CRM Marketing Lead: Lifecycle & Segmentation

Van Wall Equipment; Urbandale (IA); On-site; USD 78,000 - 108,000; Full time

Job summary

Van Wall Equipment seeks a Manager of CRM Customer Marketing to lead planning, development, and execution of customer-focused marketing initiatives across products and services.

You will build and optimize the customer database, drive segmentation, and manage cross-channel campaigns with a focus on engagement and long-term value. Strong analytics and collaboration with product, sales, and service teams are essential.

Qualifications

• Bachelor’s degree in marketing, business, communications, or related field.
• Minimum of 6 years in customer marketing, CRM strategy, direct marketing, or related roles.
• Hands-on experience with marketing automation platforms.
• Experience building and leveraging Salesforce CRM capabilities.
• Experience in industries with complex customer lifecycles (manufacturing, technology, subscription).
• Strong expertise in customer segmentation and lifecycle marketing.
• Proven success in building and managing multi-channel direct marketing campaigns.
• CRM systems, marketing automation, and customer analytics tools.
• Analytical mindset translating data into actionable insights.
• Excellent communication, collaboration, and presentation skills.
• Strong organizational and project management capabilities.
• Proficiency with BI tools (Power BI, Tableau) and SQL.
• Experience with marketing technology ecosystems including CRM integration and data hygiene."
• Background in developing customer loyalty, retention, or rewards programs.
• Familiarity with A/B testing, personalization engines, and customer journey optimization.
• Strong understanding of SEO/SEM and digital advertising strategies.
• Demonstrated ability to partner with product, sales, and customer service teams to create unified customer engagement strategies.
• Must exemplify Van Wall’s values of Courtesy, Integrity, Innovation, and Respect.

Responsibilities

• Lead CRM database governance and segmentation to enable targeted marketing.
• Leverage CRM capabilities for data insights and marketing execution.
• Automate repetitive marketing tasks such as list management and data hygiene.
• Develop and implement lifecycle programs, scoring models, and routing rules.
• Support development and measurement of customer purchase leads.
• Create annual customer marketing plan and calendar across products.
• Coordinate cross-functional alignment of marketing plans.
• Craft communication strategies and digital assets for campaigns.
• Assign customer groups to account managers for engagement.
• Enhance customer satisfaction and retention through lifecycle communications.
• Integrate campaigns with website, SEM, and third-party platforms.
• Set goals and success metrics for campaigns and report performance.

Skills

CRM strategy

Direct marketing

Lifecycle marketing

Customer segmentation

Data analytics

Marketing automation

Salesforce CRM

Multi-channel campaigns

Education

Bachelor’s degree in marketing, business, or related field

Tools

Power BI

Tableau

SQL

Salesforce

Job description

Van Wall Equipment seeks a Manager of CRM Customer Marketing to lead planning, development, and execution of customer-focused marketing initiatives across products and services.

You will build and optimize the customer database, drive segmentation, and manage cross-channel campaigns with a focus on engagement and long-term value. Strong analytics and collaboration with product, sales, and service teams are essential.