Sr. Manager, CRM & Lifecycle Marketing

The Sr. Manager, Customer Relationship & Lifecycle Marketing leads a data-driven, customer-first engagement strategy across the entire lifecycle—from acquisition and onboarding to retention, reactivation, and loyalty.

They are accountable for growing the active customer base, improving retention and repeat purchases, increasing lifetime value, and driving measurable revenue through personalized engagement.

The role owns audience strategy and segmentation via a CDP, turning customer insights into targeted communications across email, SMS, and direct mail. Acting as the link between data, content, and channel execution, the Manager ensures the right message reaches the right customer at the right time to drive growth, loyalty, and brand affinity.

ESSENTIAL DUTIES & RESPONSIBILITIES (Note: Other duties may be assigned)

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Customer Data & Segmentation

• Owns CDP audience strategy and dynamic lifecycle segmentation
• Identifies product propensity and repurchase opportunities
• Partners with Data Analytics team to ensure data integrity and actionable audience insights

Lifecycle Strategy & Journey Design

• Designs and optimizes end-to-end journeys (acquisition, onboarding, engagement, retention, reactivation)
• Builds scalable lifecycle frameworks and automated triggers
• Leverages AI and marketing technology to drive database profitability

Omni-Channel Activation

• Leads execution across email, SMS, direct mail, and on-site personalization
• Aligns messaging with brand voice while tailoring to audience segments
• Manages vendor/platform execution and deliverability

Personalization & Testing

• Develops a structured testing roadmap (offers, cadence, content, channel mix)
• Uses dynamic content and CDP-driven personalization
• Continuously optimizes based on performance and behavior

Performance & Insights

• Owns CRM KPIs (engagement, conversion, revenue, retention, LTV, churn)
• Delivers performance insights to leadership
• Translates learnings into broader marketing and merchandising impact

Cross-Functional Leadership

• Collaborates across Data, Creative, Digital, Merchandising, and Product teams to ensure cohesive, insight-led customer experiences

Education And/Or Experience

• Bachelor's degree in marketing, business administration, digital marketing, or a related field; Master's degree or other advanced certifications in marketing or digital marketing preferred.
• 6–10+ years of experience in CRM, lifecycle marketing, or customer engagement within retail, DTC, or consumer brands
• 3+ years of management and leadership experience guiding direct report(s) and working in partnership with data teams, marketing, creative, and channel leads.
• Deep hands-on experience with CDP platforms (e.g., Salesforce CDP, Adobe RT-CDP, Segment, Tealium, mParticle)
• Proven expertise activating audiences across email, SMS, and direct mail
• Strong understanding of customer data, privacy, and consent management
• Highly analytical with the ability to translate data into compelling action
• Comfortable operating at both strategic and executional levels

Knowledge, Skills, And Abilities

The requirements listed below are representative of the knowledge, skills, and/or abilities required to perform each essential duty satisfactorily. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Excellent written and verbal communication skills with the proven ability to set and communicate team priorities
• Collaborative while able to influence, lead and build productive teams and cross-functional relationships
• Ability to develop rapport and credibility with senior management and others across the organization
• Proven leadership and managerial skills with the ability to provide performance related feedback
• Proven ability to make business decisions that are consistent with the brand and company objectives
• Exceptional organizational skills with demonstrated ability to prioritize workload, and concurrently manage multiple projects
• Excellent PC skills including Word and Power Point, advanced Excel

ENVIRONMENT & PHYSICAL DEMANDS

The physical demands described here are representative of those an individual must meet to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Occasional travel for Company business approximately 25%
• Office environment. Utilization of office desk - sitting, reading, listening or speaking with the ability to move intermittently throughout the day
• Strong sensory skills, such as good eyesight, good hearing, and dexterity
• Ability to operate office equipment, including computers, copiers, fax machines, and phones

We are proud of the competitive and comprehensive compensation and benefit package provided to our associates and their families. Our compensation package is designed to meet our associates today and help them plan for the future.

Health Benefits

VRA offers a variety of medical, dental and vision programs to meet your family’s health care needs.

• Medical plan options including both a HDHP/HSA plan and a PPO plan
• Dental
• Vision
• Flexible spending accounts

Survivor Benefits

Life insurance provides peace of mind for your family should the unexpected happen.

• Employer provided 2X your salary in life insurance
• Accidental Death and Disability insurance
• Voluntary life insurance for you, your spouse and your children

Income Protection

If you are unable to work due to illness or injury VRA provides several programs to protect your income at no cost to you.

• Short-term disability
• Long-term disability
• Paid family medical leave

Retirement Plan

The VRA 401k plan helps you accumulate savings for retirement

• 401k with generous company match, immediate vesting (age and service requirement)
• Strong line up of professionally managed funds
• Safe-harbor plan design

Paid Time Off

Enjoy generous time off programs.

• Earn up to 3 weeks of paid time off in your first year of employment with opportunity to earn more
• 9 paid holidays a year
• Paid bereavement leave

Give Back Opportunities

VRA offers the opportunity to serve your community.

• Voluntary Time Off

Holistic Wellness

• Access to a variety of financial, physical, and mental wellness experts
• Employee Assistance Program with access to work/life wellness support including no cost unlimited telephonic counseling services
• Opportunities for leadership development, skill development and career advancement

Product Discount

• Generous employee discount on Vera Bradley products

Ancillary Benefits and Programs

• Bonus opportunity, identity protection, legal services, pet insurance, cell phone discount, employee referral bonus, annual birthday gift, DailyPay, corporate fitness facility and individual policies through Aflac

Equal Opportunity Employer/Vets/Disabled

Vera Bradley is an Equal Opportunity Employer and Affirmative Action Employer.

Vera Bradley provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.

For more information, please click the following links:

Vera Bradley's Equal Employment and Affirmative Action Policy

Know Your Rights: Workplace Discrimination is Illegal (in English)

Know Your Rights: Workplace Discrimination is Illegal (in Spanish)

Pay Transparency (in English)

Pay Transparency (in Spanish)

E-Verify Participation Poster

Right to Work Poster (English)

Right to Work Poster (Spanish)

California Privacy Notice

If you need a reasonable accommodation for any part of the employment application process, please send an e-mail to applicationassistance@VeraBradley.com. Please include the accommodation you are requesting and your contact information. Reasonable accommodations are considered on a case-by-case basis. Please note that only inquiries concerning a request for reasonable accommodation and other EEO/Affirmative Action issues will be responded to from this e-mail address.

Our intention is to fill this opening within 30 days of the original posting date and applications will be accepted on an on-going basis until the position is filled.

Base Pay Range:

$104,300.00 - $156,500.00

Vera Bradley’s compensation ranges are based on market data and comply with all local, state and federal regulations. Individual pay within the listed range depends on work location, skills, experience, and relevant education. The posted salary reflects base pay only and excludes bonuses, equity, or other incentives, if applicable.