CRM Audience Lead

Responsibilities

• Define and own the global audience strategy, segmentation framework, and activation approach across CRM channels
• Architect scalable audience models, reusable cohorts, and targeting logic to improve personalization
• Lead audience activation strategy within Salesforce Marketing Cloud Advanced and Salesforce Data Cloud
• Partner with Enterprise Systems, Data Engineering, and CRM teams to shape audience infrastructure
• Establish audience governance standards, targeting methodologies, and validation processes
• Drive the adoption and operationalization of Data Cloud for segmentation and personalization
• Analyze audience and campaign performance trends to optimize targeting strategies
• Lead audience experimentation frameworks, including cohort design and testing strategies
• Develop scalable operating processes and documentation to support global CRM growth

Requirements

• 5+ years of experience in CRM, Audience Strategy, Lifecycle Marketing, or Marketing Technology
• Deep experience building scalable audience segmentation and targeting strategies
• Experience with Salesforce Marketing Cloud, Salesforce Data Cloud, Segment, or Snowflake
• Working knowledge of SQL and customer data structures
• Strong understanding of lifecycle marketing and customer journeys
• Experience in fast-paced, high-growth, matrixed organizations
• Understanding of global privacy and compliance regulations like GDPR and CCPA

About the Company

At The Knot Worldwide, we champion celebration. We power meaningful moments for millions around the world, helping customers plan life's most meaningful moments and helping small business owners grow and scale.