The Senior Manager, CRM Marketing – Lifecycle & SMS drives the strategy, development, and optimization of lifecycle, behavioral, and SMS programs across The Vitamin Shoppe’s CRM ecosystem. SMS is a channel with tremendous growth opportunity, and this position will play a key role in building the channel’s future while expanding opportunities for personalization and lifecycle communication in email and across channels.  This role drives retention, engagement, and customer lifetime value by orchestrating cross-channel automation and personalization strategies. The position reports to the Director of CRM.

• Own and lead all SMS programs from strategy through execution — including promotional, triggered, and automated campaigns via Attentive.
• Work with the Director, CRM to execute against a roadmap while operating within channel budgets
• Lead the strategy, development, and optimization of all lifecycle and behavioral email journeys across Responsys and Insider, including acquisition, onboarding, replenishment, churn mitigation, and reactivation programs.
• Partner with the Sr. Manager, CRM Marketing - Email to ensure alignment and synergy across triggered, behavioral, and promotional messaging.
• Collaborate with Loyalty and Analytics to define behavioral triggers, interpret insights, and translate findings into actionable marketing strategies.
• Serve as the primary liaison for key CRM partners (Attentive, Insider, Movable Ink, Responsys) and lead roadmap discussions and innovation initiatives.
• Develop annual lifecycle and SMS channel roadmaps, testing strategies, and personalization enhancements that increase retention and repeat purchase rates.
• Oversee campaign reporting, interpret performance trends, and present insights to inform business strategy and drive ROI.
• Partner with IT and Data teams to maintain trigger accuracy, ensure data flow reliability, and enhance automation capabilities.
• Provide mentorship and tactical support to CRM specialists, fostering knowledge-sharing and operational excellence.
• Contribute to reporting and reviews summarizing CRM performance, insights, and next-step opportunities for senior stakeholders.
• Handles day-to-day communications with technology partners (Attentive)
• Assist with campaign and journey set up in CRM systems as needed.
• Assist with creative ticketing and approval as needed.

Key Performance Indicators (KPIs)

• Retention and reactivation rate improvements
• SMS engagement metrics (CTR, CVR, opt-in rate)
• Journey performance (incremental revenue, RPE, open-to-convert)
• Customer lifetime value (CLV) growth
• Cross-channel orchestration and efficiency gains

• Bachelor’s degree in a related field (MBA preferred)
• 6–10 years of CRM, lifecycle, or retention marketing experience with proven success across multi-channel programs
• Hands-on expertise with CRM Systems (Attentive preferred)
• Strong understanding of segmentation, data strategy, and campaign analytics
• Experience managing vendor partnerships and influencing cross-functional teams
• Excellent project management and communication skills with executive presence
• Strategic thinker with ability to execute, test, and optimize complex automation journeys
• Familiarity with loyalty marketing, predictive modeling, and retention KPIs preferred

Equal Opportunity Policy

 

The Vitamin Shoppe is an equal opportunity employer. We respect diversity and accordingly are an equal opportunity employer that does not discriminate on the basis of race, color, creed, religion, national origin, ancestry, citizenship status, age, sex, gender, gender identity or expression (including transgender status), sexual orientation, marital status, veteran status, physical or mental disability, genetic information, or any other characteristic protected by applicable federal, state, or local laws.  Our management is dedicated to ensuring the fulfillment of this policy with respect to hiring, placement, promotion, transfer, demotion, layoff, separation, recruitment, pay and other forms of compensation, access to facilities and programs, training and general treatment during employment.

 

We firmly believe that every Health Enthusiast has the right to be treated with dignity and respect. Our goal is to maintain a satisfied and productive team of Health Enthusiasts. The keys to reaching that goal are effective leadership, equal application of fair human resources policies, competitive wages and benefits, and close attention to all health enthusiast matters. The Vitamin Shoppe is committed to the principle of fair and impartial treatment of our Health Enthusiasts.

 

Health Enthusiasts with questions or concerns about equal employment opportunities in the workplace are encouraged to bring these issues to the attention of their Human Resources representative.  We will not allow any form of retaliation against Health Enthusiasts who raise issues of perceived discrimination in good faith.  To ensure our workplace is free of artificial barriers, violation of this policy may result in disciplinary action, up to and including discharge.

The salary for this position is based on many factors such as role requirements, skill set, years of experience and other organizational needs. The estimated range is $115,000 - $130,000 per year.