Manager- CRM and Customer Marketing

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

The Manager of CRM Customer Marketing is responsible for leading the planning, development, and execution of customer-focused marketing initiatives that strengthen engagement, enhance satisfaction, and drive long-term value. This role plans and executes customer database development, segmentation strategy, direct marketing programs, and cross-channel campaign execution to support growth across all products and services.

Essential Duties and Responsibilities

• Lead the development, optimization, and governance of the customer database to support targeted marketing and relationship management efforts.
• Build and leverage CRM system capabilities to accomplish key data insight and marketing execution activities
• Automate repetitive marketing tasks such as list management, reporting, campaign QA, and data hygiene
• Develop and support the implementation of marketing automation opportunities including lifecycle programs, scoring models, and routing rules
• Support the development, management, measurement, and reporting of customer purchase leads
• Develop the proposed annual customer marketing plan and initiative calendar across all product and service lines.
• Facilitate internal communication and alignment of customer marketing plans across cross-functional teams.
• Engage in the creation of communication strategies, messaging frameworks, and digital/creative assets to support direct marketing campaigns.
• Support customer segmentation strategies and assign customer groups to associated account managers
• Create and manage strategies to enhance customer satisfaction and retention, including satisfaction follow-up programs, warranty penetration initiatives, subscription renewals, and lifecycle communications.
• Ensure campaigns are integrated with the company website, paid media efforts (including SEM), and relevant third-party platforms to maximize reach and effectiveness
• Establish clear goals and success metrics for all campaigns.
• Analyze and report performance results at the product, customer segment, and campaign levels, providing insights and recommendations for continuous improvement.

Position Qualifications

• Bachelor’s degree in marketing, Business Administration, Communications, or a related field is required.
• Minimum of 6 years of progressive experience in customer marketing, CRM strategy, direct marketing, or related disciplines.
• Hands-on experience with marketing automation platforms strongly preferred
• Experience building and leveraging Salesforce CRM capabilities strongly preferred
• Experience in industries with complex customer lifecycles (e.g., manufacturing, technology, subscription-based services).
• Strong expertise in customer segmentation, lifecycle marketing, and database-driven marketing strategies.
• Demonstrated success in building and managing multi-channel direct marketing campaigns.
• Hands-on experience with CRM systems, marketing automation platforms, and customer analytics tools.
• Analytical mindset with the ability to translate data into actionable insights.
• Excellent communication, collaboration, and presentation skills.
• Strong organizational and project management capabilities.
• Proficiency with advanced analytics or BI tools (e.g., Power BI, Tableau, SQL).
• Experience managing marketing technology ecosystems, including CRM integration and data hygiene practices.
• 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.