Newell Brands Senior CRM Manager - Direct to Consumer (Yankee Candle) in Hoboken, New Jersey

Position: CRM Senior Manager Role

Reports To: Director, DTC – Home Fragrance

Location: Hoboken, NJ or Deerfield, MA (Yankee Candle Office)



• Lead the strategic vision for CRM, with the objective of driving customer acquisition, engagement and retention through email, mobile and web browser to increase customer retention and customer loyalty

• Lead the design and execution of a personalized, targeted and relevant and seamless customer journey

• Develop and build large-scale CRM program seeded in the customer/member lifecycle across a variety of organizational business strategies and goals

• Create and manage the Customer Loyalty Program. Define, test and implement new program benefits, experiential rewards and functionality required to increase program’s competitiveness and customer engagement

• Drive innovation with new technologies and out-of-the box marketing ideas to drive engagement in key customer segments

• Collaborate with internal teams and external partners to define functionality, data requirements, controls, and tracking to enhance the online customer experience

• Act as key stakeholder in multi-channel marketing and promotional planning

• Optimize existing marketing campaigns with ongoing testing of customer segmentation, ad copy, time of send, content, landing pages and channel with the goal of making them highly relevant and effective


• Ownership of the email marketing strategy and deliverables to support enterprise across all business units

• Oversee email acquisition strategy through onsite capture, promotions and other digital marketing channels

• Partner with our email service provider and internal digital technology teams to improve back-end automation, as well as to launch and optimize customer journeys and triggers

• Manage email program performance reporting on a weekly basis and provide regular reporting on trends, insights, and data-driven recommendations for future email program deployments

• Develop and manage dynamic customer journeys (welcome, Abandon cart, win-back) as well as triggered email program to support to drive engagement

Data & Analytics

• In coordination with the Analytics team, manage consumer database segmentation to be leveraged in targeted email deployment strategies

• Monitor and analyze the Customer Journey Mapping and Insights to further maximize commercial opportunities and value strategies

• Define and benchmark success KPIs as well as reporting requirements

• 7+ years of experience in CRM, email and mobile marketing with strong grasp of CRM best practices

• Ideally, previous experience working in Ecommerce businesses or within Consumer Products and Goods

• Creative problem-solver and a proven leader, partnering cross-functional teams and is solutions oriented

• Experience partnering with cross-functional teams including Creative teams, IT, Retail Sales, eCommerce, vendors/consultants and multiple global counterparts to launch and maintain projects on track

• Experience with partnering Technology teams to sell-in new and imperative technologies that build upon the existing tech stack

• Proven experience with audience segmentation, outlining customer journeys and omni-channel activation and driving customer personalization

• Proven ability to synthesize data in a meaningful manner to develop and drive strategic decisions and recommendations

• Strong written and oral communication skills with the ability to influence in a matrixed organization at all levels

• Excellent project management expertise including multi-tasking, prioritization and organization skills

Newell Brands (NYSE: NWL) is a leading global consumer goods company with a strong portfolio of well-known brands, including Paper Mate®, Sharpie®, Dymo®, EXPO®, Parker®, Elmer’s®, Coleman®, Marmot®, Oster®, Sunbeam®, FoodSaver®, Mr. Coffee®, Graco®, Baby Jogger®, NUK®, Calphalon®, Rubbermaid®, Contigo®, First Alert® and Yankee Candle®. For hundreds of millions of consumers, Newell Brands makes life better every day, where they live, learn, work and play. Newell Brands and its subsidiaries are Equal Opportunity Employers and comply with applicable employment laws. EOE/M/F/Vet/Disabled are encouraged to apply.