Manager, CRM & Lifecycle Marketing

HB: 00015 Store Support Center

R301US Hibbett Retail, Inc.

Before Applying: This is a hybrid position in Birmingham, AL, with four days onsite and one remote day each week. Candidates outside the area are expected to relocate, and relocation assistance is available for qualified applicants.

The Manager, CRM & Lifecycle Marketing leads Hibbett's Customer Lifecycle Growth and Retention marketing strategies and programs, driving customer acquisition, engagement, retention, and lifetime value across the customer lifecycle. This role oversees the development and activation of these strategies through the customer loyalty program (Hibbett Rewards), Email Marketing, Mobile Marketing, (including app marketing and SMS/RCS/MMS), and customer engagement programs such as customer contests. The Manager provides strategic direction and campaign oversight, uses customer and program analytics to identify opportunities, and leads the continued evolution of Hibbett's CRM and loyalty capabilities.

Key Responsibilities

• Lead Growth and Retention marketing strategies across the customer lifecycle, ensuring initiatives align with business objectives and drive customer acquisition, engagement, retention, and lifetime value.
• Lead the strategy and ongoing evolution of Hibbett Rewards, using member behavior, program performance, and customer insights to strengthen engagement, retention, acquisition, and incremental customer value.
• Oversee Email and Mobile Marketing as key channels for activating Growth, Retention, and business strategies.
• Oversee the marketing plan for the promotional calendar, translating business and promotional priorities into coordinated customer marketing opportunities.
• Oversee customer contests and other customer engagement initiatives, ensuring programs support Growth and Retention objectives and deliver meaningful customer experiences.
• Provide strategic direction, prioritization, and campaign approval across CRM and customer marketing programs, ensuring initiatives are aligned with customer strategy, business priorities, and available resources.
• Lead, coach, and develop the CRM & lifecycle team, establishing clear priorities, providing direction, and fostering accountability and collaboration.
• Use customer, loyalty, and campaign analytics to evaluate performance, identify opportunities, and inform Growth, Retention, and CRM strategies.
• Collaborate with CRM and Lifecycle marketing technology partners and agencies to support program execution, coordinate deliverables and business needs, manage administrative requirements such as invoices, and identify opportunities to enhance capabilities, including AI, personalization, automation, and customer experiences.
• Manage projects and initiatives within CRM & Lifecycle Marketing, coordinating stakeholders, timelines, priorities, and deliverables to ensure successful execution.
• Partner cross-functionally with internal teams to develop and activate customer strategies and initiatives.
• Perform additional duties and responsibilities as assigned to support business needs.

Qualifications

• Bachelor's degree in Marketing, Business, or a related field, or equivalent work experience.
• 5+ years of experience in CRM, lifecycle, retention, growth, loyalty, or customer marketing, preferably in retail or e-commerce.
• 2+ years experience leading and developing marketing professionals and managing cross-functional initiatives.
• Proven experience developing and managing customer marketing strategies across multiple channels and stages of the customer lifecycle.
• Strong analytical skills and the ability to translate customer and program performance into actionable business and marketing recommendations.
• Experience managing external agencies, vendors, and strategic partners.
• Strong strategic thinking, project management, communication, and problem-solving skills.
• Ability to balance strategic priorities with day-to-day operational needs in a fast-paced environment.
• Familiarity with emerging CRM, loyalty, personalization, AI, and marketing technologies.

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