Visit Orlando is now recruiting for a full-time CRM Manager. The CRM Manager is responsible for the strategic development, implementation, and management of all email marketing, CRM programs and database initiatives. Manages the email marketing team in the conceptualization and implementation of CRM campaigns, including email campaign development, customer segmentation, personalization and messaging, scheduling and deliverability, campaign analysis, A/B test strategies and new campaign recommendations. Manages the customer communication plan, including customer journey, content calendar, reach, frequency and ongoing optimization to reach business goals. Responsible for the design and management of CRM database, segmentation, and modeling initiatives that that incorporate demographic and behavioral data from CRM systems, online tracking data and 3rd party data to enhance Visit Orlando's understanding of the customer and to optimize marketing initiatives through the application of data, segmentation and modeling. Leads the development, implementation and analysis of segmentation strategy including customer data integration, business requirements, data management, optimization and utilization across paid and owned channels.


CRM & Database

  • Manages and optimizes global CRM initiatives including lead generation, data acquisition, data capture, data enablement, segmentation, quality assurance, customer lifecycle engagement, retention and re-activation programs to maximize campaign performance and the consumer lifetime value.
  • Leads the CRM team in the planning, implementation and execution of all CRM initiatives to deliver against business goals. Work with Marketing managers in planning of Global Marketing campaigns to ensure adherence to Digital Strategy.
  • Leads the development of all best practices documentation (email, database, content and deployment) and ensures best practices are being adhered to across the organization to optimize deliverability, customer acquisition, engagement and retention, and keeps up on the latest tools, trends and techniques in email marketing and CRM.
  • Develop comprehensive CRM dashboards that report on Campaign, Database and Customer KPIs.
  • Create data-driven recommendations to develop and execute tests strategies that deliver against ROI targets while driving and optimizing email, customer engagement, database and business metrics and KPIs.
  • Pro-actively make adjustments to internal email marketing and database marketing processes to ensure efficiency and streamline projects.
  • Leads the implementation, analysis and optimization of database marketing strategies and tactics that are defined in the annual CRM plan. Provides recommendations to optimize database strategies such as global holdout and segmentation strategy and implement recommendations across paid and owned digital marketing channels.
  • Manages the implementation and operation of CRM database to ensure best-of-class data management, analytics and reporting.
  • Leads data capture including data collection points, data flow, 3rd party data and enhanced data feeds and ensure effective data integration and enablement to meet customer strategy and campaign initiatives. Serves as the primary contact for database vendors.
  • Creates, manage and regularly distributes marketing related reporting and analysis utilizing relational databases and reporting technologies such as SQL, Excel and Salesforce.
  • Leads the development and execution of all CRM automation and lifecycle programs including personalization, automation, dynamic content, triggered communication programs and customer journeys. Ensure that data requirements are being captured and effective implementation at scale to meet business goals.
  • Enhances, develops and implements new CRM programs that drive new leads, retention, re-activation through series of communications that deliver personalized and relevant content.
  • Develops and leads all reporting and analysis on CRM campaigns and the database, utilizing key success metrics to provide strategic recommendations for future email, CRM and database initiatives.
  • Develop segmentation and propensity models and implement the models to drive business KPIs.
  • Responsible for on-going ad hoc reporting for all database initiatives and provides counts and recommendations for segmentation, audience builds and enhanced data needs.


Email Marketing

  • Oversees the email marketing team in the development and implementation of content and messaging plan (lifecycle, transactional, promotional, informational, personalization and dynamic content strategies) and ensures alignment with campaign objectives and customer communication strategy.
  • Oversees the email marketing team in the campaign management of email marketing campaigns including campaign strategy, A/B testing, deployment, suppressions, etc. Serves as the subject matter expert on deployment best practices.
  • Manage the email marketing team in the development of business rules for Email campaigns including source systems, criteria, campaign decision trees, customer journey, segmentation requirements, suppressions, unsubscribes, tracking parameters, frequencies and timing.
  • Manages quality assurance and testing process for the email marketing team and internal partners. Responsible for email reputation and the integrity of email deliverability including certification, contact frequency governance, vendor relationships, data hygiene, testing email content deliverability performance, in-box rendering, and troubleshooting deployment issues.
  • Ensure compliance at all times with CAN-SPAM, CASL and privacy laws and adhere to data management laws and data governance guidelines.
  • Lead the development comprehensive testing & reporting matrix and provide analysis that assesses profitability and performance of each email campaign and customer performance on a daily, weekly, monthly, and ad hoc basis.
  • Utilize key success metrics and analysis results to provide strategic recommendations from email campaign enhancements and database marketing initiatives.
  • Track year over year campaign performance to identify changes in trends and recommend adjustments to optimize against business goals.
  • Maintain email campaign process, SOP, planning, campaign, content and messaging documentation.
  • Proactively monitors competitive market information and performance of email campaigns to make effective strategic recommendations for tactical, campaign, program and process improvements.
  • Possess the ability to load and deploy emails.
  • Manage and lead a team to identify new ways to leverage email marketing to drive business and customer KPIs such as lead generation, engagement and conversion from database.


