Ralph Lauren Digital Marketing Sr. Manager, Lifecycle & CRM

BoF Careers; New York (NY); On-site; USD 140,000 - 190,000; Full time

Job summary

Ralph Lauren Corporation seeks a Senior Manager, Lifecycle & Customer Marketing to evolve CRM from siloed channels to a connected, customer-led model. You will drive planning across Email, SMS and App Push, leveraging customer behavior across e-commerce and retail to grow engagement and lifetime value.

The role requires strategic, hands-on leadership and collaboration with Creative, E‑Commerce, Retail Marketing, Merchandising and Planning.

Qualifications

• 7+ years of CRM/lifecycle marketing experience in fashion, luxury or retail.
• Strong expertise in Email and SMS marketing, with hands-on ownership of campaigns and journeys.
• Analytical mindset with experience using first-party data, segmentation and forecasting to drive decisions.
• Ability to balance performance rigor with brand instincts, coordinating between insights, creative review and messaging.
• Experience managing agencies and external partners with clear direction and accountability.

Responsibilities

• Own CRM planning and activation across Email, SMS and App Push to strengthen engagement and lifetime value.
• Identify lifecycle opportunities using customer behavior across e-commerce and stores to broaden addressable audiences.
• Translate brand moments into cohesive customer experiences and manage calendars across campaigns.
• Lead testing, optimization and performance forecasting for CRM channels with cross-functional partners.
• Develop journeys for acquisition, retention and reactivation and collaborate with Analytics to improve measurement.

Skills

CRM strategy

Lifecycle marketing

Email marketing

SMS marketing

Forecasting

Cross-functional leadership

Education

BA/BS in Marketing or related field

Job description

Company Description

Ralph Lauren Corporation (NYSE:RL) is a global leader in the design, marketing and distribution of premium lifestyle products in five categories: apparel, accessories, home, fragrances, and hospitality. For more than 50 years, Ralph Lauren's reputation and distinctive image have been consistently developed across an expanding number of products, brands and international markets. The Company's brand names, which include Ralph Lauren, Ralph Lauren Collection, Ralph Lauren Purple Label, Polo Ralph Lauren, Double RL, Lauren Ralph Lauren, Polo Ralph Lauren Children, Chaps, among others, constitute one of the world's most widely recognized families of consumer brands. At Ralph Lauren, we unite and inspire the communities within our company as well as those in which we serve by amplifying voices and perspectives to create a culture of belonging, ensuring inclusion, and fairness for all. We foster a culture of inclusion through: Talent, Education & Communication, Employee Groups and Celebration.

Position Overview

The Senior Manager, Lifecycle & Customer Marketing will be instrumental in evolving Ralph Lauren's CRM organization from a channel-siloed model toward a more connected, customer-led approach. This role drives CRM planning and activation across Email, SMS and App Push, creating cohesive experiences that strengthen engagement, retention and lifetime value. The Senior Manager will use customer behavior across Ralph Lauren's e-commerce, full-price retail and outlet businesses to identify lifecycle opportunities, expand addressable audiences and deliver more relevant experiences across the customer journey. The ideal candidate is strategic, hands-on, highly collaborative and brand-conscious, with the ability to move seamlessly between customer planning, campaign execution, performance analysis and cross-functional leadership.

Essential Duties & Responsibilities

Connected Customer & CRM

• Help advance a connected customer approach across Email, SMS and App Push, strengthening engagement, retention and long-term customer value.
• Identify opportunities to connect experiences across e-commerce, full-price stores and outlets based on customer behavior and engagement.
• Translate key brand and commercial moments into cohesive customer experiences across the lifecycle. Email, SMS & App
• Manage the integrated Email, SMS and App Push calendar across promotional, editorial and lifecycle communications.
• Oversee campaign briefing, execution, QA and deployment, ensuring operational excellence and brand consistency.
• Expand SMS as a key CRM channel, including strategies to grow the subscriber base and deepen engagement.
• Forecast performance and demand across CRM channels, proactively identifying and communicating risks and opportunities. Lifecycle, Audience & Personalization
• Build and optimize automated journeys across acquisition, post-purchase, engagement, retention and reactivation.
• Develop new journeys around key campaigns, seasonal moments and customer behaviors.
• Partner with CIX to activate first-party data and advance segmentation and personalization across CRM. Campaign & Cross-Functional Leadership
• Use customer insights, historical performance, product priorities and market trends to inform audience, content, cadence and channel recommendations.
• Partner cross-functionally with Creative, E-Commerce, Retail Marketing, Merchandising, Buying and Planning to bring CRM programs to life.
• Ensure CRM communications balance customer relevance, commercial objectives and brand standards. Performance, Testing & Optimization
• Own CRM reporting and forecasting across Email, SMS and App, translating performance into actionable insights and recommendations.
• Socialize performance, key learnings, risks and growth opportunities with cross-functional partners and senior leadership.
• Lead the test-and-learn roadmap and partner with Analytics to strengthen measurement and optimize engagement, conversion, retention and customer value. Team Leadership, Innovation & Ways of Working
• Manage and develop three direct reports, providing clear priorities, coaching and opportunities to build broader CRM capabilities.
• Identify and implement AI opportunities across CRM workflows to drive efficiency, accelerate insights and improve planning, reporting, testing and execution.
• Partner with agencies, technology providers and internal teams to evolve capabilities and ways of working

Experience, Skills & Knowledge

• 7+ years of CRM/lifecycle marketing experience, ideally within DTC, fashion, luxury or retail, with a track record of driving measurable growth across Email, SMS and other customer touchpoints.
• Deep expertise in Email and SMS, with experience in App Push or mobile messaging and hands-on ownership of campaigns, triggered programs and automated journeys.
• Strong analytical and commercial mindset, with experience using first-party data, segmentation, personalization, forecasting, testing and performance optimization to drive decisions.
• Ability to balance performance rigor with strong brand instinct, moving comfortably between customer insights, creative review, content strategy and messaging.
• Experience managing agencies and external partners, including setting clear direction, challenging thinking and holding teams accountable for strong outcomes.
• Clear, confident communicator who can translate customer and performance insights into actionable recommendations for senior leadership and cross-functional partners.
• Curious, externally aware and passionate about CRM, customer behavior and the evolving retail landscape, with a desire to bring fresh thinking into the work.
• Proactive, action-oriented and quality-focused, with demonstrated interest in applying AI or emerging tools to improve insights, performance and team efficiency.