CRM Marketing Specialist

The CRM Marketing Specialist reports to the Senior Manager of Marketing Operations and owns our first party data and lifecycle marketing execution. This role sits at the intersection of data, technology, and marketing, and is responsible for building, managing, and activating our customer database to drive retention, re engagement, and revenue through targeted, personalized campaigns.

This is not a traditional copywriting role. While strong communication skills matter, the core of this position is data fluency, technical platform ownership, and the ability to turn customer insights into automated, high performing campaigns. Home services experience (plumbing, HVAC, electrical, solar, pest, lawn care, etc.) is a non-negotiable for this role.

Key Responsibilities

Database management & Data Integrity

• Maintain and organize our first party customer and prospect database

• Ensure data hygiene, proper segmentation, and list accuracy across platforms

• Build and manage audience segments based on behavior, service history, lifecycle stage, and engagement signals

Campaign Strategy & Execution

• Plan, build, and deploy CRM campaigns across email, SMS, and direct channels

• Develop lifecycle marketing flows including welcome sequences, reengagement, winback, upsell/crossell, and membership campaigns

• Coordinate with cross functional teams (brand, performance, RMM) to align CRM sends with broader marketing moments, promotions, and product launches

Copywriting & Content

• Write clear, on brand copy for all CRM channels including email, SMS, and direct mail

• Adapt messaging by audience segment, lifecycle stage, and campaign objective

• Collaborate with the brand and creative team to ensure visual and copy consistency across all outgoing communications

• Collaborate with RMMs on monthly promotions

Content Calendar Management

• Own and maintain the CRM content calendar, ensuring campaigns are planned, briefed, and executed on schedule

• Manage campaign timelines from brief to deployment, flagging conflicts or gaps in the send schedule proactively

Tech Stack Management

• Own day-to-day operations of our CRM and marketing automation platforms (ServiceTitan, Broccoli AI, and others)

• Set up and QA campaign logic, triggers, audience rules, and send schedules

• Identify opportunities to better leverage our tools and recommend platform improvements

Reporting & Optimization

• Track campaign performance including open rates, CTR, conversion, and revenue attribution

• Use data to continuously test and improve segmentation, messaging, timing, and cadence

• Report CRM metrics to Senior Marketing Operations Manager on a regular basis