Senior CRM & Lifecycle Marketing Manager

1 La-Z-Boy Incorporated; Indiana (PA); On-site; USD 95,000 - 130,000; Full time

Benefits offered by this job

Medical, Vision, Dental

401k with company match up to 6%

Paid holidays

Vacation and personal time

Job summary

La-Z-Boy Incorporated seeks a senior CRM and lifecycle marketing leader to drive enterprise strategy across corporate-owned retail, La-Z-Boy.com, DTC commerce, and owned channels. You will modernize CRM into an integrated, data-driven engagement platform to improve traffic, conversion, retention, and lifetime value.

Responsibilities include owning planning, testing, and optimization of email, SMS, direct mail, and triggered journeys; segmentation; personalization; and data activation.

Qualifications

• Bachelor's degree in Marketing, Business, Analytics, Digital Commerce, Information Systems, or related field
• 8–10 years of experience in marketing or CRM leadership
• 5+ years leading people, agencies, or cross-functional teams
• Strong knowledge of email, SMS, direct mail, triggered journeys, segmentation and personalization
• Experience with marketing automation, data activation, and privacy/compliance knowledge
• Ability to translate performance data into executive-ready recommendations

Responsibilities

• Lead enterprise CRM and lifecycle strategy across retail, ecommerce, and owned channels.
• Own planning, execution, testing, and optimization of email, SMS, direct mail, and customer journeys.
• Develop scalable CRM programs for stores, digital channels, and post-visit follow-up.
• Manage budgets, agencies, vendors, and cross-functional teams; drive data-driven improvements.

Job description

Job Summary

Leads La‑Z‑Boy's enterprise CRM and lifecycle marketing strategy across corporate‑owned retail, La‑Z‑Boy.com, DTC commerce, and owned customer communication channels. Modernizes CRM into an integrated, data‑driven engagement capability that increases traffic, conversion, retention, repeat purchase, customer lifetime value, and same‑store sales.

Key Responsibilities (other duties as assigned)

Lead enterprise CRM and lifecycle marketing strategy across corporate‑owned retail, ecommerce, and owned channels, aligning programs to traffic, conversion, retention, repeat purchase, customer lifetime value, and same‑store sales goals. Own the strategy, planning, execution, testing, and optimization of email, SMS, direct mail, database marketing, triggered messaging, and customer‑segmented communications, ensuring brand alignment, accuracy, compliance, and operational excellence. Design and scale end‑to‑end customer journeys across acquisition, lead nurture, cart and browse recovery, purchase, store follow‑up, post‑purchase education, loyalty, cross‑sell, repeat purchase, and win‑back moments. Lead customer segmentation, personalization, and data activation using behavioral signals, purchase history, engagement, lifecycle stage, product interest, geography, and retail relationships to improve relevance and business outcomes. Serve as the CRM subject matter expert for DTC and omnichannel initiatives, translating business needs into requirements for ESP modernization, SMS enablement, journey orchestration, customer identity, consent, data integrations, and personalization capabilities. Develop scalable CRM programs that support corporate‑owned retail stores, local‑market needs, promotional events, store openings, assisted‑selling handoffs, digital‑to‑store journeys, and post‑visit customer follow‑up. Own CRM measurement, KPIs, testing, reporting, and performance optimization; translate campaign and customer data into actionable recommendations for Marketing, Retail, ecommerce, Finance, Analytics, and senior leadership. Manage CRM budgets, agencies, vendors, technology partners, and team members while leading cross‑functional collaboration and the evolution from campaign‑based execution to automated, personalized, omnichannel customer engagement.

Scope & Impact

Enterprise responsibility across corporate‑owned retail, La‑Z‑Boy.com, DTC commerce, and owned customer communication channels. Manages approximately $5 million to $8 million in annual direct marketing activity, multiple agency and technology partners, and one direct report. Influences store traffic, ecommerce conversion, customer engagement, repeat purchase, customer lifetime value, same‑store sales, and delivery of the company’s digital commerce roadmap.

