CRM & Loyalty Manager

The CRM and Loyalty Manager will be responsible for the strategy, execution, and optimization of customer relationship management and loyalty initiatives for the Massachusetts Lottery’s iLottery program. Reporting to the iLottery Marketing Manager, you will develop and deliver data-driven engagement and retention campaigns across digital channels to improve player experience and drive business growth. This role owns the iLottery loyalty program and digital communications strategy, coordinating planning, performance, and innovation. You will lead and mentor four Digital Coordinators, overseeing multi-channel digital marketing campaigns, loyalty program roadmap, and using data insights for segmentation and personalization.

Must Have

• Develop and optimize CRM and loyalty program strategy.
• Execute multi-channel digital marketing campaigns (email, SMS, push).
• Lead loyalty program roadmap and budget planning.
• Utilize data for audience segmentation and personalization.
• Collaborate with cross-functional teams and vendors.
• Conduct A/B testing and performance analysis.
• Lead and mentor Digital Coordinators.
• 5+ years in CRM marketing or loyalty strategy.
• Experience managing direct reports or teams.
• Proficiency with CRM platforms and ESPs.
• Strong understanding of lifecycle marketing and automation.
• Knowledge of HTML/CSS for email templates.
• Skilled in campaign metrics and customer behavior analysis.
• Strong project management and organizational skills.
• Familiarity with digital communication compliance (CAN-SPAM).

Good to Have

• Experience with Bloomreach Engagement preferred.
• Basic knowledge of HTML/CSS and email design a plus.

Perks & Benefits

• Comprehensive benefits package
• Health insurance
• Dental insurance
• Vision insurance
• Paid time off
• 401(k) plan with employer matching

The CRM and Loyalty Manager will be responsible for the strategy, execution, and optimization of customer relationship management and loyalty initiatives for the Massachusetts Lottery’s iLottery program. Reporting to the iLottery Marketing Manager, you will be responsible for developing and delivering data-driven engagement and retention campaigns across digital channels to improve player experience and drive business growth. This role serves as the primary owner of the iLottery loyalty program and digital communications strategy, coordinating planning, performance, and innovation. You will lead and mentor four Digital Coordinators who support day-to-day campaign execution, program operations, and QA.

This role is remote to start, but will transition to a hybrid schedule once our office location is established.

What You'll Do

• Own the end-to-end strategy and performance of CRM and loyalty programs to support player acquisition, retention, and lifecycle marketing goals.
• Develop and supervise multi-channel digital marketing campaigns, including email, SMS, push notifications, and promotions, with a focus on building long-term player engagement.
• Lead campaign execution and quality assurance for email templates, marketing materials, and digital assets across platforms.
• Lead planning and optimization of the loyalty program roadmap, promotional calendar, and associated budgets to meet revenue and engagement targets.
• Use data insights to advise audience segmentation, personalization strategies, automated campaign flows, and targeted lifecycle marketing journeys.
• Collaborate with cross-functional teams to ensure CRM and loyalty initiatives are coordinated with the broader customer experience and business strategy.
• Develop a test-and-learn culture by crafting and analyzing A/B tests, measuring performance, and making data-driven improvements.
• Provide ongoing reporting and insights on key performance indicators, campaign results, and customer trends to team members and leadership.
• Build and maintain strong working relationships with internal teams and external vendors to support the coordination and execution of CRM and loyalty efforts.
• Lead and mentor four Digital Coordinators, ensuring high-quality execution, professional development, and effective partnership.
• Stay current on CRM, loyalty, and digital engagement trends, tools, and technologies, and recommend improvements to increase program impact

What We're Looking For

• Bachelor’s degree in Marketing, Business, Communications, or related field. A comparable amount of training and related experience may be substituted.
• 5+ years of experience in CRM marketing, digital engagement, or loyalty program strategy.
• Experience handling direct reports or leading teams in a digital marketing environment.
• Proven track record to develop and optimize data-driven CRM and loyalty campaigns that drive retention and engagement.
• Strong understanding of lifecycle marketing, customer segmentation, personalization, and marketing automation.
• Experience running campaign planning, content creation, QA, and performance supervising across email, SMS, push, and digital platforms.
• Proficiency with CRM platforms and email service providers (ESPs); experience with Bloomreach Engagement preferred.
• Familiarity with HTML/CSS for customizing email templates and digital content.
• Skilled in analyzing campaign metrics and customer behavior to advise strategy and improve performance.
• Strong collaboration and interpersonal skills, with the ability to work cross-functionally and manage vendor relationships.
• Highly organized and diligent, with strong project management skills and the ability to manage multiple initiatives in an agile environment.
• Knowledge of compliance standards related to digital communications (e.g., CAN-SPAM).
• Basic knowledge of HTML/CSS and email design a plus