Sr. Customer Relationship Manager

General Summary

Reporting to the Manager, Service and Parts Marketing, the Sr. Customer Relationship Manager leads Kia America's aftersales customer relationship management and owner retention strategy, driving initiatives that improve service retention, customer lifetime value, dealer engagement, parts and accessory sales, and overall dealer profitability. The role establishes strategic priorities, retention marketing frameworks, and dealer-focused programs that support Service Operations business objectives and enhance the ownership experience.

The position is responsible for the strategic direction, execution, optimization, and performance of the Kia Owner Retention Experience (KORE) program and related CRM initiatives. This includes leadership of agency partners, CRM platforms, customer communications, and retention marketing programs across the dealer network. The role leverages customer insights, business performance data, and analytics to monitor key CRM performance metrics, evaluate campaign effectiveness, identify growth opportunities, and drive continuous improvement.

As a key business leader, this position influences and partners with cross-functional internal and external stakeholders, including agency partners, CRM platform providers, field teams, Customer Experience, Connected Car, Legal, and dealer-facing organizations to align customer retention strategies with enterprise objectives. The role is accountable for programs that drive owner retention, dealership service traffic, dealer marketing participation, customer loyalty, and aftersales revenue growth while maximizing the effectiveness of team resources and marketing investments.

Essential Duties and Responsibilities

Priority One – 35%

CRM Strategy & Retention Marketing Leadership

• Lead Kia America's aftersales CRM and owner retention strategy, establishing strategic priorities, customer engagement frameworks, and marketing initiatives that drive service retention, customer loyalty, customer lifetime value, dealer engagement, and aftersales revenue growth. Direct the planning, development, execution, and continuous enhancement of the Kia Owner Retention Experience (KORE) program and related owner communication initiatives across email, direct mail, SMS, social media, search, and emerging channels. 

Priority Two – 30%

Program Operations & Vendor Management

• Oversee operational management of the KORE program, including agency partners, CRM platforms, dealer marketing tools, program governance, dealer communications, training, compliance, budgeting, invoicing, and recovery processes. Lead relationships with external vendors and internal stakeholders to ensure efficient program execution, dealer adoption, operational excellence, and alignment with Service Operations objectives.

Priority Three – 10%

Cross-Functional Team Collaboration, Accessory Sales & Marketing Support

• Manage and develop department resources to maximize organizational effectiveness and achievement of business objectives. Provide leadership, coaching, and performance management for direct reports while influencing cross-functional teams, agency partners, field personnel, Connected Car, Customer Experience, Legal, and other stakeholders to successfully execute retention and aftersales initiatives
• Support accessory sales growth initiatives by collaborating with Accessory Sales Team for both PIO and DIO programs.  Include marketing communications in KORE program, and enhance awareness of available accessories specific to owner’s model.
• Coordinate with MPA and KORE program provider to develop and execute CRM campaigns to support sell down of excess and obsolete accessory inventory.  

Priority Four –15%

Analytics & Performance Optimization

• Develop, monitor, and analyze key CRM and retention performance metrics, including customer behavior, campaign effectiveness, retention trends, dealer participation, and program ROI. Leverage data-driven insights to identify business opportunities, optimize program performance, improve customer engagement, and support strategic decision-making.

Priority Five – 10%

Business Results & Revenue Growth

• Drive achievement of Service Operations performance goals related to owner retention, dealership service traffic, parts and accessory sales, dealer marketing participation, and overall aftersales revenue. Ensure CRM strategies and retention programs deliver measurable business results and support long-term dealer and customer value.

This list of essential responsibilities and duties is not exhaustive and may be supplemented and changed as necessary by management.

Qualifications/Education

• Bachelor’s degree in Marketing, Business, or equivalent work experience.

