📌 Core Information
🔹 Job Title: Marketing Director, CRM & Personalization
🔹 Company: Public Storage
🔹 Location: Plano, Texas, United States
🔹 Job Type: Full-time
🔹 Category: Marketing
🔹 Date Posted: May 27, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site with flexible remote days
🚀 Job Overview
Key aspects of this role include:
- Strategic leadership in CRM and personalization across multiple channels
- Team management and development of CRM strategists, campaign managers, and personalization specialists
- Overseeing the CRM and personalization martech stack and data privacy compliance
- Cross-functional collaboration to embed CRM and personalization throughout the customer journey
ASSUMPTION: This role requires a high level of strategic thinking, leadership, and technical expertise in CRM and personalization to drive business growth and customer engagement.
📋 Key Responsibilities
✅ Define and own the vision, roadmap, and KPIs for CRM and personalization strategies across email, SMS, push, web, app, and offline touchpoints
✅ Foster a test-and-learn culture to continuously improve campaigns and drive business growth
✅ Champion customer-centricity at every level, ensuring communications are tailored, relevant, and timely
✅ Recruit, mentor, and lead a high-performing team, encouraging collaboration and agility
✅ Oversee the CRM and personalization martech stack, partnering with IT to optimize, upgrade, and integrate new capabilities
✅ Advance the use of data science and machine learning to inform segmentation, dynamic content, propensity modeling, and next-best-action recommendations
✅ Ensure data privacy and compliance with all regulations (CAN-SPAM, TCPA, CCPA, etc.)
✅ Lead the design, deployment, and optimization of lifecycle, triggered, and transactional CRM programs
✅ Guide campaign measurement, reporting, and actionable analysis for continuous improvement
✅ Own the personalization roadmap across digital and offline channels, including dynamic web content, product recommendations, and personalized offers
✅ Work closely with Product, Digital Marketing, Analytics, Field Operations, and Customer Care to embed CRM and personalization throughout the customer journey
✅ Present insights, strategies, and progress to executive leadership
ASSUMPTION: This role requires a strong understanding of CRM and personalization strategies, data-driven decision making, and the ability to work effectively with cross-functional teams.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, Data Science, or related field; Advanced degree (MBA, MS) preferred
Experience: 10+ years' progressive experience in CRM, database marketing, and digital personalization, with 5+ years in a leadership role
Required Skills:
- Proven track record of building, scaling, and optimizing CRM strategies that drive measurable increases in engagement, retention, and LTV
- Deep expertise with CRM and personalization tools (e.g., Salesforce Marketing Cloud, Braze, Adobe, Iterable, BlueConic, Dynamic Yield, or similar)
- Demonstrated success in leveraging data and analytics for campaign performance, segmentation, predictive modeling, and personalization
- Strong leadership, communication, and team development skills
- Advanced understanding of data privacy regulations and best practices
Preferred Skills:
- Experience in high-transaction, customer-facing environments (e.g., retail, e-commerce, consumer services, or subscription businesses)
- Skilled in loyalty, membership, or reward program design and operations
- Knowledge of self-storage, rental, or real estate industries a plus
ASSUMPTION: Candidates with a strong background in CRM, digital personalization, and data-driven marketing are most likely to succeed in this role.
💰 Compensation & Benefits
Salary Range: $150,000 - $180,000 (Based on industry standards for a Director-level role in Marketing with 10+ years of experience in the Real Estate industry in the Dallas-Fort Worth area)
Benefits:
- One of our values pillars is to work as OneTeam and we believe that there is no replacement for in-person collaboration but understand the value of some flexibility. Public Storage teammates are expected to work in the office five days each week with the option to take up to three flexible remote days per month.
- Our office is based in Plano, east of I75 near E. Park Blvd, just North of Historic Downtown Plano.
Working Hours: Full-time, 40 hours per week, with flexible remote work options
ASSUMPTION: The salary range provided is an estimate based on industry standards for the role, experience level, and location. Actual compensation may vary based on factors such as skills, qualifications, and negotiation.
📌 Applicant Insights
🔍 Company Context
Industry: Real Estate, specifically self-storage facilities
Company Size: 5,001-10,000 employees, providing a large and established work environment with ample opportunities for growth and collaboration
Founded: 1972, with over 50 years of experience in the self-storage industry
Company Description:
- Public Storage is the largest owner and operator of self-storage facilities in the world, with millions of customers and thousands of locations across the U.S. and Europe
- Recognized as a Great Place to Work, with employees voting them as having Best Career Growth, ranked in the Top 5% for Work Culture, and in the Top 10% for Diversity and Inclusion
- A member of the S&P 500 and FT Global 500, with common and preferred stocks trading on the New York Stock Exchange
Company Specialties:
Company Website: http://www.publicstorage.com
ASSUMPTION: Public Storage is a well-established company with a strong reputation in the real estate industry, offering a stable work environment and opportunities for career growth.
📊 Role Analysis
Career Level: Director-level, reporting directly to the Senior Vice President of Marketing
Reporting Structure: This role will oversee a team of CRM strategists, campaign managers, and personalization specialists, with the potential to grow the team based on business needs
Work Arrangement: On-site with flexible remote work options, with an expectation to work in the office five days each week and up to three flexible remote days per month
Growth Opportunities:
- Potential to grow and expand the team, providing opportunities for team members to take on additional responsibilities and advance their careers
- Collaboration with cross-functional teams, offering exposure to various aspects of the business and potential career paths within the organization
- Working for a large, established company with opportunities for internal mobility and career progression
ASSUMPTION: This role offers a unique opportunity to lead a critical function within the marketing department, with the potential for significant impact on the company's growth and customer engagement.
