Manager, CRM Marketing

Are you a dreamer, innovator, thinker and a do-er who believes in contributing to something that makes difference?

Make an impact. Join PMI.

How will you make a difference to PMI? The CRM Marketing Manager is responsible for the strategic development and operational execution of the organization’s global customer relationship management (CRM) programs. The role focuses on driving member engagement, retention, and overall customer value through data-informed, multi-channel lifecycle marketing initiatives.

This position manages a small team and works collaboratively with Martech, Data, and Product functions to enhance automation, personalization, and audience insights. The role also oversees the ongoing development of the CRM technology stack, including the transition to Adobe Journey Optimizer, ensuring effective and efficient campaign delivery. The CRM Marketing Manager operates at both strategic and tactical levels, contributing to the organization’s long-term CRM vision while managing day-to-day program performance.

What you’ll bring to the role:

CRM Strategy & Leadership

• Partner with the Director of Integrated and Lifecycle Marketing to define and execute PMI’s CRM roadmap, ensuring alignment with broader marketing goals.
• Lead and mentor a growing CRM team while remaining hands-on in campaign planning, journey setup, and deployment.
• Translate strategy into scalable lifecycle programs that increase engagement, conversion, and retention.
• Champion a shift from campaign-based delivery to audience-led, automated lifecycle journeys.
• Apply eCommerce and transactional CRM best practices to optimize personalization, upsell, and reactivation efforts.

Platform Ownership & Transformation

• Serve as the business and operational owner for PMI’s CRM platform, overseeing data integrity, automation, and user experience.
• Build, test, and deploy campaigns and journeys yourself—from segmentation and setup to QA and performance tracking.
• Partner with Martech and IT to lead CRM transformation initiatives, including the migration to Adobe Journey Optimizer.
• Ensure system readiness for automation, personalization, and data-driven targeting across channels.

Lifecycle Execution & Optimization

• Develop and execute CRM programs across email and test/stand up other engagement and retention channels (i.e. app push, SMS, WhatsApp, site journey, etc)
• Own end-to-end execution of high-impact campaigns, from strategy through delivery and optimization.
• Establish a structured test-and-learn framework to continuously improve engagement, conversion, and deliverability.
• Analyze campaign and channel performance; generate insights that inform ongoing lifecycle strategy.

Audience Insight & Analytics

• Define and monitor CRM KPIs, dashboards, and reporting cadence.
• Collaborate with Analytics to interpret behavioral trends and translate insights into segmentation and personalization strategies.
• Present performance summaries and recommendations to senior marketing leadership.

Cross-Functional Collaboration

• Act as the CRM lead across Marketing, Martech, Data, and Product to align initiatives, data strategy, and channel capabilities.
• Participate in both strategic and technical discussions, able to advise on architecture and then execute builds.
• Collaborate with Creative and Content teams to ensure messaging is relevant, brand-aligned, and optimized by audience.

Role Qualifications:

• Bachelor’s degree in Marketing, Communications, or related field.
• 7–10 years of CRM, lifecycle, or digital marketing experience, including team leadership and hands-on campaign execution.
• Demonstrated success managing or transforming CRM programs, including platform migrations or journey builder implementations.
• Experience in eCommerce, membership, or subscription CRM environments is highly preferred.
• Hands-on experience with CRM or journey orchestration platforms (e.g., Adobe Journey Optimizer, Salesforce Marketing Cloud, Braze, Iterable, or similar).
• Deep understanding of segmentation, data architecture, and personalization logic.
• Analytical mindset; able to interpret data and convert insights into action
• Lifecycle Strategy: Design and optimize CRM programs across email, SMS, app push, and emerging channels to drive engagement, retention, and lifetime value.
• Project Management: Lead multiple CRM campaigns simultaneously, managing priorities, resources, and timelines while maintaining accuracy and quality.
• Platform Expertise: Hands-on with CRM and journey orchestration tools (e.g., Adobe Journey Optimizer, Salesforce Marketing Cloud, Braze); able to build, test, and deploy complex journeys independently.
• Data-Driven Execution: Use analytics, segmentation, and testing to guide decisions; partner with Martech and Analytics to improve targeting and performance dashboards.
• Team Leadership: Coach and develop a small CRM team; set clear goals, manage workflows, and foster accountability and continuous improvement.
• Cross-Functional Collaboration: Work closely with Brand, Martech, Product, and Web teams to ensure CRM strategies align with audience insights and enterprise objectives.
• Process Optimization: Streamline campaign workflows and automation practices to improve efficiency, scalability, and delivery speed.
• Creative Alignment: Partner with Content and Design teams to ensure CRM messages and visuals are relevant, personalized, and on-brand.
• Testing & QA: Establish structured test-and-learn practices; oversee QA and deployment processes to ensure flawless execution and deliverability.
• Effective Communication: Communicate clearly and persuasively with stakeholders at all levels; facilitate collaboration and ensure shared understanding of goals, risks, and outcomes.
• Proficiency in the business language for PMI (English).
• 15% travel - Requirements include ability to travel nationally and globally and may occur over weekends or holidays.

What you can expect from us

We value and nurture an environment of inclusivity and diversity, and a culture of communication and collaboration. Your health, safety and well-being come first, and we believe that you should have time for your work, but you should also have time for you..

Join us and you’ll get:

• an excellent total package, with compensation and benefits based upon your geographic location.
• skill development opportunities, to help you grow now and into the future.
• access to a global network, to enrich your professional experience.
• flexible options to help balance work time and your time
• award and bonus opportunities.

The salary offer will be based on several factors, including the candidate’s demonstrated skills, qualifications and relevant experience.

Let’s help make the world work better for everyone. Apply today!

Project Management Institute, Inc. is committed to providing equal employment opportunities without regard to sex, gender identity, sexual orientation, race, color, religious creed, national origin, physical or mental disability, protected veteran status, or any other characteristic protected by applicable law.