CRM Data Manager

At H&R Block, the CRM Data Manager is responsible for managing customer audience strategy, segmentation, data activation, and targeting execution that support marketing campaigns and customer lifecycle communications. This role combines CRM data expertise with marketing strategy, ensuring customer data is transformed into actionable audiences that drive engagement, retention, and revenue growth.

This role partners closely with CRM Strategy, CRM Operations, Analytics, Technology, Go-to-Market (GTM), and Product teams to deliver customer-centric targeting solutions. The CRM Data Manager leverages first-party data, segmentation strategies, and marketing technology platforms to enable highly targeted communications across Salesforce Marketing Cloud (SFMC), Adobe Journey Optimizer (AJO), and related CRM channels.

Day to day you'll...

• Develop and manage audience segmentation strategies that support acquisition, retention, cross-sell, and reactivation campaigns.
• Build and maintain target audiences for lifecycle, promotional, triggered, and seasonal CRM programs.
• Partner with CRM Strategy teams to translate marketing objectives into actionable targeting requirements.
• Collaborate with CRM Operations teams to ensure audiences are accurately delivered and activated for campaign execution.
• Define audience criteria, suppression logic, eligibility rules, and personalization requirements.
• Validate audience selections and targeting outputs to ensure accuracy and compliance with campaign specifications.
• Partner with Analytics teams to evaluate audience performance and identify optimization opportunities.
• Work with Technology teams to resolve data quality, integration, and audience delivery issues.
• Support testing initiatives and audience experimentation efforts.
• Maintain audience documentation and segmentation standards.