CRM Marketing Manager

We’re looking for a CRM Marketing Manager to join the Marketing Communication Team and take full ownership of CRM strategy, execution, and performance for Hal Leonard across the US and Europe. This is a new role created to bring all Hal Leonard CRM efforts under one dedicated owner. You will become the main driver of our B2B, B2C and B2E CRM initiatives, owning the roadmap, KPIs, campaign execution, automation, and experimentation.

We are actively integrating AI automation into relevant areas of the business and expect candidates with mindset focused on improving efficiency and deliver a better user experience.

Key responsibilities

• Build and execute CRM strategy for the US and EU markets
• Own CRM KPIs, reporting and performance improvements
• Launch and optimize campaigns across email, push, in-web and other CRM channels
• Improve activation, retention, conversion and win-back metrics
• Manage CRM backlog, prioritize hypotheses and run A/B tests
• Coordinate campaign creation with copywriters, designers and internal teams
• Build and update landing pages, product pages and campaign assets
• Work with HubSpot, Bloomreach, Dotdigital and other CRM/CDP tools
• Introduce automation and AI-driven workflows
• Improve audience segmentation, trigger chains and contact management

Requirements

• 3+ years of experience in CRM marketing, including both B2C and B2B CRM experience
• Hands-on experience with CRM and CDP platforms (HubSpot, Bloomreach, Dotdigital)
• Strong understanding of lifecycle campaigns, customer journeys, segmentation and trigger-based communications
• Experience working with B2B CRM scenarios, such as lead nurturing, lead qualification, onboarding, re-engagement, sales lifecycle and communication with different customer/account segments
• Experience with push notifications, in-web alerts, WhatsApp or similar communication channels
• Experience working cross-functionally with marketing, product, editorial, sales and design teams
• Strong analytical skills and ability to use CRM data to evaluate campaign performance and make data-driven decisions
• Practical experience with A/B testing methodology: defining hypotheses, selecting appropriate audiences and success metrics, running tests and interpreting results
• Strong understanding of segmentation methodology: defining audience criteria, using behavioral/demographic/transactional data, creating dynamic segments and tailoring communications accordingly
• Experience with localisation and international campaigns, including adapting segmentation, messaging and campaign logic for different markets
• Upper-Intermediate English or higher
• HTML knowledge is a plus