Sr. Manager, CRM Operations

1-800-FLOWERS.COM, INC.; Columbus (OH); On-site; USD 120,000 - 180,000; Full time

Job summary

1-800-FLOWERS.COM, INC. is seeking a Senior Manager, CRM, Email & SMS Activation to lead revenue delivery and optimization across Email and SMS channels.

You will own end-to-end activation, collaborate with Strategy, Loyalty, Creative, Analytics, Brand, and Operations, and translate strategies into precise activation plans focused on engagement and retention. The role requires strong CRM expertise, an analytical mindset, and operational excellence to drive measurable improvements in conversion

Qualifications

• Minimum 5 years of experience in CRM, lifecycle marketing, retention marketing, or digital marketing.
• Hands-on experience executing and optimizing Email & SMS campaigns.
• Proven ability to drive revenue and business outcomes through CRM channels.
• Knowledge of CAN-SPAM and TCPA regulations; deliverability management.
• Experience partnering with CRM Operations and managing cross-functional initiatives.
• Strong organizational, planning, and analytical skills.

Responsibilities

• Own revenue delivery across Email & SMS channels through activation and optimization.
• Monitor channel performance and identify risks, opportunities, and actions.
• Collaborate with CRM Strategy and Analytics to improve targeting, messaging, cadence, and offers.
• Lead end-to-end Email & SMS campaign activation from intake to deployment.
• Translate strategies into activation requirements including segmentation, personalization, timing, and measurement.
• Manage timelines, approvals, and launch readiness to ensure on-time execution.
• Define audience targeting and segmentation with data teams and strategy.
• Ensure personalization strategies are implemented and maintain a customer-first experience.
• Analyze campaign performance and deliver actionable insights for future improvements.
• Develop and maintain activation playbooks and workflow documentation.

Skills

CRM & lifecycle marketing

Email & SMS activation

Analytics & data-driven

Cross-functional leadership

Project management

Customer experience optimization

Job description

Senior Manager, CRM, Email & SMS Activation

We are seeking a strategic, results-driven Senior Manager, CRM, Email & SMS Activation to lead the execution and optimization of our customer engagement programs across Email & SMS channels. This role is responsible for driving revenue performance through highly effective promotional and lifecycle marketing campaigns while ensuring flawless execution, strong customer experiences, and continuous performance improvement.

The ideal candidate combines strong CRM marketing expertise, analytical thinking, and operational excellence to deliver measurable business results. You will work cross-functionally with CRM Strategy, Loyalty, Creative, Analytics, Brand, and CRM Operations teams to activate campaigns that increase engagement, conversion, and customer lifetime value.

What You’ll Do

Revenue & Performance Ownership

• Own revenue delivery across Email & SMS channels through effective campaign activation and optimization.
• Monitor daily and weekly channel performance, proactively identifying risks, opportunities, and corrective actions.
• Partner with CRM Strategy and Analytics teams to uncover performance drivers and recommend improvements to targeting, messaging, cadence, creative, and offer strategy.
• Drive business outcomes through data-driven decision making and performance management.

Campaign Activation & Orchestration

• Lead end-to-end Email & SMS campaign activation from intake through deployment.
• Collaborate with CRM Operations teams responsible for campaign build, QA, and deployment execution.
• Translate campaign strategies into detailed activation requirements, including audience segmentation, personalization, creative specifications, timing, channel mix, and measurement plans.
• Manage timelines, stakeholder feedback, approvals, and launch readiness to ensure campaigns execute on time and deliver expected results.

Customer Experience, Targeting & Personalization

• Define audience targeting and segmentation requirements in partnership with CRM Strategy and customer data teams.
• Ensure personalization strategies and requirements are accurately implemented within campaigns.
• Maintain a customer-first perspective across all communications to create cohesive, relevant, and engaging experiences throughout the customer lifecycle.
• Support initiatives that improve customer engagement, retention, and loyalty.

Performance Reporting & Optimization

• Analyze and report on campaign performance using key metrics including:
• Revenue
• Conversion Rate
• Click-Through Rate (CTR)
• Opt-Out Rate
• Lead structured A/B testing programs to optimize creative, targeting, messaging, and send cadence.
• Deliver actionable insights and recommendations to improve future campaign performance.
• Partner with CRM Operations to incorporate learnings into scalable processes and playbooks.

Process, Governance & Operational Excellence

• Ensure campaigns follow established standards for tracking, tagging, QA, compliance, and documentation.
• Develop and maintain activation playbooks, campaign briefs, and workflow documentation.
• Identify and implement process improvements that increase efficiency, quality, and campaign performance.
• Support operational excellence initiatives that enhance the CRM team's effectiveness.

What You’ll Bring

Required Qualifications

• Minimum 5 years of experience in CRM, lifecycle marketing, retention marketing, or digital marketing.
• Hands-on experience executing and optimizing Email & SMS marketing campaigns.
• Demonstrated success driving revenue and business outcomes through CRM channels.
• Strong understanding of Email and SMS marketing best practices, including:
• CAN-SPAM compliance
• TCPA regulations
• Deliverability management
• Customer experience optimization
• Experience partnering with CRM Operations and managing cross-functional initiatives in a matrixed environment.
• Strong project management skills with exceptional organization and attention to detail.
• Highly analytical mindset with the ability to translate performance data into actionable strategies and improvements.

Preferred Qualifications

• Experience in eCommerce, retail, or consumer-facing brands.
• Familiarity with customer lifecycle marketing and loyalty programs.
• Experience managing testing frameworks and personalization strategies.

Why Join Us?

This is an opportunity to take ownership of high-impact CRM channels that directly influence customer engagement and revenue growth. You'll collaborate with talented cross-functional teams, shape channel strategy through performance insights, and help build best-in-class Email & SMS experiences for our customers.

Equal Opportunity Employer:

We are committed to creating an inclusive workplace and welcome applicants from all backgrounds and experiences. All qualified candidates will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, veteran status, or other protected characteristics.