CRM and Personalization Manager

The CRM & Personalization Manager will play a pivotal day-to-day role in partnering with Brand Digital Guest Experience (DGE) and Digital Operations teams to ensure the successful implementation and execution of CRM and personalization strategies and tactics across owned channels (email, push, SMS and web/app). This position will be instrumental in CRM planning and optimization to improve customer engagement, retention, and lifetime value within the Inspire portfolio. This role involves working with data and analytics, personalization tactics, marketing technology tools, Brand DGE teams and cross-functional partners to deliver relevant and targeted communications to our guests.

RESPONSIBILITIES

1. CRM Strategy, Planning & Execution

• Assist in the development and implementation of customer-first, cross-channel CRM and personalization strategies that align with Brand and CRM strategic goals and increase customer engagement and retention.
• Help to evolve contact strategies guiding where/when/how often to target customers based on unique behavior/segmentation (e.g. standardized messaging hierarchy, cadence and channel prioritization strategies, etc.).
• Serve as the primary day-to-day contact for DGE Brand teams, ensuring CRM and personalization initiatives align with business objectives.
• Manage the owned calendar flighting process and ensure timely delivery and execution of CRM campaigns, managing priorities and deadlines in coordination with DGE Brand and Digital Operations teams.
• Support execution and optimization of customer lifecycle journeys.

2. Personalization, Customer Insights & Optimization

• Collaborate with Customer Analytics to implement test and learn agenda items in owned channels and develop brand specific persona segments for use in CDP.
• Utilize customer data and MarTech tools to create highly targeted and personalized experiences.
• Leverage AI, machine learning, or recommendation engines to optimize personalization.
• Conduct A/B testing and data analysis to improve campaign effectiveness.

• Work with marketing, product, and technology teams to enhance customer touchpoints.
• Align CRM and personalization efforts with broader business goals and strategies.

3. Technology & Process Support

• Build and monitor campaign execution tickets and partner with DGE Brand and Digital Ops to support the end-to-end campaign process.
• Partner with the Personalization enablement team to manage tools and platforms (e.g., Salesforce, CDP, MoEngage, Voxie, Moveable Ink).
• Facilitate the use of standardized processes, playbooks, and best practices to maintain alignment with enterprise CRM standards.

4. Measurement & Reporting

• Monitor the performance of CRM initiatives, analyzing campaign effectiveness against established KPIs.
• Provide actionable insights and recommendations to brand teams based on data-driven performance reviews.
• Leverage customer data & channel engagement metrics to inform channel growth and churn mitigation strategies and uncover and address new strategic engagement opportunities.

EDUCATION AND EXPERIENCE QUALIFICATIONS

• 4 Year Degree and/or Bachelor’s degree in Marketing, Business, or a related field preferred.
• 5 years of experience in CRM, digital marketing, customer marketing, or a related field.
• Demonstrated success in owned channel campaign planning, execution, and optimization and the implementation of personalization tactics and segmentation
• Experience collaborating with cross-functional teams in a matrixed organization

KNOWLEDGE, SKILLS AND ABILITIES

• Strong project management skills with the ability to manage multiple priorities and deadlines and communicate progress to stakeholders.
• Excellent communication and interpersonal skills, with the ability to build relationships across teams.
• Ability to understand and learn complex data and technological tools and processes
• Analytical mindset with proficiency in using data to inform decision-making.
• Familiarity in leveraging tools like Salesforce Marketing Cloud, CDPs, and marketing automation platforms in CRM and personalization
• Knowledge of industry email, push, and/or SMS best practices

Inspire Brands is a multi-brand restaurant company whose portfolio includes more than 32,000 Arby’s, Baskin-Robbins, Buffalo Wild Wings, Dunkin’, Jimmy John’s, and SONIC restaurants worldwide.

We’re made up of some of the world’s most iconic restaurant brands, but we’re much more than just a restaurant company. We’re a team of hundreds of thousands who individually and collectively are changing the way people eat, drink, and gather around the table. We know that food is much more than a staple—it’s an experience. At Inspire, that’s our purpose: to ignite and nourish flavorful experiences.