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 lif…