📌 Core Information
🔹 Job Title: Marketing Director, CRM & Personalization
🔹 Company: Public Storage
🔹 Location: Plano, Texas, United States
🔹 Job Type: Full-time
🔹 Category: Marketing
🔹 Date Posted: June 3, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site
🚀 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
- Technology, data, and personalization management, including CRM and personalization martech stack
- Campaign planning, execution, measurement, and optimization
- Cross-functional collaboration with Product, Digital Marketing, Analytics, Field Operations, and Customer Care
ASSUMPTION: This role requires a high level of strategic thinking, leadership, and cross-functional collaboration to drive customer engagement and loyalty through data-driven CRM and personalization strategies.
📋 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 that leverages insights 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 team of CRM strategists, campaign managers, and personalization specialists
✅ Oversee CRM and personalization martech stack, partner 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 analysis, and cross-functional collaboration to drive successful customer engagement and loyalty initiatives.
🎯 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 analysis, along with proven leadership skills, will be well-suited for this role.
💰 Compensation & Benefits
Salary Range: $150,000 - $180,000 per year (based on industry standards for a Director of Marketing with 10+ years of experience in CRM and digital personalization)
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
ASSUMPTION: The salary range provided is an estimate based on industry standards for a Director of Marketing with the required experience level. The actual salary may vary depending on factors such as the candidate's specific skills, qualifications, and the company's performance.
📌 Applicant Insights
🔍 Company Context
Industry: Real Estate, specifically self-storage facilities
Company Size: 5,001-10,000 employees, which means a large, established organization with extensive resources and opportunities for career growth
Founded: 1972, with over 50 years of experience in the self-storage industry
Company Description:
- Public Storage built its first self-storage facility in 1972 and has since grown to become the nation’s largest self-storage provider
- The company offers millions of customers thousands of locations across the U.S. and Europe, with more than 170 million net rentable square feet of real estate
- Public Storage has been recognized as a Great Place to Work, with employees voting it as having Best Career Growth, ranked in the Top 5% for Work Culture, and in the Top 10% for Diversity and Inclusion
Company Specialties:
Company Website: http://www.publicstorage.com
ASSUMPTION: Public Storage is a well-established company with a strong presence in the self-storage industry, offering a large network of locations and extensive resources for employees.
📊 Role Analysis
Career Level: Director-level position, 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
Work Arrangement: On-site, with the option for up to three flexible remote days per month
Growth Opportunities:
- Potential career progression within the Marketing department or other areas of the organization
- Opportunities to work on high-impact projects and drive significant business growth
- Chance to develop leadership and management skills by mentoring and guiding a team of marketing professionals
ASSUMPTION: This role offers significant opportunities for career growth and development within a large, established organization.
🌍 Location & Work Environment
Office Type: Corporate office environment
Office Location(s): Plano, Texas, United States
Geographic Context:
- Plano is a city in Texas with a population of approximately 288,000 people
- The city is located within the Dallas-Fort Worth metropolitan area, offering a wide range of cultural, entertainment, and recreational opportunities
- Plano is known for its high quality of life, excellent schools, and safe neighborhoods
Work Schedule: Full-time, with the option for up to three flexible remote days per month
ASSUMPTION: The Plano office offers a professional work environment with easy access to various amenities and a high quality of life.
💼 Interview & Application Insights
Typical Process:
- Online application and resume screening
- Phone or video screening with the hiring manager
- In-person or virtual interview with the hiring manager and other team members
- Final interview with the Senior Vice President of Marketing
Key Assessment Areas:
- Strategic thinking and CRM expertise
- Leadership and team management skills
- Data analysis and interpretation abilities
- Cross-functional collaboration and communication skills
Application Tips:
- Highlight your experience with CRM and personalization tools, as well as your ability to drive measurable results in previous roles
- Tailor your resume and cover letter to emphasize your relevant skills and experiences for this specific position
- Prepare for behavioral and situational interview questions that focus on your leadership, problem-solving, and strategic thinking skills
ATS Keywords: CRM, personalization, marketing strategy, data analysis, team leadership, campaign management, customer engagement, loyalty programs, digital marketing, customer-centricity
ASSUMPTION: The application process for this role will focus on assessing the candidate's strategic thinking, leadership, and CRM expertise, as well as their ability to work effectively within a large, established organization.
