Customer Relationship & Lifecycle Marketing Manager

Customer Relationship & Lifecycle Marketing Manager

Western National Parks (WNP), a nonprofit partner of the National Park Service (NPS) and the United States Forest Service (USFS), is seeking a Full-Time, Customer Relationship & Lifecycle Marketing Manager who will be responsible for developing and executing Western National Parks (WNP's) customer relationship management (CRM) and lifecycle marketing strategy across multiple customer segments, including but not limited to e-commerce retail (the largest customer segment).

Our Marketing and Communications Team is looking for a creative and analytical individual who will serve as the organization's CRM governance leader. The role will be responsible for ensuring consistent customer experiences, effective database management, and coordinated communications across departments to increase customer lifetime value, donor retention, engagement, loyalty, revenue growth, and customer satisfaction.

Job Responsibilities

This role is responsible for the following duties and any related tasks as assigned:

• 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.

CRM Governance

• 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.

Customer Segmentation & Personalization

• 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.

Marketing Automation

• 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.

Analytics & 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.

Voice of Customer

• 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.

Shopify Website

• 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.

Other

• Performs other related duties, as assigned.

Physical Demands

For a specific list of physical demands, please contact Human Resources at Recruiting@wnp.org to request.

Travel

Occasional to frequent travel may be required to the home office in Oro Valley, AZ, events or conferences. Additionally, occasional overnight trips may be required. Additionally, may be required to use personal or company vehicles.

Qualifications

This role must possess advanced to expert knowledge of, skill in, and/or ability in the following:

Knowledge

• CRM strategy and lifecycle marketing best practices.
• Customer journey mapping.
• Customer retention and loyalty strategies.
• Customer segmentation and personalization.
• Data governance and CRM administration.
• Cohort and funnel analysis.
• Voice of Customer methodologies.
• AI-assisted marketing tools.
• Ominchannel marketing.
• Digital channels, cross-channel planning and operations, including email, ESPs, mobile notification platforms, remarketing, email (not required but preferred) operations, deliverability, and marketing automation.
• Shopify analytics, backend support, products, orders, and accounting.
• Knowledge of e-commerce best practices.

Skills

• Strong analytical, project management, organizational, communication, and cross-fuctional collaboration skills.
• Proficiency with CRM and marketing automation platforms, Google Analytics, Shopify, dashboard reporting, customer segmentation, testing, and data visualization.

Abilities

• 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.

Experience

This role must have the following qualifications and/or experience unless otherwise noted:

• 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.
• Experience supporting ecommerce, nonprofit fundraising, membership, travel, or retail organizations preferred.
• Experience with Shopify, Google Analytics, and CRM integrations.
• 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.

What We Can Do For You

We are committed to providing you with an outstanding employee benefits package and support. As a full-time employee, you will be eligible for:

• Choice of 3 premium subsidized PPO Medical plans with built-in HSA or HRA, PPO Dental, Vision, Flex Medical Savings Plan, Dependent Care Savings Plan, Optional Voluntary Term Life, and 403(b) Retirement Plan with a fully vested 100% match up to 8.33% of income after 6 months service.
• Company Paid Benefits include: Short- & Long-Term Disability, a $50,000 Employee Group Life policy, EAP, and Health & Wellness resources.
• Eleven paid holidays, additional paid personal day, accrued paid vacation, and sick time.
• Employee Appreciation: 15% Discount on employee purchases in-store.
• Employee Referral