Job Requirement

Personally Performed Duties

• Lead the strategic direction, development, execution, and improvement of Kia America's aftersales customer relationship management and owner retention initiatives, ensuring alignment with Service Operations business goals and customer experience objectives.
• Direct all aspects of the Kia Owner Retention Experience (KORE) program, including lifecycle, triggered, seasonal, and business-driven customer communication campaigns across email, direct mail, SMS, social media, search, and other emerging channels.
• Lead the aftersales marketing agency and other external partners in the planning, development, execution, optimization, and measurement of retention marketing programs, ensuring performance, compliance, and alignment.
• Manage CRM technologies, marketing platforms, dealer communication tools, and related vendor relationships to ensure operational efficiency, program effectiveness, and successful dealer participation.
• Develop, track, and analyze key CRM performance indicators, including customer engagement, retention rates, campaign effectiveness, dealer participation, return on investment, and customer behavior trends to identify opportunities and drive continuous business improvement.
• Collaborate with Customer Experience, Connected Car, HAEA, Legal, Regional and Field teams, IT, and other business stakeholders to enhance customer communications, improve data utilization, and support enterprise-wide retention initiatives.
• Serve as the primary Service Operations liaison for owner communication initiatives, ensuring alignment between customer engagement strategies, dealership needs, and organizational priorities.
• Manage departmental and program budgets, including planning, forecasting, invoice approval, expenditure oversight, dealer recovery processes, and financial performance monitoring to maximize return on marketing investments.
• Prepare and deliver business reviews, executive presentations, performance reports, strategic recommendations, and approval materials for leadership and cross-functional stakeholders.

Overall Related Experience  

• 5 to 7 years working in Customer Relationship Management (CRM), lifecycle marketing, or equivalent work experience.
• Supervisory experience.
• Automotive industry experience (such as an OEM field manager or dealership fixed ops mgr.) preferred.
• Experience leveraging customer data platforms (CDP), CRM technologies, marketing automation platforms, customer segmentation tools, and analytics solutions.

Directly Related Experience

• Demonstrated experience managing external vendors and marketing agencies, including performance oversight, strategic direction, brand compliance, legal compliance, and budget accountability.
• Strong project management skills with the ability to lead cross-functional teams and initiatives, manage multiple priorities, and deliver results within established timelines and budgets.
• Comprehensive understanding of CRM strategies and multi-channel marketing solutions, with experience executing integrated campaigns across email, direct mail, search engine marketing (SEM), social media marketing (SMM), and other digital channels to drive customer engagement, retention, and business performance.
• Experience with, or the ability to quickly learn, digital marketing and project management/editing tools, including Adobe Creative Suite, Basecamp, and similar platforms. 

Specialized Skills and Knowledge Required

• Demonstrated tenacity and strong follow-up skills, with the ability to proactively drive initiatives to completion, effectively challenge assumptions when appropriate, and influence stakeholders to achieve the best possible outcomes for Kia, its dealers, and customers.
• Strong organizational and project management skills with the ability to manage multiple priorities at once. 
• Strong attention to detail with a proven ability to maintain accuracy and quality in all deliverables and program contracts.
• Excellent proofreading and editing skills, with the ability to identify and correct errors while ensuring consistency and brand, and legal compliance.
• Exceptional written and verbal communication skills, with the ability to effectively collaborate with agency partners and internal stakeholders (including Regions/Field, HAEA, Legal, CX Journey, Connected Car).
• Proficiency in Microsoft Windows-based environments and standard business software applications.
• Demonstrated budget management experience, with knowledge of basic accounting principles and financial reporting preferred.
• Analytical and problem-solving capabilities with a focus on process improvement and effectively collaborating with key stakeholders for problem resolution.
• Demonstrate Concern for Quality, minimizing job performance errors; maintain optimal quality through quick revision and immediate corrections.

Other Requirements

• Physical Requirements: frequent sitting, vision, hearing, and talking up to 90% of the time.
• Up to 5% of (domestic and/or international) travel.
• Job demands may include reading (documents), detailed work, confidentiality, problem solving, language, reasoning skills, oral communication, written communication, customer contact, ability to effectively present information in one-on-one and small group situations to customers, vendors, and other employees, multiple concurrent tasks, ability to work with constant interruptions, etc.
• Must be able to maintain focus and attention to detail in a fast-paced environment.
• Ability to analyze information and make sound decisions under time constraints.
• Problem-solving skills and the ability to work independently
• Must be able to respond to challenges with poise and agility.
• Ability to handle competing priorities effectively and with composure.
• Other duties as assigned.