🛠️ 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, or similar)
- Project management and collaboration tools (e.g., Asana, Trello, or similar)
ASSUMPTION: This role requires proficiency in CRM and personalization tools, as well as data analysis and project management tools to drive successful customer engagement and loyalty initiatives.
👔 Cultural Fit Considerations
Company Values:
- OneTeam: We work together to achieve our goals and support each other’s success
- Customer-Centric: We put our customers first in everything we do
- Integrity: We act with honesty and integrity in all our interactions
- Innovation: We continuously seek new and better ways to serve our customers and grow our business
- Accountability: We take responsibility for our actions and follow through on our commitments
Work Style:
- Collaborative: This role requires close collaboration with various teams within the organization
- Data-driven: Decisions are made based on data analysis and insights
- Strategic: This role requires a high level of strategic thinking and planning
Self-Assessment Questions:
- Do you have a proven track record of building, scaling, and optimizing CRM strategies that drive measurable increases in engagement, retention, and LTV?
- Are you skilled in leveraging data and analytics for campaign performance, segmentation, predictive modeling, and personalization?
- Do you possess strong leadership, communication, and team development skills?
- Are you comfortable working in a large, established organization with a collaborative work style?
ASSUMPTION: Candidates who align with Public Storage's company values and work style, and who possess the required skills and experiences for this role, will be well-suited for this opportunity.
⚠️ Potential Challenges
- Managing a large team of marketing professionals with diverse skills and backgrounds
- Balancing strategic planning and day-to-day campaign execution
- Working within a large, established organization with a complex martech stack
- Adapting to changes in the self-storage industry and customer preferences
ASSUMPTION: This role presents unique challenges that require a strong leader with excellent communication, strategic thinking, and team management skills.
📈 Similar Roles Comparison
- This role differs from other marketing director positions in its focus on CRM and personalization strategies, as well as its requirement for a high level of data analysis and interpretation
- In the self-storage industry, this role is unique in its scope and impact on customer engagement and loyalty
- Career progression in this role could lead to senior marketing leadership positions within the organization or other marketing director roles in related industries
ASSUMPTION: This role offers a unique opportunity to drive customer engagement and loyalty through data-driven CRM and personalization strategies within the self-storage industry.
📝 Sample Projects
- Developing and executing a comprehensive CRM and personalization roadmap to drive customer engagement and loyalty
- Optimizing lifecycle, triggered, and transactional CRM programs to improve campaign performance and ROI
- Designing and implementing dynamic web content, product recommendations, and personalized offers to enhance the customer experience
ASSUMPTION: These sample projects illustrate the strategic, data-driven, and customer-centric nature of this role, as well as the opportunity to drive significant business impact through successful CRM and personalization initiatives.
❓ Key Questions to Ask During Interview
- Can you describe the current state of the CRM and personalization strategies, and how this role will drive their evolution?
- How does this role collaborate with other teams within the organization, such as Product, Digital Marketing, Analytics, Field Operations, and Customer Care?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does Public Storage support the growth and development of its marketing professionals?
- What is the company's approach to data privacy and compliance, and how does this role contribute to its success?
ASSUMPTION: These key questions will help candidates better understand the role's priorities, expectations, and opportunities for growth and development within the organization.
📌 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 skills and experiences for this specific position
- Prepare for behavioral and situational interview questions that focus on your leadership, problem-solving, and strategic thinking skills
- Research Public Storage's company values and work style to ensure a strong cultural fit
- Follow up with the hiring manager one week after submitting your application to express your interest and reiterate your qualifications
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
