Digital Marketing Associate - American Girl CRM

The Opportunity:
The CRM Marketing Associate is responsible for supporting the execution of American Girl’s CRM programs across email and SMS channels. This role supports day-to-day campaign planning, production, deployment, and QA while using campaign performance insights to help improve customer engagement, business outcomes, and CRM channel performance against key engagement, conversion, and revenue goals.
This role will partner cross-functionally with Marketing, Creative, Loyalty, Ecomm/Merchandising, IT, and external agency partners to deliver personalized, on-brand communications that support acquisition, retention, and lifetime customer value. The ideal candidate brings a balance of strong execution, attention to detail, and a data-informed mindset, with a passion for creating meaningful customer experiences.
What Your Impact Will Be:
Campaign Planning, Production & Execution:
Support the planning and execution of CRM campaigns across email and SMS, including promotional campaigns, product launches, and loyalty and seasonal initiatives. Support the maintenance of the CRM calendar to ensure alignment with broader marketing strategies, business priorities, and retail moments. Support development of creative briefs and partner with internal creative teams (design and copy) to deliver engaging, on-brand messaging. Provide input on messaging, subject lines, and creative to optimize performance and maintain brand voice. Coordinate campaign production across internal teams and external partners, ensuring timelines and deliverables are met while managing multiple priorities in a fast-paced environment.
Support audience segmentation and campaign targeting to support customer acquisition, onboarding, retention, and re-engagement. Support the build, launch, and ongoing maintenance of automated lifecycle journeys (e.g., welcome series, browse/cart abandonment, post-purchase, loyalty, winback). Use customer data to support personalization efforts and deliver relevant, timely messaging. Collaborate with merchandising and site teams to ensure strong alignment between CRM campaigns and the on-site experience, contributing to a seamless omnichannel customer journey.
Optimization & Testing:
Support ongoing optimization of CRM campaigns through A/B and multivariate testing across subject lines, creative, messaging, timing, and audience segments. Monitor campaign performance metrics and share learnings to support future optimization efforts and overall CRM performance against business and revenue objectives. Conduct thorough QA across all campaigns, ensuring accuracy of content, links, tracking, and overall customer experience.
Support CRM performance tracking by contributing to regular reporting for campaigns and key business moments. Monitor campaign performance and help identify trends and opportunities to improve engagement and conversion. Partner with teams to incorporate CRM efforts into broader marketing plans and share performance learnings to inform future campaign planning. Assist in the development of performance summaries and marketing decks as needed.
Data Stewardship & Best Practices:
Maintain strong customer data hygiene and support ongoing audience quality initiatives. Ensure all CRM communications adhere to email and SMS compliance standards (e.g., CAN-SPAM, TCPA) and deliverability best practices. Utilize CRM and project management tools (e.g., Klaviyo, Monday.com) to execute campaigns efficiently and accurately. Familiarity with customer data platforms (CDPs) or marketing data systems is a plus.
What We’re Looking For:
EDUCATION & EXPERIENCE:
1+ years of experience in CRM, lifecycle marketing, or email/SMS marketing, preferably within retail or consumer products
Hands-on experience with an ESP (Klaviyo preferred) and end-to-end campaign execution
Experience supporting CRM calendars, audience segmentation, and lifecycle campaigns
Experience working cross-functionally with creative, marketing, and merchandising teams
Excellent written/verbal, time management and quantitative/analytical skills required
Familiarity with campaign performance metrics and using data to inform optimization decisions
Strong PowerPoint and Excel skills preferred
KEY SKILLS AND COMPETENCIES
Understands the importance of delivering relevant, personalized communication across the customer lifecycle. Understands how CRM communications support the customer journey and brand experience.
Executional Excellence:
Highly detail-oriented with strong organizational and project management skills. Able to manage multiple campaigns and deadlines while maintaining a high standard of accuracy and quality in a fast-paced, high-volume environment.
• Data-Informed Decision Making:
Comfortable working with campaign performance data to identify trends and inform optimizations. Able to apply insights to improve future campaigns and support business goals without requiring deep analytical ownership.
Strong interpersonal and communication skills, with the ability to work effectively across cross-functional teams including Creative, Marketing, and Merchandising. Able to contribute ideas and recommendations that support campaign planning and execution.
• Adaptability:
Comfortable working in a fast-paced environment with shifting priorities. Demonstrates flexibility, curiosity, and a willingness to learn and grow.

Employment type
Full-time

Work arrangement
No