The Challenge
Brother USA is a 115-year legacy brand with serious distribution-printers, sewing machines, industrial solutions across 30+ countries. They need a CRM leader to own the full lifecycle strategy and build scalable, compliant programs that drive customer acquisition and retention at scale.
Your Mission
Assess current CRM tech stack, data architecture, and team capabilities; document operating model gaps and quick-win optimization opportunities
Define and align CRM strategy with product, analytics, and design teams; establish governance framework and best-practice playbooks
Lead first cross-functional CRM roadmap session; prioritize 6-12 month initiative pipeline across acquisition, engagement, retention, and reactivation
Audit existing lifecycle campaigns for compliance, personalization gaps, and performance; implement initial A/B testing framework
Launch 3-5 redesigned lifecycle programs (behavioral triggers, dynamic segmentation, personalized journeys) and measure lift vs. baseline
Build out audience segmentation strategy and implement advanced personalization framework in Salesforce Marketing Cloud
Establish formal CRM governance, data privacy compliance, and documentation; train team on new operating model
Deliver quarterly business review with CFO/CMO on CRM contribution to revenue, CAC, LTV, and retention metrics; set year 2 strategy
KPIs You'll Own
Email Engagement Rate
Open and click-through rates across lifecycle campaigns-baseline and trend month-over-month.
Customer Lifetime Value (LTV)
Revenue attributed to CRM-driven retention and reactivation vs. acquisition baseline.
Churn/Reactivation Rate
% of at-risk customers successfully re-engaged through lifecycle campaigns.
Segmentation Adoption
% of campaigns using dynamic, behavior-driven audiences vs. static lists.
Compliance Incidents
Zero regulatory or data privacy violations across all CRM programs.
Tools & Stack
Your Team
Your Manager
Not specified-likely VP Marketing or CMO
Current Team
CRM marketing specialists (team size not disclosed)
Backfill or new expansion-not specified
The Package
Salary
$130K-$160K base
Remote
On-site, Bridgewater, NJ. Hybrid schedule with flexible Fridays policy.
Benefits & Perks
Company Intelligence
Brother Industries is a 115-year-old multinational manufacturing and consumer goods company headquartered in Nagoya, Japan (founded 1908). BIC (Brother International Corporation) was established in 1954 and operates across 30+ countries, with Americas HQ in Bridgewater, NJ. Known for award-winning printers, sewing machines, P-touch labelers, and industrial solutions.
Founded
1908
Funding
Private (subsidiary of Brother Industries Limited)
Customers
B2B and B2C across home, office, sewing/crafting, and industrial segments
Culture
Values inclusivity, collaboration, customer-centricity, and social responsibility. Recognized as a best place to work with focus on flexibility and employee development.
Is This Role For You?
- You've managed CRM/lifecycle teams and know Salesforce Marketing Cloud deeply-journey builder, segmentation, data extensions
- You speak both strategy AND tactics: can build roadmaps but also troubleshoot campaign execution and platform config issues
- You thrive in cross-functional environments and can translate C-suite priorities into actionable CRM programs for product, analytics, and creative teams
- You obsess over data quality, compliance, and scalability-not just campaign vanity metrics
- You want to modernize CRM for a legacy brand with real scale and international footprint
- You need remote work-this is on-site in NJ
- You've only done email blasts and promotional campaigns; this role requires strategic lifecycle design, segmentation sophistication, and platform leadership
- You can't balance governance and compliance with velocity-Brother's size and global presence mean data privacy is non-negotiable
Interview Process
Initial Screening
Phone or video with recruiter-background, CRM/SFMC experience, motivation
Hiring Manager Deep Dive
Conversation with direct manager (likely VP Marketing)-strategy, team leadership, cross-functional collaboration examples
Case Study or Strategy Exercise
Likely a take-home or in-person assignment: redesign a CRM program, define segmentation strategy, or build a 6-month roadmap
Cross-Functional Stakeholder Panel
Meet with product, analytics, design, or compliance leads to assess alignment and communication style
Final Executive Conversation
CMO or CFO-level discussion on strategic alignment and business impact expectations
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Context
About CRM & Lifecycle roles
CRM & lifecycle marketers own the post-acquisition journey. They design onboarding sequences, retention campaigns, win-back flows, and loyalty programs that maximize customer lifetime value.