Position Title:  Manager, Digital Operations

CRM MANAGER

LOCATION: Toronto, CA

Be a part of a revolutionary change

At Rothmans, Benson & Hedges Inc. (“RBH”), Philip Morris International’s subsidiary in Canada, we’ve chosen to do something incredible. We’re totally transforming our business and building our future on smoke-free products!

With huge change comes huge opportunity. So, wherever you join us, you’ll enjoy the freedom to dream up and deliver better, brighter solutions and the space to advance your career in endlessly different directions.

Embracing Diversity, Equity, And Inclusion

We believe that diversity, equity, and inclusion are essential drivers of innovation and success. Our commitment is to create a workplace where everyone feels valued, respected, and empowered to share their unique perspectives.

We celebrate the innovation that diversity fosters and recognize that each employee's capabilities, experiences, and perspectives contribute to our teams and our work.

About the role

Lead the overall CRM strategy and execution for IQOS and VEEV, overseeing acquisition, retention, and loyalty initiatives across multiple consumer touchpoints. This role is responsible for defining the roadmap for CRM and SMS channels, aligning local and regional strategies, and ensuring that all initiatives drive measurable business results. As a manager, this role leads and coaches a team of 4 direct reports, fostering a culture of data-driven decision-making, consumer-centric innovation, and operational excellence.

Your day to day

Strategy & Leadership:

Serve as an internal subject matter expert on CRM data, indicators, and customer file health - including database growth, deliverability, and engagement Define and lead the local CRM strategy in alignment with regional teams, providing insights and market-specific approaches to improve acquisition and retention efforts.

Act as the primary liaison between local marketing, digital, and regional teams to ensure CRM initiatives are seamlessly integrated into broader brand and commercial strategies.

Consumer Acquisition, Retention & Loyalty:

Design and oversee consumer acquisition and retention strategies based on consumer understanding and purchase behavior, ensuring consumer-centered thinking and developing advanced segmentation strategies.

Lead the evolution of loyalty programs (e.g., Together Club) and MGM programs, creating tailored communication and journeys that build long-term trust and advocacy. Manage end-to-end email and SMS campaign process from ideation and calendar planning to creative briefing, segmentation, QA, deployment, and reporting. Implement new CRM technologies and innovations to personalize and segment communications.

CRM Operations & Data Management:

Oversee the management of consumer databases, ensuring data accuracy, segmentation, and activation strategies that increase engagement.

Lead the development of lead collection projects through multiple channels, ensuring proper integration with data sources and optimizing the conversion journey with effective content and messaging.

Ensure the efficient use of Salesforce Marketing Cloud (Full Suite), enhancing automation and personalization to drive retention and engagement.

Insights & Reporting:

Define key metrics and performance indicators for CRM programs, creating comprehensive dashboards and reports to communicate progress, insights, and opportunities to senior stakeholders.

Analyze consumer data and campaign performance to identify trends, areas of improvement, and business opportunities.

Cross-Functional & Stakeholder Management:

Collaborate with brand, digital, commercial, and IT teams to align CRM activities with broader business goals.

Influence regional and local teams by sharing best practices, market trends, and insights to drive continuous improvement.

Who we're looking for

• Business administration and/or Marketing degree and/or information technology related topics.
• 4+ years in CRM, loyalty programs, or consumer engagement roles.
• Proven experience leading teams and developing CRM strategies aligned with regional and local business objectives.
• Expertise in Salesforce Marketing Cloud (Full Suite) and consumer journey mapping.
• Proficient in SQL is required and basic HTML, CSS and UTM tracking links is a plus
• Strong analytical skills with experience in BI tools (e.g., Excel, Power BI, Access)
• Knowledge of lead generation, data management, and automation best practices.
• Familiarity with Sales, Service Cloud & Commerce Cloud is a plus.
• This is a Toronto-based role, and the candidate should be within a commutable distance of the RBH Head Office in North York

What we offer

We offer the opportunity to join an organization where you can grow in a wide range of business functions. You will have the chance to build your professional expertise, business understanding, and leadership capabilities in a collaborative, challenging environment where we will empower you to take risks, experiment, and explore.

Our company fosters excellence in execution and is comprised of dedicated people all working together to continue to grow our status as industry leaders. We offer our employees a competitive salary, an attractive compensation package, including flexible work schedules (where applicable), health and wellness programs, and attractive benefits options.

For this position, the salary starts at $141,300 with a full range of benefits.

You will also be part of an inclusive, diverse culture where everyone’s contribution is respected. Collaborate with some of the world’s best people and feel like you belong.

Equal Employment Opportunity

We are committed to providing equal employment opportunity regardless of race, ancestry, color, religion, marital/family status (including pregnancy), national origin, sex, sexual orientation, gender identity/expression, immigrant and newcomer status, age, citizenship, or disability.

We strive to recognize and value diversity and equity, and to ensure the inclusion of equity-deserving groups and the four designated groups under the Employment Equity Act: women, Indigenous peoples, persons with disabilities, and members of visible minorities. We value, respect, and equally support applicants from these groups.

Who we are

Our parent company, PMI, is one of the world’s leading international tobacco companies. In addition to the manufacture and sale of cigarettes, PMI is engaged in the development and commercialization of smoke-free products.

RBH is thrilled to announce that we have been officially certified as a Great Place to Work, a testament to our commitment to fostering a positive and inclusive workplace culture. Click on the following link to learn more about what RBH believes: https://www.rbhinc.ca/home/what-we-believe.

We welcome and encourage applicants to reach their full potential with us. We use artificial intelligence in the form of an algorithmic software in the application process to create efficiencies when sorting applicants and facilitating an effective screening process. Notwithstanding, the artificial intelligence software does not engage in autonomous candidate rejection and requires human intervention in screening relevant applications. If you are unable to apply for a position online or require any further accommodation during our recruitment process, please contact: AODA.RBH@rbhinc.ca.

Follow us on social media:

RBH LinkedIn: https://www.linkedin.com/company/rothmans-benson-hedges-inc/

Facebook: https://www.facebook.com/RothmansBensonHedges/

X: https://twitter.com/RBHinc

RBH website: https://www.rbhinc.ca/

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