Digital Marketing

  • Manages the customer communication plan including reach, frequency and customer journey across digital marketing channels, ensuring a cohesive cross-channel customer journey.
  • Design, implement and manage cross-channel digital marketing customer journeys including frequency, channel selection and optimize customer journeys based on analytics.
  • Develop and implement new ways of leveraging customer data/database across digital marketing channels (display, video, website, mobile, paid social, SEM, etc.).
  • Build audiences and segmentation from the database comprised of demographic, interest and other enhanced data and deploy them across paid digital marketing channels for effective and efficient prospecting and lookalike modeling.
  • Develop phased personalization roadmap, ensure that data requirements are met to drive personalization initiatives across digital marketing channels.
  • Develop dashboards and ad hoc reporting to monitor performance across digital marketing channels and provide recommendations to optimize programs and implement new tactics.
  • Partners with the Digital Marketing team, external agencies, and Market Managers to enhance audience targeting and prospecting for all paid digital media campaigns.



  • Manage, motivate and develop CRM team and ensure team is adequately equipped with tools, training and expertise to perform to perform the tasks associated with developing and implementing digital CRM programs.
  • Serves as the primary POC for Visit Orlando employees for all questions, inquiries and recommendations related to CRM, Email Marketing, Database and Digital Marketing initiatives.
  • Performs special projects as requested such as ad hoc campaign development and the development of B2B CRM, database and communication initiatives.
  • Collaborates with team members across all departments to educate them on new CRM, Database, and Digital Marketing trends and opportunities and to ensure their CRM and digital requirements are being met.
  • Ensures protection of the Orlando and Visit Orlando brand. Serves as a Brand ambassador.
  • Perform other duties as assigned.



  • Yes




Bachelor's degree (B.A.) from four-year college or university in Marketing, Business, Communication or other related discipline. Master's degree and/or certificate in Statistics/Data Mining is a preferred.

EXPERIENCE: 7-10 years of marketing experience with:

  • Demonstrated experience and success in email marketing from concept to completion and database management and usage.
  • CRM marketing experience executing a large scale program. Ability to implement marketing automation, segmentation, and sophisticated targeting strategies to CRM programs and paid and owned digital media channels.
  • Knowledge of Salesforce: Marketing Cloud and Database.
  • Advanced experience with SQL, database structure and relational databases.
  • Experience pulling, aggregating and analyzing data and creating complicated reports including dashboards, graphical reports, formulate based, well-formatted reports, drill-down reports and providing thorough business analysis and strategic, program and tactical recommendations.
  • Experience with data integration and leveraging 3rd party data and data feeds to improve enhance targeting and personalization initiatives
  • Experience working with email deployment platforms and troubleshooting dynamic content and deployment issues.
  • Expert knowledge of email marketing best practices and CAN-SPAM and CASL laws.
  • Exceptional combination of innovative and strategic thinking with extensive experience with hands-on execution.
  • Excellent client service and problem solving skills, able to identify and anticipate both opportunities and problems and proactively drive them to resolution.
  • Exceptional combination of creative and strategic thinking with hands-on execution.
  • Superior communication and interpersonal skills; and proven ability to partner across an organization and with outside agencies and vendors with a very strong deadline driven focus.
  • Superior project management, trafficking, proof reading and organizational skills, with high attention to detail, proven ability to prioritize multiple projects in a fast-paced, deadline-driven environment.
  • Goal-oriented, self-motivated, creative, flexible and adaptable to new situations and new responsibilities.
  • Extensive computer knowledge and proficiency in Microsoft applications and intermediate.
  • Demonstrated and proven ability to lead, mentor and project manage a team.
  • Pro-active, goal-oriented, self-motivated, flexible and adaptable to new situations and responsibilities.


Ability to read and interpret documents such as safety rules, operating and maintenance instructions, and procedure manuals. Ability to write routine reports and correspondence. Demonstrate strong verbal and communication skills with ability to speak effectively before groups of customers or employees of the organization.


Advanced expertise in pulling, analyzing and reporting on email marketing and database KPIs. Ability to calculate figures and amounts such as discounts, interest, commissions, proportions, percentages, area, circumference, and volume. Ability to apply concepts of basic algebra and geometry.



Ability to solve practical problems and deal with a variety of concrete variables in situations where only limited standardization exists. Ability to interpret a variety of instructions furnished in written, oral, diagram, or schedule form.



  • Strong organizational skills with the ability to set priorities, meet deadlines and manage multiple projects simultaneously. Needs strong analytical and problem-solving skills with a strong detail orientation.
  • Excellent project management skills with ability to multi-task and work well within a fast paced, deadline intensive environment.
  • Ability to work well independently as well as part of a team.





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