Manager, CRM & Lifecycle Marketing

R301US Hibbett Retail, Inc.; United States; On-site; USD 110,000 - 160,000; Full time

Job summary

Hibbett Retail, Inc. in the United States seeks a strategic Manager, CRM & Lifecycle Marketing to drive growth, retention, and lifetime value across the customer lifecycle.

The role shapes customer marketing through Hibbett Rewards, Email, Mobile, and engagement programs, using analytics to identify opportunities. The role leads a CRM & lifecycle team, collaborates with agencies, and oversees campaigns from planning through delivery, ensuring alignment with business priorities and customer

Qualifications

• 5+ years in CRM, lifecycle, retention, growth, loyalty, or customer marketing, preferably retail/e‑commerce.
• 2+ years leading marketing professionals and cross‑functional initiatives.
• Proven ability to translate performance data into actionable recommendations.
• Experience managing external agencies, vendors, and partners.

Responsibilities

• Lead Growth and Retention marketing strategies across the customer lifecycle.
• Oversee Hibbitt Rewards program, leveraging member insights to boost engagement.
• Manage Email and Mobile Marketing channels for activation and growth.
• Plan the promotional calendar and align campaigns to business priorities.
• Lead customer contests and engagement initiatives to drive value.
• Provide strategic direction and campaign approvals across CRM programs.
• Coach and develop the CRM & lifecycle team and ensure accountability.
• Use analytics to evaluate performance and identify opportunities.
• Collaborate with tech partners and agencies to enable program execution.
• Coordinate CRM & lifecycle projects with stakeholders and timelines.
• Partner with internal teams to activate customer strategies.
• Perform additional duties as needed to support business needs.

Skills

CRM & Lifecycle Marketing

Customer retention strategies

Data analytics

Cross-functional leadership

Agency management

Project management

Education

Bachelor's degree in Marketing, Business, or related field

Job description

HB: 00015 Store Support Center R301US Hibbett Retail, Inc. The Manager, CRM & Lifecycle Marketing leads Hibbett's Customer Lifecycle Growth and Retention marketing strategies and programs, driving customer acquisition, engagement, retention, and lifetime value across the customer lifecycle. This role oversees the development and activation of these strategies through the customer loyalty program (Hibbett Rewards), Email Marketing, Mobile Marketing, (including app marketing and SMS/RCS/MMS), and customer engagement programs such as customer contests. The Manager provides strategic direction and campaign oversight, uses customer and program analytics to identify opportunities, and leads the continued evolution of Hibbett's CRM and loyalty capabilities.

Key Responsibilities

• Lead Growth and Retention marketing strategies across the customer lifecycle, ensuring initiatives align with business objectives and drive customer acquisition, engagement, retention, and lifetime value.
• Lead the strategy and ongoing evolution of Hibbett Rewards, using member behavior, program performance, and customer insights to strengthen engagement, retention, acquisition, and incremental customer value.
• Oversee Email and Mobile Marketing as key channels for activating Growth, Retention, and business strategies.
• Oversee the marketing plan for the promotional calendar, translating business and promotional priorities into coordinated customer marketing opportunities.
• Oversee customer contests and other customer engagement initiatives, ensuring programs support Growth and Retention objectives and deliver meaningful customer experiences.
• Provide strategic direction, prioritization, and campaign approval across CRM and customer marketing programs, ensuring initiatives are aligned with customer strategy, business priorities, and available resources.
• Lead, coach, and develop the CRM & lifecycle team, establishing clear priorities, providing direction, and fostering accountability and collaboration.
• Use customer, loyalty, and campaign analytics to evaluate performance, identify opportunities, and inform Growth, Retention, and CRM strategies.
• Collaborate with CRM and Lifecycle marketing technology partners and agencies to support program execution, coordinate deliverables and business needs, manage administrative requirements such as invoices, and identify opportunities to enhance capabilities, including AI, personalization, automation, and customer experiences.
• Manage projects and initiatives within CRM & Lifecycle Marketing, coordinating stakeholders, timelines, priorities, and deliverables to ensure successful execution.
• Partner cross-functionally with internal teams to develop and activate customer strategies and initiatives.
• Perform additional duties and responsibilities as assigned to support business needs.

Qualifications

• Bachelor's degree in Marketing, Business, or a related field, or equivalent work experience.
• 5+ years of experience in CRM, lifecycle, retention, growth, loyalty, or customer marketing, preferably in retail or e-commerce.
• 2+ years experience leading and developing marketing professionals and managing cross-functional initiatives.
• Proven experience developing and managing customer marketing strategies across multiple channels and stages of the customer lifecycle.
• Strong analytical skills and the ability to translate customer and program performance into actionable business and marketing recommendations.
• Experience managing external agencies, vendors, and strategic partners.
• Strong strategic thinking, project management, communication, and problem-solving skills.
• Ability to balance strategic priorities with day-to-day operational needs in a fast-paced environment.
• Familiarity with emerging CRM, loyalty, personalization, AI, and marketing technologies.

Hibbett, headquartered in Birmingham, Alabama, is a leading athletic-inspired fashion retailer with more than 1,100 stores under the Hibbett banner, primarily located in small and mid-sized communities. Founded in 1945, Hibbett has a rich history of convenient locations, personalized customer service and access to coveted footwear, apparel and equipment from top brands like Nike, Jordan, Adidas, and Under Armour. Consumers can browse styles, find new releases, shop looks and make purchases online or in their nearest store by visiting www.hibbett.com. Follow us @hibbettofficial.