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CRM and Loyalty Manager
CRM and Loyalty ManagerGoodwill Southern California • Los Angeles, CA, US
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CRM and Loyalty Manager

CRM and Loyalty Manager

Goodwill Southern California • Los Angeles, CA, US
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  • [job_card.full_time]
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The CRM & Loyalty Manager is responsible for leading the strategy, implementation, and ongoing management of Goodwill Southern California’s Customer Relationship Management (CRM) and Loyalty Program. This role will play a critical part in launching Goodwill SoCal’s first fully integrated CRM and loyalty ecosystem—connecting retail shoppers, donors, e-commerce customers, and program participants into a unified engagement platform.

This position blends data strategy, marketing automation, loyalty program execution, and mission-driven storytelling to drive customer growth, increase retail revenue, deepen donor relationships, and strengthen Goodwill SoCal’s community impact.

Essential Duties & Responsibilities

CRM & Loyalty Program Strategy

  • Lead the end-to-end implementation of Goodwill SoCal’s CRM platform in partnership with internal teams and external system integrators.
  • Develop and manage the strategy for Goodwill SoCal’s loyalty program, including acquisition, engagement, rewards, and lifecycle marketing.
  • Define customer segmentation strategies across key audiences : retail shoppers, donors, e-commerce customers, job program participants, and community supporters.
  • Establish data governance and customer data standards to ensure accuracy, privacy, and compliance.

Campaign Development & Marketing Automation

  • Build and execute CRM-driven campaigns across email, SMS, and digital channels to drive store traffic, conversion, and retention.
  • Create automated customer journeys including welcome flows, win-back campaigns, donor stewardship, and loyalty milestones.
  • Partner with Brand, Retail, Digital, and E-Commerce teams to ensure CRM is embedded across all campaigns.

    • Data, Insights & Performance Optimization

  • Own CRM and loyalty program reporting, KPIs, and insights (e.g., active customers, repeat rate, lifetime value, redemption, churn).
  • Translate customer data into actionable marketing strategies that improve revenue and engagement.
  • Test, optimize, and continuously improve campaigns using A / B testing and performance insights.

    • Cross-Functional Collaboration

  • Serve as the primary CRM & loyalty liaison between Marketing, IT, Retail Operations, E-Commerce, Workforce Development, and Finance.
  • Partner with POS, eBay, and digital platform teams to ensure seamless data integration and customer experience.
  • Collaborate with Compliance and Legal to ensure all communications follow privacy and data regulations.

    • Vendor & Platform Management

  • Manage relationships with CRM platform providers, loyalty vendors, and marketing automation partners.
  • Oversee platform configuration, enhancements, troubleshooting, and roadmap development.
  • Own CRM-related budgets, contracts, and ongoing optimization planning.

    • Success Metrics

  • Growth in loyalty membership and active CRM subscribers.
  • Increase in repeat retail shoppers and donor retention.
  • Lift in campaign conversion and e-commerce engagement.
  • Improved customer lifetime value and store traffic.
  • Successful on-time delivery of CRM & loyalty program launch.

    • Education & Experience

  • Bachelor’s degree in Marketing, Business, Data Analytics, or related field.
  • 5+ years of experience in CRM, loyalty, lifecycle marketing, or marketing automation.
  • Hands-on experience with CRM platforms (Salesforce, Merkle, HubSpot, or similar).
  • Proven success launching or managing a loyalty program in retail or multi-location environments.
  • Strong analytical skills with the ability to interpret customer data and campaign performance.
  • Experience working cross-functionally with IT, Retail Operations, and Digital teams.
  • Experience in nonprofit, mission-driven, or cause-based organizations preferred.
  • Experience with POS, e-commerce, and donor management system integrations preferred.
  • Knowledge of data privacy regulations (CAN-SPAM, CCPA, GDPR fundamentals) preferred.
  • Familiarity with marketing automation, segmentation logic, and customer journey mapping preferred.
  • Strategic thinker with strong execution skills
  • Data-driven with a customer-first mindset
  • Highly organized and detail-oriented
  • Exceptional communication and collaboration skills
  • Mission-aligned with a passion for community impact
  • This position requires local travel, 25% of the time.  A valid driver's license and state-required auto insurance are necessary.
  • Must have advanced knowledge proficiency of computer programs in a Windows environment, including Word, Excel, and E-mail.
  • Background, drug screen, education and employment verification required.

    • The annual base salary range for this position is $105,000 - $120,000. When extending an offer, the following will be considered, but not limited to : the candidate’s key skills, work experience and education, internal peer equity and other considerations permitted by federal, state and local laws.

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