Job Specifications
About Shinola
At Shinola, we make beautiful, enduring, handcrafted goods that are built to be lived in, worn out, and well-loved. Our thoughtful craftsmanship, timeless design, and spirited stories inspire our customers to live well, with confidence & joy—in a style that is uniquely their own! Because we are a growing and evolving company, each employee is a key stakeholder, making decisions every day that directly impact our overall vision and direction. At Shinola, you’ll have the opportunity to make a significant contribution at the start of what we believe will become an iconic American brand.
About The Role
The CRM Manager role will lead the strategy, execution, and optimization of Shinola’s client relationship management programs. This role will redefine how Shinola connects with guests—both online and in-store—through data-driven outreach, loyalty programming, and elevated service experiences. The ideal candidate is equally analytical and guest-obsessed: someone who can translate data into meaningful customer touchpoints, reimagine loyalty programs, and empower retail teams with tools for personalized engagement. This role will work cross-functionally with Marketing, Retail, and Ecommerce leaders. This is a high-impact role, based in our Detroit headquarters, that will directly influence how we build lasting guest relationships.
Key Responsibilities
Collaborate with Marketing, Retail, Ecommerce, and Channel Leaders to redefine and rebuild Shinola’s Loyalty Program to strengthen retention and engagement
Support and optimize CRM initiatives across Marketing, Brand, and Channels to ensure a streamlined, strategic clienteling approach
Develop and execute weekly CRM strategies for 1:1 outreach—including product launches, post-purchase follow-ups, lapsed guest engagement, and new guest onboarding
Build curated, product-driven outreach strategies for retail teams to enhance personalization and sales impact
Map the full guest journey across brand touchpoints to maximize engagement, retention, and lifetime value
Analyze KPIs and CRM data to measure ROI; refine strategies based on performance insights
Deliver weekly execution results to Business Channel Leaders and Marketing; build monthly reports for sales analysis, incentive tracking, and program performance
Ensure consistent use of CRM platforms by retail and marketing teams through audits, training, and optimization
Serve as the subject matter expert on CRM technology and customer data platforms across all business channels
Support Shinola’s Loyalty Experience with templates, outreach strategies, milestone gifting, and personalized communications
Act as the primary liaison between HQ/Marketing and Retail loyalty representatives, ensuring alignment, insights sharing, and guest impact
Qualifications
5+ years of experience in CRM, clienteling, loyalty, or customer experience roles—preferably in retail, luxury, or lifestyle brands
Strong knowledge of CRM systems, customer data platforms, or marketing automation tools (e.g., Salesforce, Klaviyo, NewStore, HubSpot) and how to leverage them to drive results
Analytical mindset with proven ability to track KPIs, build reports, and measure ROI
Exceptional communication and organizational skills; able to collaborate cross-functionally and influence without direct authority
Highly detail-oriented with a passion for creating elevated guest experiences
Note: This job description is not meant to be all-inclusive. Employee may be required to perform other duties to meet the ongoing needs of the organization.
Filson and Shinola are equal opportunity employers. We believe that every employee has the right to work in surroundings which are free from all forms of unlawful discrimination. It is our policy that all decisions involving any aspect of the employment relationship will be made without regard to race, color, sex, religion, age, national origin, marital status, sexual orientation, gender identity, the presence of any sensory, mental, or physical disability, veteran and military status, genetic information, political ideology or any other status or characteristic protected by local, state or federal law. Discrimination and/or harassment based on any of those factors are totally inconsistent with our philosophy of doing business and will not be tolerated.
With regard to applicants or employees with disabilities, the company offers what the law refers to as "reasonable accommodation" to enable a person to perform his or her job.