Senior CRM Marketing Manager (Tallahassee, FL, US, 32312)

About this role

Join Trulieve – Where Passion Meets Purpose

If you're interested in being part of one of the nation's fastest-growing industries, Trulieve may be the perfect place for you. We are proud to be recognized on TIME's America's Best Companies 2026 List, an honor awarded to top-performing U.S. organizations based on employee satisfaction, financial strength, and sustainability transparency. Trulieve was one of only two cannabis companies to receive this distinction.
If you have passion for helping others and want to make a meaningful impact through your work, this may be the role for you. At Trulieve, we strive to bring our patients the relief they need in products they can trust. Our plants are hand-grown in carefully controlled environments designed to minimize unwanted chemicals and pests, keeping the cultivation process as natural as possible every step of the way. To learn more about Trulieve and our mission, please visit

Requisition ID: 21775
Remote Work Available: Yes
Title: Senior CRM Marketing Manager
Department: MarketingReports to: Director, CRM & Loyalty Marketing, Digital Marketing
Location: Remote (eastcoast) in FL, PA, GA, OH, CT, WV, MD preferred
(Strategy, Scale & Ownership Lead)

Primary role: Own the CRM strategy, customer experience vision, operational framework, and long-term scalability across lifecycle, loyalty, acquisition, automation, CDP-enabled personalization, and AI-enhanced marketing. This role sets the vision for hyper-personalized customer journeys at scale, builds the roadmap, and ensures CRM becomes a fun, future-forward growth engine that customers actually feel.
Core Responsibilities
CRM Strategy & Direction

• Define and own the overall CRM strategy across lifecycle, personalization, loyalty, retention, acquisition, automation, and customer experience.

• Establish strategic guardrails for segmentation, testing, cadence, and channel mix.

• Identify optimization opportunities at scale (new use cases, automation, advanced targeting).

• Own customer journey mapping, journey planning, and journey execution across acquisition, onboarding, engagement, loyalty, winback, reactivation, and retention moments.

• Build and own the CRM roadmap, ensuring lifecycle initiatives, CDP capabilities, automations, testing plans, AI enhancements, and personalization use cases ladder up to a clear long-term vision.

• Champion hyper-personalization at scale by turning customer data, behavioral signals, lifecycle triggers, and AI-powered decisioning into relevant, timely, and genuinely delightful customer experiences.

Team Leadership & Oversight
Manage, develop, and set clear priorities for the Senior Digital Marketing Specialists, ensuring the team has the skills, context, tools, and accountability needed to deliver consistently.

• Coach team members on prioritization, decision-making, operational tradeoffs, platform ownership, and cross-functional leadership.

• Define clear ownership across roles, create strong execution standards, and ensure work can scale without constant escalation.

• Build a team culture focused on continuous learning, proactive problem-solving, documentation, and shared knowledge across channels and platforms.

Operational Excellence at Scale

• Ensure CRM operations are scalable, repeatable, and resilient across all markets.

• Own the day-to-day health and long-term evolution of CRM platforms, including administration standards, access, integrations, releases, feature adoption, documentation, and platform governance.

• Own high-level process design, governance, QA, monitoring, incident response, and documentation standards.

• Oversee risk management related to launches, outages, compliance, platform dependencies, and ecosystem changes.

• Manage CRM platform, agency, and technology vendors by defining scopes, timelines, deliverables, service levels, QA expectations, documentation, budgets, and accountability.

• Set a high bar for vendor partnership: vendors should accelerate execution and expertise, not become the sole source of truth for strategy, platform knowledge, testing, validation, or day-to-day decision-making.

Offer Decisioning & Personalization

• Own the offer decisioning strategy and operating model, including eligibility, suppression, prioritization, arbitration, contact rules, testing, measurement, and governance.

• Partner with loyalty, analytics, technology, merchandising, ecommerce, and operations to ensure offers are accurate, relevant, financially responsible, and executable across channels.

• Translate customer signals, lifecycle stage, affinity, behavior, and business rules into scalable next-best-action and next-best-offer experiences.

Channel, Device & Ecosystem Leadership

• Maintain current expertise in email, SMS/MMS, mobile push, in-app, web, app, paid-media audiences, and emerging CRM channels, including evolving best practices in omnichannel integration, AI, privacy, and security.

• Monitor and prepare for ecosystem changes—including iOS and Android upgrades, device-level privacy controls, deliverability requirements, consent expectations, attribution changes, app capabilities, and platform policy updates—and translate them into clear business and technical actions.

• Evaluate and responsibly adopt new capabilities in automation, predictive analytics, AI-assisted orchestration, and agentic workflows within defined governance and measurement guardrails.

Enterprise Data & Pipeline Readiness

• Proactively identify and assess relevant customer, transaction, behavioral, digital, retail, loyalty, service, and operational data available across the company.

• Partner with data, analytics, engineering, technology, product, ecommerce, retail, compliance, and business owners to define source-of-truth requirements and make usable data available to CRM systems.

• Ensure data pipelines provide a clean, complete, timely, validated, and well-documented entry into CRM, CDP, decisioning, reporting, and activation…