CRM and Loyalty Manager

Goodwill is one of the leading non-profit brands in the world and one of the largest non-profits in Southern California. We are a rapidly evolving organization and yet we have never been more focused on our Mission, on our people, and on our future. It’s always a GOOD day in SoCal! 

The CRM & Loyalty Manager is responsible for leading the strategy, implementation, and ongoing management of Goodwill Southern California’s Customer Relationship Management (CRM) and Loyalty Program. This role will play a critical part in launching Goodwill SoCal’s first fully integrated CRM and loyalty ecosystem—connecting retail shoppers, donors, e-commerce customers, and program participants into a unified engagement platform.

This position blends data strategy, marketing automation, loyalty program execution, and mission-driven storytelling to drive customer growth, increase retail revenue, deepen donor relationships, and strengthen Goodwill SoCal’s community impact.

Essential Duties & Responsibilities

CRM & Loyalty Program Strategy

• Lead the end-to-end implementation of Goodwill SoCal’s CRM platform in partnership with internal teams and external system integrators.
• Develop and manage the strategy for Goodwill SoCal’s loyalty program, including acquisition, engagement, rewards, and lifecycle marketing.
• Define customer segmentation strategies across key audiences: retail shoppers, donors, e-commerce customers, job program participants, and community supporters.
• Establish data governance and customer data standards to ensure accuracy, privacy, and compliance.

Campaign Development & Marketing Automation

• Build and execute CRM-driven campaigns across email, SMS, and digital channels to drive store traffic, conversion, and retention.
• Create automated customer journeys including welcome flows, win-back campaigns, donor stewardship, and loyalty milestones.
• Partner with Brand, Retail, Digital, and E-Commerce teams to ensure CRM is embedded across all campaigns.

Data, Insights & Performance Optimization

• Own CRM and loyalty program reporting, KPIs, and insights (e.g., active customers, repeat rate, lifetime value, redemption, churn).
• Translate customer data into actionable marketing strategies that improve revenue and engagement.
• Test, optimize, and continuously improve campaigns using A/B testing and performance insights.

Cross-Functional Collaboration

• Serve as the primary CRM & loyalty liaison between Marketing, IT, Retail Operations, E-Commerce, Workforce Development, and Finance.
• Partner with POS, eBay, and digital platform teams to ensure seamless data integration and customer experience.
• Collaborate with Compliance and Legal to ensure all communications follow privacy and data regulations.

Vendor & Platform Management

• Manage relationships with CRM platform providers, loyalty vendors, and marketing automation partners.
• Oversee platform configuration, enhancements, troubleshooting, and roadmap development.
• Own CRM-related budgets, contracts, and ongoing optimization planning.

Success Metrics

• Growth in loyalty membership and active CRM subscribers.
• Increase in repeat retail shoppers and donor retention.
• Lift in campaign conversion and e-commerce engagement.
• Improved customer lifetime value and store traffic.
• Successful on-time delivery of CRM & loyalty program launch.

Education & Experience

• Bachelor’s degree in Marketing, Business, Data Analytics, or related field.
• 5+ years of experience in CRM, loyalty, lifecycle marketing, or marketing automation.
• Hands-on experience with CRM platforms (Salesforce, Merkle, HubSpot, or similar).
• Proven success launching or managing a loyalty program in retail or multi-location environments.
• Strong analytical skills with the ability to interpret customer data and campaign performance.
• Experience working cross-functionally with IT, Retail Operations, and Digital teams.
• Experience in nonprofit, mission-driven, or cause-based organizations preferred.
• Experience with POS, e-commerce, and donor management system integrations preferred.
• Knowledge of data privacy regulations (CAN-SPAM, CCPA, GDPR fundamentals) preferred.
• Familiarity with marketing automation, segmentation logic, and customer journey mapping preferred.

• Strategic thinker with strong execution skills
• Data-driven with a customer-first mindset
• Highly organized and detail-oriented
• Exceptional communication and collaboration skills
• Mission-aligned with a passion for community impact
• This position requires local travel, 25% of the time.  A valid driver's license and state-required auto insurance are necessary. 
• Must have advanced knowledge proficiency of computer programs in a Windows environment, including Word, Excel, and E-mail.
• Background, drug screen, education and employment verification required. 

The annual base salary range for this position is $105,000 - $120,000. When extending an offer, the following will be considered, but not limited to: the candidate’s key skills, work experience and education, internal peer equity and other considerations permitted by federal, state and local laws.

Goodwill Industries in Southern California is an equal opportunity employer and gives consideration for employment to qualified applicants without regard to race, color, religion, sex, national origin, disability or protected veteran status. If you'd like more information about your EEO rights as an applicant under the law, please click here:

Goodwill gives preferential consideration to persons with barriers to employment.   Persons with disabilities are encouraged to apply. 

Equal Employment Opportunity

Goodwill is committed to a policy of equal employment opportunity for applicants and employees. 

Employment decisions will comply with all applicable laws prohibiting discrimination in employment including Title VII of the Civil Rights Act of 1964, the Age Discrimination Employment Act of 1967, the Americans with Disabilities Act of 1990, the Immigration and Nationality Act, and any other characteristic protected by federal or state law.  

Nondiscrimination on the Basis of Disabilities

In furtherance of our commitment to end discrimination against qualified disabled individuals, and in accordance with the provisions of Section 504 of the Rehabilitation Act of 1973, the Americans with Disabilities Act, and all regulations properly issued thereunder to protect the rights of qualified disabled persons, it is Goodwill's policy that no program or activity administered by it shall exclude from participation, deny benefits to or subject to discrimination any individual solely by reason of his or her disability.   Equal employment opportunity will be extended to qualified disabled persons in all aspects of the employer-employee relationship, including recruitment, hiring, upgrading, training, promotion, transfer, discipline, layoff, recall and termination.   We further affirm that we will provide reasonable accommodation to the known physical or mental limitations of an otherwise qualified disabled employee or applicant.  

It is the policy of Goodwill to provide reasonable accommodations for qualified persons with disabilities who are employees or applicants for employment.  If you need assistance for accommodations to interview because of a disability, please notify the Human Resources Department. 

Employment opportunities will not be denied to anyone because of the need to make reasonable accommodations for a disability.