About Us
We're Royal Distributing, and we've been a leader in the Canadian powersports industry for the past 30 years. We provide our customers with quality products and top service to keep them riding their snowmobiles, ATVs, motorcycles, dirt bikes and more. We're embarking on the next phase of our growth, and we want you to join us!
The Opportunity
The Senior Manager, CRM & Customer Intelligence will lead Royal Distributing’s CRM, Customer Data Platform (CDP), marketing automation, and customer lifecycle strategy.
This role is responsible for transforming customer data into actionable insights that drive retention, customer lifetime value, personalization, and revenue growth. You will build scalable customer engagement programs powered by advanced segmentation, automation, predictive analytics, and AI-driven customer intelligence.
Working across Marketing, eCommerce, Merchandising, Analytics, Retail Operations, and Technology teams, you will help create a unified customer view and deliver highly personalized experiences across every customer touchpoint.
Responsibilities
CRM & Lifecycle Marketing Leadership
- Own the CRM strategy and customer lifecycle roadmap across email, SMS, loyalty, mobile, and emerging engagement channels.
- Design and optimize customer journeys that improve acquisition, onboarding, engagement, retention, reactivation, and customer lifetime value.
- Lead the development of automated lifecycle programs that drive measurable business outcomes.
- Establish customer communication frameworks that ensure relevant, personalized, and timely engagement.
Customer Data & CDP Strategy
- Lead the evolution and utilization of Royal Distributing's Customer Data Platform (CDP).
- Partner with Data, Technology, and Analytics teams to create a unified customer view across retail and eCommerce channels.
- Develop audience frameworks and segmentation models using transactional, behavioural, demographic, and engagement data.
- Identify opportunities to enrich customer profiles and improve data quality across systems.
AI, Analytics & Customer Intelligence
- Leverage AI-powered insights, predictive analytics, and machine learning capabilities to identify:
- Churn risk
- Customer lifetime value opportunities
- Purchase intent signals
- Product affinity trends
- Cross-sell and upsell opportunities
- Next-best-action recommendations
- Translate complex customer and business data into actionable recommendations for senior leadership.
- Develop dashboards, reporting frameworks, and KPI scorecards that measure customer health and marketing effectiveness.
- Partner with analytics teams to uncover new growth opportunities through customer behaviour analysis.
- Champion AI adoption across the marketing organization—proactively identify where AI and automation can replace manual effort, accelerate output, and improve quality, and upskill the team to work effectively alongside these tools.
Personalization & Automation
- Drive advanced personalization initiatives across all customer-facing channels.
- Build scalable automation programs that increase marketing efficiency while improving customer experience.
- Implement dynamic content, audience triggers, behavioural targeting, and AI-powered campaign optimization.
- Continuously evaluate new technologies and capabilities that improve customer engagement and business performance.
Testing & Optimization
- Establish a culture of experimentation through A/B testing, multivariate testing, and customer journey optimization.
- Measure and improve campaign performance through continuous testing and learning.
- Own CRM performance reporting including retention, engagement, revenue contribution, customer lifetime value, and segmentation effectiveness.
Cross-Functional Leadership
- Collaborate with Merchandising, eCommerce, Retail Operations, and Brand Marketing teams to align customer strategies with business priorities.
- Support product launches, promotional campaigns, and seasonal initiatives through customer-led marketing programs.
- Ensure compliance with CASL, privacy regulations, and customer data governance best practices.
Qualifications
Experience
- 5–8+ years of experience in CRM, Customer Lifecycle Marketing, Marketing Automation, CDP Management, Customer Intelligence, or Retention Marketing.
- Experience leading customer data and personalization initiatives within retail, eCommerce, or consumer-focused organizations.
- Demonstrated success developing lifecycle marketing strategies that improve customer retention and lifetime value.
Technical Expertise
- Experience with Customer Data Platforms (CDPs) such as Segment, Bloomreach, mParticle, ActionIQ, Salesforce - Data Cloud, or similar platforms.
- Strong experience with CRM and marketing automation platforms including Klaviyo, Salesforce Marketing Cloud, Braze, HubSpot, Adobe Campaign, or comparable solutions.
- Hands-on experience with AI-powered marketing technologies, predictive modelling, and customer intelligence tools.
- Understanding of customer data architecture, integrations, APIs, and modern martech ecosystems.
- Daily, hands-on user of AI tools including Claude to accelerate your own work—analysis, segmentation logic, content and copy testing, audience briefs, and reporting. You treat AI as a force multiplier, not an afterthought.
- Demonstrated track record of adopting emerging tools early and driving AI and automation adoption across a team.
Analytics & Strategy
- Strong analytical mindset with experience leveraging data to drive strategic decisions.
- Experience building customer segments, audience models, dashboards, and reporting frameworks.
- Ability to translate data into business insights and executive-level recommendations.
- Experience with BI and analytics tools such as GA4, Tableau, Power BI, Looker, or similar platforms.
Leadership & Collaboration
- Excellent communication and stakeholder management skills.
- Ability to work cross-functionally across Marketing, Technology, Analytics, eCommerce, and Retail teams.
- Strong project management skills and ability to manage multiple priorities simultaneously.
- Passion for customer experience, innovation, and data-driven decision making.
Preferred Qualifications
- Bachelor's degree in Marketing, Business, Analytics, Data Science, or related field.
- Experience in retail, eCommerce, automotive, powersports, marine, or enthusiast-driven consumer brands.
- Experience implementing AI-driven personalization or customer intelligence initiatives.
Additional Information
- Compensation Range: $80,000 to $95,000 per annum.
- Reports to the Director of Marketing and eCommerce
- Full-time position, Monday–Friday, with occasional overtime during peak seasons
- Work location in Guelph, Ontario and may be elgible for hybrid work
We are an equal opportunity employer and while we thank everyone for their interest, only those to be interviewed will be contacted. Royal Distributing is committed to promoting accessible recruitment as outlined in the Accessibility for Ontarians with Disabilities Act. Royal Distributing will attempt to accommodate persons with a disability in an appropriate and effective manner throughout all stages of the recruitment process. Accommodations will be provided upon request.
