Position Summary:
The CRM Manager is responsible for defining and leading customer relationship management (CRM) and lifecycle marketing strategy across both the Retail Consumer and Professional Dental business segments. This role develops data-driven engagement strategies that increase consumer acquisition, retention, loyalty, and Customer Lifetime Value (CLTV) through personalized, omnichannel customer experiences.
Serving as the organization's CRM subject matter expert, the CRM Manager partners closely with Marketing, eCommerce, Sales, Analytics, Customer Service, IT, and agency partners to develop scalable lifecycle programs, activate first-party data, optimize the customer journey, and identify new opportunities to accelerate business growth.
Essential Job Functions:
CRM & Lifecycle Marketing
- Define and execute CRM and lifecycle marketing strategies across Retail and Professional Dental Care audiences
- Lead lifecycle marketing programs across email, SMS, and owned digital channels
- Develop customer journey strategies to improve acquisition, engagement, retention, and loyalty
- Drive replenishment, repeat purchase, and Customer Lifetime Value (CLTV) initiatives
- Identify new CRM capabilities and opportunities that support long-term business growth
Consumer Database & Personalization
- Manage consumer database growth and first-party data activation
- Lead CRM campaign planning, execution, testing, and optimization
- Develop testing strategies to improve engagement, conversion, and retention performance
- Monitor campaign effectiveness and translate performance insights into optimization recommendations
- Establish CRM best practices, governance, and performance standards
Campaign Management & Optimization
- Lead CRM campaign planning, execution, testing, and optimization across multiple touchpoints
- Develop testing strategies to improve engagement, conversion, and retention performance
- Monitor campaign effectiveness and translate performance insights into optimization recommendations
- Establish CRM best practices, governance, and performance standards
Consumer Insights & Retention
- Analyze consumer behaviors, engagement trends, and lifecycle performance to identify growth opportunities
- Translate consumer and business insights into actionable retention and loyalty strategies
- Measure customer journey effectiveness and recommend enhancements to improve consumer experience
- Identify opportunities to increase customer loyalty, repeat purchase behavior, and CLTV
Cross-Functional Leadership
- Partner with Marketing, eCommerce, Sales, Analytics, Customer Service, and IT to deliver connected consumer experience
- Collaborate with external agencies and technology partners to implement CRM initiatives
- Serve as the CRM subject matter expert and provide strategic guidance across the organization
- Ensure CRM initiatives align with brand objectives, commercial priorities, and business goals
Success Metrics
- Consumer & Professional database growth
- Customer acquisition and retention
- Customer Lifetime Value (CLTV)
- Repeat purchase and replenishment rates
- Email and SMS engagement performance
- Segmentation and personalization effectiveness
- Loyalty program participation
- CRM campaign ROI and marketing attribution
- Consumer engagement across lifecycle touchpoints
Education & Experience
- Bachelor's degree in Marketing, Business, Communications, or related field
- 8–12+ years of experience in CRM, lifecycle marketing, marketing automation, or digital marketing
- Proven success developing CRM strategies that improve customer acquisition, retention, and CLTV
- Experience managing email marketing, SMS, customer journey orchestration, and marketing automation platforms
- Strong analytical skills with the ability to translate consumer data into business strategy
- Experience leading cross-functional initiatives and influencing stakeholders
- Excellent communication, leadership, and project management skills
Preferred
- Experience with Salesforce Marketing Cloud, Adobe Campaign, HubSpot, Marketo, Microsoft Dynamics 365, or similar CRM platforms
- Experience with Customer Data Platforms (CDPs) and first-party data activation
- Experience with journey orchestration, personalization, and marketing automation
- Experience supporting both B2C Retail Consumer and B2B Professional customer engagement programs
- Experience with loyalty, retention, and subscription-based marketing strategies
- Experience with A/B testing and experimentation frameworks
- Experience with Google Analytics, Adobe Analytics, Power BI, Tableau, or similar analytics platforms
- Experience within healthcare, oral care, consumer packaged goods (CPG), or other regulated industries
- Familiarity with AI-driven personalization and predictive marketing capabilities
Judgment and Decision Making:
Works under general direction on broad strategic assignments with periodic review of results. Exercises a high degree of independent judgment in developing CRM strategy, lifecycle marketing initiatives, audience segmentation, and customer engagement programs. Responsible for evaluating CRM performance, identifying opportunities to improve consumer retention and Customer Lifetime Value (CLTV), and recommending strategic initiatives that support long-term business growth.
What Makes Sunstar Special is:
- A business focused on health and wellness of people around the world
- High Quality Products
- Beautiful state-of-the-art facility
- Diversity and Inclusion
- Corporate Social Responsibility Program and partnership with charitable organization
- Strong value placed on company culture
- Excellent, comprehensive insurance coverage that includes Medical, Vision, and Dental benefits.
- Opportunities for career growth and advancement
- Employee discount on GUM products
- 401K retirement plan with employer match (Pretax and Roth options)
- 401K profit sharing contribution based on company performance.
- Paid holidays and generous paid time off. Pet, Legal and Identity Theft Insurance Plans
- Competitive bonus
- On-site café
- On Site Fitness Center
- Corporate Perks Discount Program (Auto, Retail, Electronics, Entertainment, Computers, Personal Vacations, Cell Phones, Movie Tickets, Eating Out and Much More)
- Beautifully maintained walking trails
- Hybrid Schedule (certain departments)
- Numerous employee appreciation events throughout the year.
- Recognition and Rewards Programs
If you’d enjoy a career helping others attain overall health through oral health, consider joining the Sunstar Americas, Inc. team.
The employer is subject to certain governmental record keeping and reporting requirements for the administration of civil rights laws and regulations. In order to comply with these laws, the employer invites employees to voluntarily self-identify their gender, and race or ethnicity. Completion of this data is voluntary and will not affect your opportunity for employment or terms or conditions of employment. Information collected will be used for EEO-1 reporting purposes only and will be kept separate from all other personnel records, only accessed by Authorized Users. Information collected will be kept confidential and will only be used in accordance with the provisions of applicable laws, including those that require the information to be summarized and reported to the federal government. When reported, data will not identify any specific individual.
The pay range for this position of Customer Relationship Manager is $120,000 to $140,000. However, base pay offered may vary depending on skills, experience, job-related knowledge and location. This position is also eligible for an annual bonus as part of total compensation.