Manager, Email Marketing & CRM

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

Position Title: Manager, Email Marketing & CRM

Department : Digital/Ecomm

Location : Calabasas, CA (Hybrid – 3 Days Onsite)

Reports to : Associate Director, Omnichannel Ecommerce

Scope / Brands : US / Wella

About The Wella Company

Together, WE enable individuals to look, feel, and be their true selves.

Wella Company is one of the world’s leading beauty companies, comprised of a family of iconic brands such as Wella, Clairol, OPI, Nioxin and ghd. With 6,000 employees globally, presence in over 100 countries, Wella Company and its brands enable consumers to look, feel, and be their true selves. As innovators in the hair and nail industry, Wella Company empowers its people to delight consumers, inspire beauty professionals, engage communities, and deliver sustainable growth to its stakeholders.

For additional information about the Wella Company please visit www.wellacompany.com .

THE ROLE

We are seeking a dynamic and results-oriented Manager, CRM to lead CRM strategy and execution across our B2B and DTC channels, transforming CRM from a messaging engine into a strategic growth lever for the business. This role will be responsible for executing data-driven CRM programs, managing personalized customer experiences, and aligning cross-functional teams toward measurable business growth.

This role will support both B2B initiatives through our professional platform (Wella Professional Store) and DTC CRM across our brand .com sites. As the function matures, there is potential for this role to expand into loyalty program management. The ideal candidate will bring a blend of analytical rigor and creative thinking, combining technical platform expertise with a strong understanding of customer-centric design and brand storytelling.

Key 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

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

We disclose the compensation range for positions in compliance with local law. Actual salaries will vary and may be above or below the range based on various factors including but not limited to location, experience, skills and in comparison to internal incumbents currently in similar roles—pay Range: 95,000 – 120,000 salary per year plus bonus. The range listed is just one component of Wella Company's total rewards package for employees. Other rewards may include annual bonus plan or variable pay, depending on the role. In addition, Wella Company provides a rich variety of benefits to employees, including health insurance, life and disability insurance, 401(k) retirement plan, paid holidays and paid time off (PTO).

NOTICES

All qualified applicants will receive consideration for employment without regard to race, color, sex, sexual orientation, gender identity, religion, national origin, disability, veteran status, or other legally protected status.

If you need assistance and/or a reasonable accommodation due to a disability during the application process, please email [e-mail]. This email account will not respond to inquiries regarding the status of a candidate’s application.

Qualified Applicants with arrest or conviction records will be considered for employment in accordance with the Los Angeles County Fair Chance Ordinance for Employers and the California Fair Chance Act.

Information regarding your rights: Know Your Rights and Pay Transparency Nondiscrimination Provision .