Senior Manager, CRM Growth

Summary

Join GoFundMe as our next Senior Manager of CRM Growth! In this player-coach role, you will bridge strategy and execution, collaborating with Product, Data, and Marketing teams. You will own the vision, roadmap, and performance of CRM efforts across email, SMS, and in-app messaging, developing personalized user journeys. This position requires deep technical fluency, strong growth instincts, and thriving in fast-paced environments. You will define and evolve GoFundMe's CRM strategy, identify opportunities to improve user retention and LTV, and partner with leadership to ensure alignment with customer needs and business priorities. You will also lead daily CRM operations, champion experimentation, and ensure best practices around compliance. Finally, you will collaborate with various teams, define key performance metrics, and evolve dashboards for executive audiences.

Requirements

• 5+ years of hands-on experience leading CRM or lifecycle marketing programs at a high-growth B2C company
• Deep expertise with modern CRM platforms (ideally Braze) and adjacent tooling (e.g., push/SMS platforms, CDPs, Amplitude, Optimizely)
• Strong data fluency — able to run cohort analysis, develop forecasts, and translate insights into practical action
• Track record of designing and scaling personalized customer journeys that drive measurable business outcomes
• Strategic mindset with a bias toward experimentation and continuous improvement
• Excellent communication and stakeholder management skills; comfortable working in cross-functional, matrixed teams
• Familiarity with deliverability best practices, regulatory standards (GDPR, CCPA), and CRM compliance frameworks

Responsibilities

• Define and evolve GoFundMe’s short- and long-term CRM strategy in alignment with growth, product, and brand goals
• Identify high-leverage opportunities to improve user retention, reactivation, and LTV across the customer lifecycle
• Partner with Growth, Product, and Data leadership to ensure CRM programs reflect both customer needs and business priorities
• POC for partnering with engineering on updates/changes to our CRM (Braze)
• Lead day-to-day CRM operations, including one-off sends and multi-step automated journeys across email, SMS, and in-app
• Orchestrate cohesive cross-channel experiences, ensuring message timing, sequencing, and frequency are user-centric
• Champion rapid experimentation (A/B and multivariate testing), and integrate behavioral triggers, dynamic content, and advanced segmentation to optimize performance
• Ensure best practices around tagging, deliverability, and privacy compliance (GDPR, CCPA, etc.)
• Collaborate with Data Science on cohort and uplift analyses, personalization strategies, and predictive modeling
• Define and track key performance metrics (open rates, CTR, CVR, churn, LTV, ROI) — balancing tactical insights with long-term growth impact
• Own and evolve dashboards that integrate CRM and paid media performance; regularly synthesize learnings for executive audiences
• Support efforts to streamline experimentation using tools such as multi-armed bandits (MAB) to reduce reliance on sequential testing
• Serve as a key connector between Data, Engineering, Product, and Creative to ensure campaigns are well-coordinated and scalable
• Collaborate with Product Marketing and Brand on launches and ongoing engagement efforts
• Establish documentation, QA processes, and internal enablement for CRM tools and programs

Preferred Qualifications

• Bonus: experience mentoring junior team members or building a CRM team from scratch
• Experience managing content across international markets, with sensitivity to regional behaviors

Benefits

• Competitive Benefits : Enjoy competitive pay and comprehensive healthcare benefits
• Holistic Support : Enjoy financial assistance for things like hybrid work, family planning, along with generous parental leave, flexible time-off policies, and mental health and wellness resources to support your overall well-being
• Growth Opportunities : Participate in learning, development, and recognition programs to help you thrive and grow