Lifecycle Marketing Manager will lead CRM governance and lifecycle marketing across customer segments, developing personalized journeys, automated campaigns, segmentation, analytics, and Shopify e-commerce initiatives to improve engagement, retention, loyalty, revenue, and customer lifetime value.

Responsibilities:

• Develop and execute WNP’s CRM and lifecycle marketing strategy across e-commerce retail, travel, philanthropy, events, internal communications, and business-to-business (B2B) to increase customer acquisition, engagement, retention, donor stewardship, loyalty, and customer lifetime value
• Design, implement, and optimize customer journeys and automated lifecycle campaigns including but not limited to, welcome, cart abandonment, browse abandonment, post-purchase, win-back, donor renewal, and seasonal campaigns using behavioral, transactional, demographic, and engagement data to personalize communications
• Work collaboratively with the WNP marketing team utilizing the graphics and copy provided to ensure brand continuity and consistency
• Recommend and implement strategy to optimize ecommerce results and revenue goals
• Manage and optimize customer lifecycle, understanding customer segments, needs, and behaviors
• Work collaboratively with the WNP marketing team to ensure brand continuity and consistency
• Develop and maintain organization-wide CRM governance, including database standards, segmentation, permissions, data quality, and compliance with privacy regulations
• Coordinate customer communications across departments to reduce audience fatigue, eliminate duplicate messaging, and create a consistent customer experience
• Recommend long-term improvements for customer data management, CRM integrations, and communication governance
• Develop customer segments using lifecycle state, purchase history, donor history, geography, visitation, engagement, and other behavioral data to deliver personalized omnichannel experiences across email, SMS, website, and emerging channels
• Design, build, maintain, and optimize automated marketing workflows and customer journeys
• Develop automated campaigns for onboarding, customer retention, donor stewardship, abandoned carts, browse abandonment, post-purchase engagement, win0back, event marketing, and promotional campaigns
• Continuously improve automation performance through testing and optimization
• Measure and report on CRM performance using dashboards, attribution, cohort and funnel analysis, and customer lifecycle metrics including engagement, retention, conversion, donor retention, and customer lifetime value
• Develop and manage a continuous testing and optimization program using A/B and multivariate testing to improve campaign performance and business outcomes. Translate data into actionable recommendations for business stakeholders
• Collect and analyze customer feedback through surveys, reviews, and other Voice of Customer initiatives
• Share customer insights with cross-functional teams to improve customer experience and marketing effectiveness
• Partner with Marketing and e-commerce to add product to Shopify and optimize site merchandising, customer experience, conversion rates, and average order value
• Manage product catalogs, pricing, inventory tracking, and collection page setups
• Performs other related duties, as assigned

Requirements:

• Bachelor's degree from an accredited college or university in Marketing, IT, Data Analytics, or a closely related field preferred or, equivalent combination of education and experience required
• Five or more years of experience in CRM, lifecycle marketing, customer retention, marketing automation, or digital marketing
• Demonstrated experience developing lifecycle marketing strategies that improve customer engagement and revenue
• Experience creating customer journeys, automated workflows, and personalize communications
• Experience managing CRM platforms such as Klaviyo, HubSpot, Salesforce Marketing Cloud, Braze, Iterable, or similar
• Experience analyzing customer behavior, segmentation, campaign performance, and lifecycle metrics
• Valid REAL ID driver's license
• Ability to pass Western National Park's independent employment background screening that may include, but is not limited to, employment, education, criminal, SSN verification and, professional references as part of its hiring requirements
• Strong analytical, project management, organizational, communication, and cross-functional collaboration skills
• Proficiency with CRM and marketing automation platforms, Google Analytics, Shopify, dashboard reporting, customer segmentation, testing, and data visualization
• Balance strategic planning with hands-on execution
• Translate customer insights into marketing recommendations
• Influence cross-functional stakeholders
• Manage multiple customer lifecycles simultaneously
• Drive customer-centric decision making through data
• Use data-driven analysis to increase customer engagement and loyalty
• Substantiate decisions through data
• Effectively partner and collaborate with Marketing & Communications team
• Knowledge of e-commerce best practices
• Experience supporting ecommerce, nonprofit fundraising, membership, travel, or retail organizations preferred
• Experience with Shopify, Google Analytics, and CRM integrations