[Hiring] Senior CRM Marketing Manager @Trulieve

Role Description

Join Trulieve – Where Passion Meets Purpose. If you're interested in being part of one of the nation's fastest-growing industries, Trulieve may be the perfect place for you. If you have passion for helping others and want to make a meaningful impact through your work, this may be the role for you.

At Trulieve, we strive to bring our patients the relief they need in products they can trust. Our plants are hand-grown in carefully controlled environments designed to minimize unwanted chemicals and pests, keeping the cultivation process as natural as possible every step of the way.

Title: Senior CRM Marketing Manager

Department: Marketing

Reports to: Director, CRM & Loyalty Marketing, Digital Marketing

Location: Remote (east coast) in FL, PA, GA, OH, CT, WV, MD preferred

Primary role: Own the CRM strategy, customer experience vision, operational framework, and long-term scalability across lifecycle, loyalty, acquisition, automation, CDP-enabled personalization, and AI-enhanced marketing.

Core Responsibilities

• CRM Strategy & Direction:
  • Define and own the overall CRM strategy across lifecycle, personalization, loyalty, retention, acquisition, automation, and customer experience.
  • Establish strategic guardrails for segmentation, testing, cadence, and channel mix.
  • Identify optimization opportunities at scale (new use cases, automation, advanced targeting).
  • Own customer journey mapping, journey planning, and journey execution across acquisition, onboarding, engagement, loyalty, winback, reactivation, and retention moments.
  • Build and own the CRM roadmap, ensuring lifecycle initiatives, CDP capabilities, automations, testing plans, AI enhancements, and personalization use cases ladder up to a clear long-term vision.
  • Champion hyper-personalization at scale by turning customer data, behavioral signals, lifecycle triggers, and AI-powered decisioning into relevant, timely, and genuinely delightful customer experiences.
• Team Leadership & Oversight:
  • Manage, develop, and set clear priorities for the Senior Digital Marketing Specialists.
  • Coach team members on prioritization, decision-making, operational tradeoffs, platform ownership, and cross-functional leadership.
  • Define clear ownership across roles, create strong execution standards, and ensure work can scale without constant escalation.
  • Build a team culture focused on continuous learning, proactive problem-solving, documentation, and shared knowledge across channels and platforms.
• Operational Excellence at Scale:
  • Ensure CRM operations are scalable, repeatable, and resilient across all markets.
  • Own the day-to-day health and long-term evolution of CRM platforms.
  • Own high-level process design, governance, QA, monitoring, incident response, and documentation standards.
  • Oversee risk management related to launches, outages, compliance, platform dependencies, and ecosystem changes.
  • Manage CRM platform, agency, and technology vendors by defining scopes, timelines, deliverables, service levels, QA expectations, documentation, budgets, and accountability.
• Offer Decisioning & Personalization:
  • Own the offer decisioning strategy and operating model.
  • Partner with loyalty, analytics, technology, merchandising, ecommerce, and operations to ensure offers are accurate, relevant, financially responsible, and executable across channels.
  • Translate customer signals, lifecycle stage, affinity, behavior, and business rules into scalable next-best-action and next-best-offer experiences.
• Channel, Device & Ecosystem Leadership:
  • Maintain current expertise in email, SMS/MMS, mobile push, in-app, web, app, paid-media audiences, and emerging CRM channels.
  • Monitor and prepare for ecosystem changes.
  • Evaluate and responsibly adopt new capabilities in automation, predictive analytics, AI-assisted orchestration, and agentic workflows.
• Enterprise Data & Pipeline Readiness:
  • Proactively identify and assess relevant customer, transaction, behavioral, digital, retail, loyalty, service, and operational data available across the company.
  • Partner with data, analytics, engineering, technology, product, ecommerce, retail, compliance, and business owners to define source-of-truth requirements.
  • Ensure data pipelines provide a clean, complete, timely, validated, and well-documented entry into CRM.
  • Establish data-quality standards for identity resolution, consent, customer attributes, event definitions, taxonomy, suppression logic, deduplication, latency, reconciliation, and downstream usability.
  • Create an escalation and remediation process for data gaps, broken feeds, schema changes, unexpected volume shifts, and platform discrepancies.
• Performance Management & Insights:
  • Set expectations for KPIs, reporting frameworks, and insights across CRM.
  • Translate performance trends into strategic recommendations for leadership.
  • Ensure testing frameworks align with broader business goals.
• Cross-Functional & Executive Alignment:
  • Act as the primary CRM stakeholder for leadership, technology, analytics, creative, brand, acquisition, operations, retail, vendors, agencies, platform partners, and external partners.
  • Align CRM priorities with brand strategy, loyalty initiatives, and personalization roadmaps.
  • Create and manage cross-functional workflows and recurring meeting cadences.
• Market Expansion & Innovation:
  • Own CRM readiness and strategy for new markets and major launches.
  • Lead adoption of new capabilities, including platform features, AI enhancements, journey orchestration, predictive audiences, automation, and personalization at scale.
  • Manage acquisition-focused CRM initiatives that bring new customers into the ecosystem.

Success looks like:

• CRM strategy is clear, scalable, and aligned to business goals.
• Teams execute confidently without constant escalation.
• Operational issues are anticipated, not reactive.
• CRM performance improves consistently across markets.
• Leadership trusts CRM as a growth-driving channel.
• Vendors are managed with clear expectations, strong accountability, and healthy partnership boundaries.

Qualifications

• Experience in CRM strategy and execution.
• Strong leadership and team management skills.
• Expertise in data analytics and customer insights.
• Proficiency in CRM platforms and marketing automation tools.
• Excellent communication and cross-functional collaboration abilities.

Requirements

• Bachelor's degree in Marketing, Business, or related field.
• 5+ years of experience in CRM or digital marketing.
• Proven track record of managing successful CRM initiatives.
• Strong analytical skills and data-driven mindset.
• Ability to thrive in a fast-paced, dynamic environment.

Benefits

• Comprehensive benefits package including paid time off.
• Remote work opportunities.
• Competitive salary commensurate with experience.

Company Description

Trulieve provides equal employment opportunities to all employees and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, pregnancy or any other characteristic protected by federal, state or local laws.