Senior CRM & Lifecycle Marketing Manager

About the role

Comfort starts with our 10,000+ team members across the globe, who are transforming the power of comfort every day. Our employees have the power to change lives, in our homes, work and communities. We foster an inclusive environment while honoring a legacy built on family, where everyone can be themselves.

If you are ready to join an industry leading organization where our people are the most important asset, and innovation propels us into the future, you're ready to take your seat at La-Z-Boy Incorporated.

Job Summary

Leads La-Z-Boy's enterprise CRM and lifecycle marketing strategy across corporate-owned retail, La-Z-Boy.com, DTC commerce, and owned customer communication channels. Modernizes CRM into an integrated, data-driven engagement capability that increases traffic, conversion, retention, repeat purchase, customer lifetime value, and same-store sales.

KEY RESPONSIBILITIES (other duties as assigned)

• Lead enterprise CRM and lifecycle marketing strategy across corporate-owned retail, ecommerce, and owned channels, aligning programs to traffic, conversion, retention, repeat purchase, customer lifetime value, and same-store sales goals.
• Own the strategy, planning, execution, testing, and optimization of email, SMS, direct mail, database marketing, triggered messaging, and customer-segmented communications, ensuring brand alignment, accuracy, compliance, and operational excellence.
• Design and scale end-to-end customer journeys across acquisition, lead nurture, cart and browse recovery, purchase, store follow-up, post-purchase education, loyalty, cross-sell, repeat purchase, and win-back moments.
• Lead customer segmentation, personalization, and data activation using behavioral signals, purchase history, engagement, lifecycle stage, product interest, geography, and retail relationships to improve relevance and business outcomes.
• Serve as the CRM subject matter expert for DTC and omnichannel initiatives, translating business needs into requirements for ESP modernization, SMS enablement, journey orchestration, customer identity, consent, data integrations, and personalization capabilities.
• Develop scalable CRM programs that support corporate-owned retail stores, local-market needs, promotional events, store openings, assisted-selling handoffs, digital-to-store journeys, and post-visit customer follow-up.
• Own CRM measurement, KPIs, testing, reporting, and performance optimization; translate campaign and customer data into actionable recommendations for Marketing, Retail, ecommerce, Finance, Analytics, and senior leadership.
• Manage CRM budgets, agencies, vendors, technology partners, and team members while leading cross-functional collaboration and the evolution from campaign-based execution to automated, personalized, omnichannel customer engagement.

Scope & Impact

Enterprise responsibility across corporate-owned retail, La-Z-Boy.com, DTC commerce, and owned customer communication channels. Manages approximately $5 million to $8 million in annual direct marketing activity, multiple agency and technology partners, and one direct report. Influences store traffic, ecommerce conversion, customer engagement, repeat purchase, customer lifetime value, same-store sales, and delivery of the company's digital commerce roadmap.

Minimum Requirements

• Bachelor's degree in Marketing, Business, Communications, Analytics, Digital Commerce, Information Systems, or a related field, with 8-10 years of experience or equivalent professional experience.
• 5+ years of experience leading people, agencies, vendors, or complex cross-functional workstreams.
• Demonstrated experience developing CRM and lifecycle strategies that drive traffic, conversion, retention, repeat purchase, customer engagement, customer lifetime value, and revenue.
• Strong knowledge of email, SMS, direct mail, triggered journeys, segmentation, personalization, testing, campaign measurement, customer data, CRM platforms, ESPs, and marketing automation.
• Demonstrated ability to lead cross-functional initiatives and translate performance data into clear business recommendations and executive-ready communication.
• Experience managing budgets, vendor relationships, campaign timelines, production processes, quality assurance, and operational execution, with working knowledge of privacy, consent, deliverability, CAN-SPAM, TCPA, and data-governance practices.
• Ability to operate in a fast-paced, transformation-oriented environment with competing priorities
• Up to 15% travel required.

Preferred Requirements

• Experience in retail, furniture, home, consumer durables, ecommerce, DTC, omnichannel retail, or another high-consideration purchase category.
• Experience supporting corporate-owned stores, local-market marketing, store traffic programs, store openings or acquisitions, and retail field communications.
• Experience with ESP migration or implementation, SMS program development, loyalty, customer data platforms, marketing automation, or journey orchestration.
• Experience with CRM platforms such as Salesforce Marketing Cloud, Adobe Campaign, Braze, Klaviyo, Oracle Eloqua, Microsoft Dynamics, HubSpot, or similar tools.
• Experience with analytics and visualization tools such as Adobe Analytics, Google Analytics, Power BI, Tableau, SQL-based reporting, or CDP audience tools.
• Experience partnering with Technology and Digital Product teams on platform requirements, data feeds, integrations, quality assurance, transformation roadmaps, and business cases; advanced degree or relevant certification preferred.

Physical Demands/work Environment

Primarily a professional office and virtual-collaboration environment requiring regular use of a computer, telephone, and video-conferencing tools, with periods of sitting or standing. Occasional travel of up to 15% is required to support business meetings, partners, and company locations.

Other Duties

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the incumbent for this job. Duties, responsibilities and activities may change at any time with or without notice.

Weekly Hours: 40

Benefit offerings to employees and their families include

Medical, Vision, Dental and Basic Life Insurance, available 401k retirement plan with company match of up to 6%. Paid time off includes: 9-11 paid holidays each year, two weeks' prorated vacation as a new hire and either personal time (non-exempt only) or state mandated sick time.

If this role requires travel / driving in order to perform the key responsibilities outlined above, candidates must be able to meet the qualifications noted in the company's Driver Management Program to be considered for the role.