CRM Audience Lead

WHAT WE DO MATTERS:

At The Knot Worldwide, we champion celebration - and that starts with celebrating our people. Our employees are passionate dreamers, thoughtful doers, and lifelong learners who power meaningful moments for millions around the world. We’re united by authentic connection, shared purpose, and a deep commitment to the global community we serve. Here, flexibility and belonging go hand in hand with high performance. Driven by our core values, we believe the best ideas come from empowered teams: those who consistently collaborate with intention to design solutions, spark ideas, and drive impact. Our people are at the heart of our success.

ABOUT THE ROLE AND OUR TEAM:

The CRM Audience Activation Lead is a strategic leader within the Global Vendor CRM team, responsible for defining and scaling the audience strategy, targeting frameworks, and activation infrastructure that power lifecycle marketing across global CRM channels.

This role sits at the center of CRM strategy, data activation, and marketing technology, owning how audiences are structured, governed, personalized, and activated across Email, SMS, Push, in-product messaging, and future channels.

You will architect scalable audience frameworks that improve targeting precision, accelerate campaign execution, and unlock more sophisticated lifecycle marketing capabilities globally. This role will play a critical part in advancing The Knot Worldwide’s adoption of Salesforce Data Cloud and evolving CRM from campaign-based execution toward intelligent, behavior-driven customer engagement.

RESPONSIBILITIES: 

• Define and own the global audience strategy, segmentation framework, and activation approach across CRM channels (Email, SMS, Push, in-product messaging, etc.)
• Architect scalable audience models, reusable cohorts, and targeting logic that improve personalization, lifecycle performance, and operational efficiency
• Lead audience activation strategy within Salesforce Marketing Cloud Advanced and Salesforce Data Cloud, helping evolve CRM toward more intelligent, behavior-based engagement
• Partner with Enterprise Systems, Data Engineering, and CRM teams to shape audience infrastructure, data models, and activation capabilities
• Translate business objectives and lifecycle strategies into scalable audience solutions, segmentation requirements, and activation frameworks
• Establish audience governance standards, targeting methodologies, and validation processes that improve targeting accuracy while enabling faster execution
• Drive the adoption and operationalization of Data Cloud for segmentation, personalization, and cross-channel activation use cases
• Analyze audience and campaign performance trends to continuously optimize targeting strategies, lifecycle journeys, and personalization opportunities
• Lead audience experimentation frameworks, including cohort design, audience splits, and testing strategies to improve engagement and conversion outcomes
• Serve as the strategic CRM audience lead across Marketing, Product, Enterprise Systems, and Data teams, influencing prioritization and long-term CRM scalability
• Develop scalable operating processes and documentation that reduce operational friction and support global CRM growth across US and International markets

IDEAL AUDIENCE STRATEGY & QA CANDIDATES HAVE:

• BA/BS degree preferred, with 5+ years of experience in CRM, Audience Strategy, Lifecycle Marketing, Marketing Technology, or Data Activation roles
• Deep experience building scalable audience segmentation and targeting strategies within CRM ecosystems
• Strong understanding of lifecycle marketing, customer journeys, and behavior-based personalization
• Experience with marketing automation and customer data platforms (Salesforce Marketing Cloud, Salesforce Data Cloud, Segment, Snowflake, etc.)
• Experience designing scalable audience frameworks, governance models, and activation processes
• Working knowledge of SQL and customer data structures
• Ability to translate complex business and lifecycle requirements into scalable audience solutions
• Experience operating in fast-paced, high-growth, matrixed organizations
• Strong cross-functional leadership and stakeholder management skills
• Understanding of global privacy and compliance regulations (GDPR, CCPA, CASL, CAN-SPAM)

SUCCESS LOOKS LIKE…

• CRM teams can launch sophisticated lifecycle programs faster through scalable audience frameworks and reusable targeting models
• Audience strategy and activation infrastructure enable more advanced personalization and lifecycle orchestration
• Salesforce Data Cloud becomes a scalable foundation for CRM activation and segmentation
• Reduced operational friction and greater targeting agility across CRM programs
• Improved lifecycle performance through smarter audience strategy and behavior-based targeting
• CRM capability scales globally without linear increases in operational complexity

At The Knot Worldwide, we believe you are more than a resume and invite you to go for it, take the leap of faith, and apply for this job if it sparks your passion to join TKWW and make a difference! 

