Senior CRM Marketing Manager

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If you have passion for helping others and want to make a meaningful impact through your work, this may be the role for you. Our plants are hand-grown in carefully controlled environments designed to minimize unwanted chemicals and pests, keeping the cultivation process as natural as possible every step of the way.

Remote Work Available: Yes

Title: Senior CRM Marketing Manager

Marketing Reports to: Director, CRM & Loyalty Marketing, Digital Marketing

Location: Remote (eastcoast) in FL,PA, GA,OH, CT, WV, MD preferred

CRM Strategy & Direction

• Define and own the overall CRM strategy across lifecycle, personalization, loyalty, retention, acquisition, automation, and customer experience.
• Establish strategic guardrails for segmentation, testing, cadence, and channel mix.
• Identify optimization opportunities at scale (new use cases, automation, advanced targeting).
• Own customer journey mapping, journey planning, and journey execution across acquisition, onboarding, engagement, loyalty, winback, reactivation, and retention moments.
• Build and own the CRM roadmap, ensuring lifecycle initiatives, CDP capabilities, automations, testing plans, AI enhancements, and personalization use cases ladder up to a clear long-term vision.
• Champion hyper-personalization at scale by turning customer data, behavioral signals, lifecycle triggers, and AI-powered decisioning into relevant, timely, and genuinely delightful customer experiences.
• Manage, develop, and set clear priorities for the Senior Digital Marketing Specialists, ensuring the team has the skills, context, tools, and accountability needed to deliver consistently.
• Coach team members on prioritization, decision-making, operational tradeoffs, platform ownership, and cross-functional leadership.
• Build a team culture focused on continuous learning, proactive problem-solving, documentation, and shared knowledge across channels and platforms.
• Ensure CRM operations are scalable, repeatable, and resilient across all markets.
• Own the day-to-day health and long-term evolution of CRM platforms, including administration standards, access, integrations, releases, feature adoption, documentation, and platform governance.
• Own high-level process design , governance, QA, monitoring, incident response, and documentation standards.
• Oversee risk management related to launches, outages, compliance, platform dependencies, and ecosystem changes.
• Manage CRM platform, agency, and technology vendors by defining scopes, timelines, deliverables, service levels, QA expectations, documentation, budgets, and accountability.
• Set a high bar for vendor partnership: vendors should accelerate execution and expertise, not become the sole source of truth for strategy, platform knowledge, testing, validation, or day-to-day decision-making.
• Own the offer decisioning strategy and operating model, including eligibility, suppression, prioritization, arbitration, contact rules, testing, measurement, and governance.
• Partner with loyalty, analytics, technology, merchandising, ecommerce, and operations to ensure offers are accurate, relevant, financially responsible, and executable across channels.
• Translate customer signals, lifecycle stage, affinity, behavior, and business rules into scalable next-best-action and next-best-offer experiences.
• Maintain current expertise in email, SMS/MMS, mobile push, in-app, web, app, paid-media audiences, and emerging CRM channels, including evolving best practices in omnichannel integration, AI, privacy, and security.
• Monitor and prepare for ecosystem changes- including iOS and Android upgrades, device-level privacy controls, deliverability requirements, consent expectations, attribution changes, app capabilities, and platform policy updates- translate them into clear business and technical actions.

Enterprise Data & Pipeline Readiness

• Proactively identify and assess relevant customer, transaction, behavioral, digital, retail, loyalty, service, and operational data available across the company.
• Partner with data, analytics, engineering, technology, product, ecommerce, retail, compliance, and business owners to define source-of-truth requirements and make usable data available to CRM systems.
• Ensure data pipelines provide a clean, complete, timely, validated, and well-documented entry into CRM, CDP, decisioning, reporting, and activation platforms, with monitoring and clear ownership for quality issues.
• Establish data-quality standards for identity resolution, consent, customer attributes, event definitions, taxonomy, suppression logic, deduplication, latency, reconciliation, and downstream usability.
• Create an escalation and remediation process for data gaps, broken feeds, schema changes, unexpected volume shifts, and platform discrepancies before they affect customers or reporting.

Performance Management & Insights

• Set expectations for KPIs, reporting frameworks, and insights across CRM.
• Translate performance trends into strategic recommendations for leadership.
• Ensure testing frameworks align with broader business goals—not just channel metrics.
• Act as the primary CRM stakeholder for leadership, technology, analytics, creative, brand, acquisition, operations, retail, vendors, agencies, platform partners, and external partners.
• Align CRM priorities with:
  1. Brand strategy
  2. Represent CRM in roadmap planning, resourcing discussions, acquisition planning, customer experience visioning, and GTM initiatives to ensure cross-functional teams are building toward the same customer-first future.
  3. Partner cross-functionally to manage CRM vendor inputs, translate business needs into clear requirements, hold partners accountable to outcomes, and ensure internal teams retain ownership of strategy, customer experience, and decision-making.
  4. Create and manage cross-functional workflows and recurring meeting cadences to track progress, surface findings, resolve risks and dependencies, document decisions, and clearly report strategic recommendations and outcomes to leadership and key stakeholders.
  5. Own CRM readiness and strategy for new markets and major launches .
  6. Lead adoption of new capabilities, including platform features, AI enhancements, journey orchestration, predictive audiences, automation, and personalization at scale.
  7. Manage acquisition-focused CRM initiatives that bring new customers into the ecosystem and connect first-touch experiences to long-term lifecycle value.
• CRM strategy is clear, scalable, and aligned to business goals
• CRM performance improves consistently across markets
• Leadership trusts CRM as a growth-driving channel
• Vendors are managed with clear expectations, strong accountability, and healthy partnership boundaries

Act as the primary CRM stakeholder for leadership, technology, analytics, creative, brand, acquisition, operations, retail, vendors, agencies, platform partners, and external partners.

Align CRM priorities with:

1. Brand strategy
2. Represent CRM in roadmap planning, resourcing discussions, acquisition planning, customer experience visioning, and GTM initiatives to ensure cross-functional teams are building toward the same customer-first future.
3. Partner cross-functionally to manage CRM vendor inputs, translate business needs into clear requirements, hold partners accountable to outcomes, and ensure internal teams retain ownership of strategy, customer experience, and decision-making.
4. Create and manage cross-functional workflows and recurring meeting cadences to track progress, surface findings, resolve risks and dependencies, document decisions, and clearly report strategic recommendations and outcomes to leadership and key stakeholders.
5. Own CRM readiness and strategy for new markets and major launches .
6. Lead adoption of new capabilities, including platform features, AI enhancements, journey orchestration, predictive audiences, automation, and personalization at scale.
7. Manage acquisition-focused CRM initiatives that bring new customers into the ecosystem and connect first-touch experiences to long-term lifecycle value.

CRM strategy is clear, scalable, and aligned to business goals

CRM performance improves consistently across markets

Leadership trusts CRM as a growth-driving channel

Vendors are managed with clear expectations, strong accountability, and healthy partnership boundaries

Trulieve provides equal employment opportunities to all employees and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, pregnancy or any other characteristic protected by federal, state or local laws.