CRM & Lifecycle Marketing Specialist
Alpharetta, GA / Dallas, TX
Marketing – Marketing /
Full-time /
Hybrid
At PDI Technologies, we empower some of the world's leading convenience retail and petroleum brands with cutting-edge technology solutions that drive growth and operational efficiency.
By “Connecting Convenience” across the globe, we empower businesses to increase productivity, make more informed decisions, and engage faster with customers through loyalty programs, shopper insights, and unmatched real-time market intelligence via mobile applications, such as GasBuddy. We’re a global team committed to excellence, collaboration, and driving real impact. Explore our opportunities and become part of a company that values diversity, integrity, and growth.
Role Overview:
PDI is seeking a CRM and Lifecycle Marketing Specialist will be an individual contributing manager that will manage CRM planning and execution for the #1 ranked Fuel Rewards® loyalty program. In this role, you’ll work on CRM and lifecycle marketing strategies that drive acquisition, deepen member engagement, and maximize lifetime value.
You’ll serve as the connective tissue between PDI, Shell, creative agencies, and coalition partners (e.g., AAA, Rewards Network), bringing together marketing objectives and platform capabilities. Your deep understanding of Salesforce Marketing Cloud (SFMC) will allow you to advise on high-impact journey design, segmentation strategy, and personalization without being hands-on-keyboard.
You are equally comfortable discussing data structure and personalization logic with technical teams and presenting strategic campaign direction to senior stakeholders.
Key Responsibilities:
- Act as a strategic CRM lead, partnering with Shell and agency teams to deliver high-performing lifecycle marketing campaigns aligned to business goals.
- Translate customer engagement objectives into platform-enabled strategies using Salesforce Marketing Cloud’s full capabilities.
- Guide internal and external execution teams on the use of hyper-targeted Data Extensions, dynamic content, AMPscript, and Einstein tools (e.g., Send Time Optimization, Path Optimizer).
- Collaborate with analytics teams to refine lifecycle scoring models and strategies that support personalized communications across the funnel.
- Recommend enhancements to CRM and loyalty marketing programs by applying industry best practices and data-driven insights.
- Ensure data hygiene, campaign governance, and regulatory compliance (e.g., GDPR, CCPA) across all CRM initiatives.
- Serve as an internal thought leader on SFMC, clearly communicating platform capabilities, strategic tradeoffs, and solution approaches to stakeholders.
- Maintain a roadmap of CRM initiatives in alignment with broader marketing and product strategies.
Qualifications:
- 2+ years of experience in CRM or lifecycle marketing strategy, preferably in a B2C or loyalty-driven environment.
- Expertise in Salesforce Marketing Cloud, with strong working knowledge of Journey Builder, Contact Builder, Automation Studio, and Email Studio.
- Familiarity with AMPscript, SQL, and Einstein tools (STO, Path Optimizer), with the ability to guide their application—even if not directly executing.
- Proven experience translating complex marketing goals into CRM strategies using customer data, platform capabilities, and segmentation logic.
- Strong understanding of customer lifecycle marketing, loyalty engagement, and journey mapping.
- Demonstrated success influencing cross-functional teams, agency partners, and stakeholders at varying levels of technical understanding.
- Excellent communication and project management skills.
- Bachelor’s degree in Marketing, Business, or related field (or equivalent experience).
Preferred Qualifications:
- Salesforce Marketing Cloud certifications (e.g., Email Specialist, Consultant)
- Experience working in loyalty or subscription-based models with tiered benefits
- Familiarity with data visualization tools like Power BI or Tableau
Behavioral Competencies:
- Strategic Mindset
- Customer Focus
- Drives Results
- Manages Complexity
- Collaborates Effectively
PDI is committed to offering a well-rounded benefits program, designed to support and care for you, and your family throughout your life and career. This includes a competitive salary, market-competitive benefits, and a quarterly perks program. We encourage a good work-life balance with ample time off [time away] and, where appropriate, hybrid working arrangements. Employees have access to continuous learning, professional certifications, and leadership development opportunities. Our global culture fosters diversity, inclusion, and values authenticity, trust, curiosity, and diversity of thought, ensuring a supportive environment for all.