This role is Ver el correo electrónico en es.fitly.work and based near one of our office hubs. You’ll be expected to work in the office two days a week as part of our hybrid work model.

#professional-track #LI-Hybrid

At The Knot Worldwide, we believe you are more than a resume and invite you to go for it, take the leap of faith, and apply for this job. Together, we have an incredible opportunity to make it even easier for our customers to plan life’s most meaningful moments and for our small business owners to grow and scale. We would love to have you with us on our journey.

WHAT WE LOVE ABOUT YOU:

• Commit to our customers : You act as one team on behalf of our customers. You lead with head and heart, and build what matters for life's most meaningful moments.
• Raise the bar: You define "great" and work backwards. You don't just accept how it's been done, but boldly define how it should be. You are unafraid to innovate, learn, and keep moving forward toward our shared vision.
• Be all in: You believe in our mission and take ownership of your work. You debate openly to reach the best outcomes, speaking with clarity and care, embracing diverse perspectives, then commit fully.
• Celebrate impact: You measure success by the outcomes you create. You hold yourself accountable to delivering value, while recognizing progress and the lessons learned along the way. You love to win, together.

WHAT YOU LOVE ABOUT US:

We believe in a wide range of holistic offerings to support our employees so that they can live our values day in and day out. From mental wellbeing, physical health and financial planning, to engaging perks and discounts, we are in the business of celebrating and supporting the Moments that Matter, both in and out of the office.. We offer flexible vacation, generous parental leave, and prioritize initiatives that support the growth, development, and happiness of our people.

Ver el correo electrónico en es.fitly.work is our approach to hybrid work. It’s designed to support how we work best: combining the flexibility we value with meaningful opportunities to connect in person. Whether a role is Ver el correo electrónico en es.fitly.work or not, we believe in purposeful moments to come together, build strong relationships, and drive bold ideas forward.

• For Ver el correo electrónico en es.fitly.work roles, this includes regular in-office time to foster collaboration and connection.
• For roles not eligible for in-office expectations , we support connection through virtual collaboration and intentional gatherings.

To facilitate in-person collaboration, we have office spaces in Barcelona, Spain; Delhi, India; Galway, Ireland; London, England; New York, NY; and Washington, D.C.

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US Notice: The Knot Worldwide provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, or disability. In addition to federal law requirements, The Knot Worldwide complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities. The Knot Worldwide expressly prohibits any form of workplace harassment based on race, color, religion, gender, sexual orientation, gender identity or expression, national origin, age, genetic information, disability, or veteran status.

Privacy Notice: The Knot Worldwide (TKWW) processes your personal data to evaluate your application, based on the legal ground of taking steps prior to entering into a potential employment contract. Only the data strictly necessary for this purpose is collected. In some cases, your data may also be processed based on TKWW’s legitimate interests (e.g., to improve recruitment practices or manage candidate pools), to which you can object at any time. You have the right to access, rectify, or delete your data, and to object to certain uses. To learn more about your rights, please consult our The Knot Worldwide (TKWW) processes your personal data to evaluate your application, based on the legal ground of taking steps prior to entering into a potential employment contract. Only the data strictly necessary for this purpose is collected. In some cases, your data may also be processed based on TKWW’s legitimate interests (e.g., to improve recruitment practices or manage candidate pools), to which you can object at any time. You have the right to access, rectify, or delete your data, and to object to certain uses. To learn more about your rights, please consult our Privacy Policy . If you wish to file a complaint, you may contact the competent data protection authority. If you wish to file a complaint, you may contact the competent data protection authority.