🌍 Location & Work Environment
Office Type: Corporate office environment, with a focus on collaboration and in-person interaction
Office Location(s): Plano, Texas, with the option for flexible remote work
Geographic Context:
- Plano is a city in Texas, located north of Dallas, offering a mix of urban and suburban living with a high quality of life
- The Dallas-Fort Worth area is a major metropolitan region with a diverse economy and numerous cultural attractions
- The office is located east of I75 near E. Park Blvd, just North of Historic Downtown Plano, providing easy access to amenities and public transportation
Work Schedule: Full-time, 40 hours per week, with flexible remote work options
ASSUMPTION: The work environment at Public Storage is collaborative and customer-focused, with a strong emphasis on teamwork and innovation.
💼 Interview & Application Insights
Typical Process:
- Initial phone or video screen to assess cultural fit and basic qualifications
- In-depth behavioral and technical interview with the hiring manager and/or team members
- Final interview with the Senior Vice President of Marketing or another senior leader
- Background check and reference check for the final candidate
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Technical expertise in CRM and personalization tools
- Leadership and team management skills
- Cross-functional collaboration and communication skills
- Data-driven decision making and analytical skills
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Demonstrate your understanding of CRM and personalization strategies, as well as your ability to drive business growth and customer engagement
- Showcase your leadership and team management skills, as well as your ability to work effectively with cross-functional teams
- Prepare for behavioral and technical interview questions that assess your strategic thinking, problem-solving, and data-driven decision making skills
ATS Keywords: CRM, personalization, marketing strategy, data-driven, team leadership, cross-functional collaboration, customer engagement, customer retention, LTV, campaign management, data privacy, segmentation, predictive modeling
ASSUMPTION: The application process for this role is likely to be competitive, with a focus on candidates who possess a strong background in CRM and digital personalization, as well as proven leadership and team management skills.
🛠️ Tools & Technologies
- CRM and personalization tools (e.g., Salesforce Marketing Cloud, Braze, Adobe, Iterable, BlueConic, Dynamic Yield, or similar)
- Data analysis and visualization tools (e.g., Tableau, Power BI, Google Analytics)
- Project management tools (e.g., Asana, Jira, Trello)
- Collaboration and communication tools (e.g., Microsoft Office, Google Workspace, Slack)
ASSUMPTION: Candidates should have experience with CRM and personalization tools, as well as a strong understanding of data analysis and visualization techniques.
👔 Cultural Fit Considerations
Company Values:
- OneTeam: We work together, supporting and challenging each other to achieve our best
- Integrity: We do the right thing, always
- Customer Focus: We put our customers first in all we do
- Innovation: We continuously seek new and better ways to serve our customers and grow our business
Work Style:
- Collaborative and team-oriented, with a focus on in-person interaction and communication
- Data-driven and analytical, with a strong emphasis on continuous improvement and optimization
- Customer-centric, with a focus on delivering exceptional customer experiences at every touchpoint
Self-Assessment Questions:
- Do you thrive in a collaborative, team-oriented work environment with a focus on in-person interaction and communication?
- Are you comfortable working with data and using data-driven insights to inform your decision making and strategy?
- Do you have a strong customer focus and a passion for delivering exceptional customer experiences?
ASSUMPTION: Candidates who are a strong cultural fit for Public Storage will possess a collaborative and team-oriented work style, with a strong focus on data-driven decision making and customer-centricity.
⚠️ Potential Challenges
- Managing a high-performing team with diverse skills and backgrounds, requiring strong leadership and communication skills
- Balancing the need for strategic, long-term planning with the demands of day-to-day campaign management and optimization
- Working effectively with cross-functional teams, requiring strong collaboration and communication skills
- Navigating a large, established organization with a complex matrix reporting structure
ASSUMPTION: These challenges can be overcome with strong leadership, effective communication, and a focus on building and maintaining strong relationships with team members and cross-functional partners.
📈 Similar Roles Comparison
- This role is unique in its focus on CRM and personalization strategies, requiring a strong background in marketing, data analysis, and team leadership
- Compared to other marketing roles, this position places a greater emphasis on data-driven decision making and technical expertise in CRM and personalization tools
- Career progression in this role may lead to opportunities in marketing leadership, data science, or customer experience management
ASSUMPTION: Candidates should have a strong understanding of CRM and personalization strategies, as well as a proven track record of driving business growth and customer engagement through data-driven marketing.
📝 Sample Projects
- Developing and executing a comprehensive CRM and personalization roadmap, including segmentation, dynamic content, and next-best-action recommendations
- Optimizing campaign performance through A/B testing, multivariate testing, and data-driven analysis
- Designing and implementing loyalty, membership, or reward programs to drive customer retention and LTV
ASSUMPTION: These sample projects demonstrate the strategic, data-driven, and customer-centric nature of the role, as well as the importance of technical expertise in CRM and personalization tools.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics, and how this role fits within the organization?
- How does the company support and invest in the professional development of its marketing team members?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does the company measure and track the success of its CRM and personalization strategies?
- What opportunities exist for collaboration and integration with other marketing channels and teams?
ASSUMPTION: These questions demonstrate a strong understanding of the role and a commitment to driving business growth and customer engagement through effective CRM and personalization strategies.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role, with a focus on CRM and personalization strategies, data-driven decision making, and leadership and team management skills
- Prepare for behavioral and technical interview questions that assess your strategic thinking, problem-solving, and data-driven decision making skills
- Follow up with the hiring manager or recruiter within one week of submitting your application to express your interest and reiterate your qualifications for the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
