Senior Manager, CRM & Growth Marketing

The Senior Manager, CRM & Growth Marketing is responsible for leading the optimization and day-to-day operational management of processes, technical systems, and workflows. This role serves as the primary operational owner for Salesforce (lead structure, pipelines, reports, dashboards, data hygiene) to support and optimize ActiveCampaign (other email/SMS automation platforms) and related automation tools. Must have experience leading lifecycle workflows and automation, email campaigns, lifecycle optimization, data quality, reporting and insights.

Responsibilities:

• Oversee Salesforce and ActiveCampaign support and enhancement budgets, ensuring spend aligns with approved forecasts.
• Manage day-to-day platform administration, configuration, troubleshooting, enhancements, and optimization requests across Salesforce.
• Serve as the primary point of contact for Salesforce vendors, including platform upgrades, and support issues.
• Lead lifecycle insights, diagnose conversion challenges, and align system optimizations with operational priorities.
• Maintain accountability for platform-related investments by tracking performance impact, system adoption, and operational efficiency.
• Develop and maintain system documentation, SOPs, training materials, and change management communications.
• Develop and maintain an enhancement roadmap for Salesforce prioritizing improvements based on conversion impact.
• Lead platform training and adoption strategy to ensure concierge managers and franchisees effectively leverage system capabilities.

Scope:

• Design, implement, and optimize lead nurturing workflows, including routing logic, automated follow-up, segmentation, and lead scoring.
• Continuously monitor & refine email/SMS automations to improve prospect engagement and tour scheduling rates.
• Provide lifecycle, data, and system guidance on email strategy to ensure campaigns align with lead-to-tour objectives and Salesforce workflows.
• Consult on A/B testing frameworks (subject lines, segmentation, timing, cadence), supporting analysis and interpretation of results rather than owning execution.
• Build and maintain dashboards and reports that track lead status, follow-up performance, tour completion rates, and operational gaps.

Requirements:

• Experience in CRM management, marketing operations, lifecycle marketing, or lead funnel optimization.
• Significant experience administering and optimizing Salesforce (or similar CRM)
• Advanced expertise in CRM configuration, workflow automation, and lifecycle system design.
• Experience leading the building and optimizing automations within ActiveCampaign or comparable marketing automation tools.
• Ability to interpret system data, troubleshoot issues, and build operational dashboards.