Minimum Requirements

Bachelor's degree in Marketing, Business, Communications, Analytics, Digital Commerce, Information Systems, or a related field, with 8‑10 years of experience or equivalent professional experience. 5+ years of experience leading people, agencies, vendors, or complex cross‑functional workstreams. Demonstrated experience developing CRM and lifecycle strategies that drive traffic, conversion, retention, repeat purchase, customer engagement, customer lifetime value, and revenue. Strong knowledge of email, SMS, direct mail, triggered journeys, segmentation, personalization, testing, campaign measurement, customer data, CRM platforms, ESPs, and marketing automation. Demonstrated ability to lead cross‑functional initiatives and translate performance data into clear business recommendations and executive‑ready communication. Experience managing budgets, vendor relationships, campaign timelines, production processes, quality assurance, and operational execution, with working knowledge of privacy, consent, deliverability, CAN‑SPAM, TCPA, and data‑governance practices. Ability to operate in a fast‑paced, transformation‑oriented environment with competing priorities Up to 15% travel required.

Preferred Requirements

Experience in retail, furniture, home, consumer durables, ecommerce, DTC, omnichannel retail, or another high‑consideration purchase category. Experience supporting corporate‑owned stores, local‑market marketing, store traffic programs, store openings or acquisitions, and retail field communications. Experience with ESP migration or implementation, SMS program development, loyalty, customer data platforms, marketing automation, or journey orchestration. Experience with CRM platforms such as Salesforce Marketing Cloud, Adobe Campaign, Braze, Klaviyo, Oracle Eloqua, Microsoft Dynamics, HubSpot, or similar tools. Experience with analytics and visualization tools such as Adobe Analytics, Google Analytics, Power BI, Tableau, SQL‑based reporting, or CDP audience tools. Experience partnering with Technology and Digital Product teams on platform requirements, data feeds, integrations, quality assurance, transformation roadmaps, and business cases; advanced degree or relevant certification preferred.

Supervisory Responsibilities

One direct report.

Physical Demands / Work Environment

Primarily a professional office and virtual‑collaboration environment requiring regular use of a computer, telephone, and video‑conferencing tools, with periods of sitting or standing. Occasional travel of up to 15% is required to support business meetings, partners, and company locations. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Other Duties

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the incumbent for this job. Duties, responsibilities and activities may change at any time with or without notice.

Weekly Hours: 40

Benefits for Employees in the US

• Benefit offerings to employees and their families include: Medical, Vision, Dental and Basic Life Insurance, available 401k retirement plan with company match of up to 6%.
• Paid time off includes: 9-11 paid holidays each year, two weeks’ prorated vacation as a new hire and either personal time (non‑exempt only) or state mandated sick time.
• More information can be found via: https://learn.bswift.com/la-z-boy

If this role requires travel / driving in order to perform the key responsibilities outlined above, candidates must be able to meet the qualifications noted in the company’s Driver Management Program to be considered for the role.

At La‑Z‑Boy Incorporated, we’re an equal opportunity employer. We understand that our employees’ diverse backgrounds, experiences, perspectives, and viewpoints add value to our ability to create and deliver the best possible service, quality products, and is of utmost importance as we work together to build comfort. All applicants will be considered for employment without attention to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran or disability status. We are committed to fostering an environment in which all employees feel valued, included, and empowered to do their best work and bring great ideas to the table.

We represent decades of hard‑working, talented individuals coming together across the globe to continue our legacy and propel us into the future.

At La‑Z‑Boy, we believe people are our most important asset. From our manufacturing facilities and Furniture Galleries to our LEED-certified world headquarters, we empower our people to build something amazing every day. If you’re ready to join an industry-leading organization that values passion, innovation, and helping our communities, you’re ready to explore La‑Z‑Boy.