CRM & Email Marketing Manager — B2B/DTC Growth

Wella Company; California (MO); Hybrid; USD 95,000 - 120,000; Full time

Benefits offered by this job

Health insurance

Life and disability insurance

401(k) retirement plan

Paid holidays and PTO

Job summary

Wella Company in Calabasas, CA, hybrid role seeks a Manager, Email Marketing & CRM to lead CRM strategy and execution across B2B and DTC, transforming CRM from a messaging engine into a growth lever. You will manage data‑driven programs, personalized experiences, and align cross‑functional teams toward measurable business growth.

The ideal candidate has 4–6+ years in CRM, lifecycle marketing, and data‑driven marketing, with experience across B2B and DTC.

Qualifications

• Bachelor's degree in Marketing, Economics/Analytics, Communications or related degree; Candidates with a minimum of 6 years of relevant professional experience will also be considered
• 4–6+ years of experience in CRM, lifecycle marketing, and data-driven marketing
• Experience supporting CRM programs across both B2B and DTC/B2C environments
• Strong working knowledge of CRM platforms, data integration, and marketing automation tools
• Familiarity with LTV modeling, attribution methodologies, and performance analytics
• Effective communication and stakeholder management skills with the ability to collaborate cross-functionally
• Ability to leverage data/insights to continuously optimize strategy, growth, and business actions
• Curiosity and enthusiasm for the beauty industry — a pulse on consumer trends, product experience, and brand culture

Responsibilities

• Own CRM strategy and execution across B2B (My Wella Store) and DTC (brand .com sites), driving personalized, channel-appropriate customer experiences
• Design and execute customer segmentation, lifecycle marketing, and targeted campaign strategies that improve retention, engagement, and conversion
• Manage CRM data infrastructure, platform integrations, and CDP/API connections to enable effective campaign execution
• Apply analytics to measure and optimize performance — including LTV analysis, attribution modeling, and ROI reporting
• Partner with brand and creative teams to ensure CRM campaigns reflect brand identity and deliver a premium, cohesive experience across all touchpoints
• Ensure compliance with global data privacy, security, and governance standards
• Position may evolve to include loyalty program design and management as the function scales

Skills

CRM platforms

Lifecycle marketing

Data-driven marketing

Marketing automation tools

LTV modeling

Analytics

Stakeholder management

Education

Bachelor's degree in Marketing or related field

Tools

Marketing automation tools

CDP integrations

Data integration

Job description

Wella Company in Calabasas, CA, hybrid role seeks a Manager, Email Marketing & CRM to lead CRM strategy and execution across B2B and DTC, transforming CRM from a messaging engine into a growth lever. You will manage data‑driven programs, personalized experiences, and align cross‑functional teams toward measurable business growth.

The ideal candidate has 4–6+ years in CRM, lifecycle marketing, and data‑driven marketing, with experience across B2B and DTC.