Manager – CRM & Personalization

November 14, 2023
Dublin, OH
Job Type


Why Wendy's

You will be connecting data, technology and content at Wendys. You will play a key role in our:

  • digital transformation - leading our lifecycle communication strategy and execution to drive customer growth, retention and engagement. You are well-versed in relationship marketing, customer journey building, multi-channel communication strategies and data driven approach.
  • personalized 1:1 communication - in all our CRM channels, focusing on maximizing CLTV
  • audience and segmentation strategy - you enjoy testing, learning and iterating our communication to better suit our customer's tastes and preferences

You can work in a highly cross-functional setting optimizing CRM's integration into the overall Wendy's world to deliver effective results. You will champion a customer-first mentality in building a world-class CRM capability for Wendy's.
Business results - for fundamental CRM KPIs that measure the effectiveness of our program, delivering incremental + profitable results for all our stakeholders

1:1 personalization and customer engagement - create end-to-end acquisition and nurture strategies that result in growth; build all journeys + campaigns to reflect the true 1:1 connection with our customers across all lifecycle stages and increase their CLTV, in a data driven approach

Customer segmentation and retention - partner with internal and external stakeholders to carve our key customer segments that will drive the focus of our CRM program

Campaign planning and management - key partner for prioritizing journey + campaign roadmap, allocating resources that drive foundational+incremental value

Test and learn - primary champion of A/B testing at all touchpoints to drive campaign effectiveness that's fueled by best-in-class measurement techniques, while ensuring all content & campaigns are constantly improved based on feedback. You can challenge strategic assumptions and recommend an alternate approach.

Product ownership - key stakeholder representing the CRM program to achieve capabilities in our tech stack that will help drive customer engagement and 1:1 personalization

Journey and campaign building - problem statements, briefs, audience segments, campaign sizing & frequency geared towards 1:1 personalization

Product ownership - Development of business case & associated decisions on prioritization of product roadmap, campaigns, and development work

Decisions related to agency management, new CRM partners, or contract negotiations

Budget related to CRM resource allocation and planning


What we expect from you

Education: Bachelors Degree

Preferred: Master's Degree; Business Administration, Marketing

5+ years of experience in customer/ CRM/ Retention/ Lifecycle marketing within retail or e-commerce (restaurant industry/franchised business experience preferred)

Experience with and understanding of digital product and ordering channels (including mobile app, web, etc.), loyalty programs and systems, and CRM vendors or tools.

Consumer-centric, with strong knowledge of marketing campaign and creative communications development from strategic planning through execution and analysis

Analytical, data-driven mindset with critical thinking ability to translate data into easy-to-understand insights and business case; experience working with data scientists & engineering teams

Strong Project mgmt. and communication skills; has a bias for action + desire to be scrappy and learn quickly; Creates an inclusive culture for all viewpoints and perspectives

Education: High School Diploma/GED

Travel: 10%

Pay Range: $96,000 - $168,000 Annually

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