Director, Personalization & CRM Marketing Operations

Job Description

Recognized as the No. 1 site trusted by real estate professionals, Realtor.com® has been at the forefront of online real estate for over 25 years, connecting buyers, sellers, and renters with trusted insights and expert guidance to find their perfect home. Through its robust suite of tools, Realtor.com® not only makes a significant impact on the real estate industry at large, but for consumers, navigating the biggest purchase they will make in their life, by providing a user experience that is easy to use, easy to understand, and most of all, easy to make decisions.

Join us on our mission to empower more people to find their way home by breaking barriers to entry, making the right connections, and building confidence through expert guidance.

The Director of Personalization & CRM Marketing Operations will lead and build our CRM & Personalization ecosystem. This role bridges high-level business strategy and technical execution, ensuring the continued health and output of our customer engagement and personalization platforms - primarily Braze and Cordial, in addition to a soon-to-be-established CDP (Segment Engage).

You will serve as the primary orchestrator between Marketing, Product, and Engineering, keeping critical infrastructure migrations on track, guiding a live AI decisioning proof of concept, and improving our Agile team. You will lead the Ops team’s AI transformation - with the goal to drive more efficiencies and campaign delivery through AI. This is a hands-on leadership role with real ownership: you will represent CRM Operations in executive reviews, remove blockers for CRM and CDP ops developers, and ensure the team continues to accelerate output while maintaining quality.

Why This Role Matters:

- AI-forward work: Lead and monitor a live AI decisioning pilot, moving CRM from static automation to predictive engagement. Access to AI tools you need to make yourself and your team as efficient as possible, doubling the team’s output.

- Cross-functional hub: You’ll sit at the intersection of Product, Engineering, Data Science, and Marketing - never siloed.

- Modern stack: Deep daily work in Braze, Cordial, Segment Engage, Hightouch, and Snowflake - the tools that power consumer engagement at scale.

- High visibility: Represent Operations directly in Weekly Business Reviews alongside senior leadership, with clear impact on revenue metrics.

What You’ll Do:

Agile Governance & Execution

- Oversee Scrum processes across multiple technical CRM teams, including daily stand-ups, bi-weekly sprint planning, retrospectives, and backlog refinement sessions. Hold the team accountable to commitments and push for more innovation and speed.

- Partner with CRM Product Owners to balance high-impact initiatives alongside essential backend maintenance and infrastructure work.

- Identify and remove blockers for developers and engineers to maintain delivery velocity throughout the engagement.

- Monitor ongoing Snowflake-to-Braze and Cordial data imports via Hightouch and future Segment Engage; escalate and resolve data sync failures quickly.

AI Innovation & Pilot Leadership

- Manage the AI Decisioning lifecycle through build, launch, and performance monitoring.

- Lead your team in an AI transformation - accelerating productivity, CRM campaign coding, and ultimately output.

Vendor & Platform Management

- Serve as the primary technical point of contact for Braze, Cordial, and Segment Engage, owning bi-weekly technical check-ins and solution reviews.

- Monitor platform health across platforms; triage alerts and coordinate with MarTech and Notifications engineering teams when issues arise.

- Ensure all MarTech imports have active monitoring and consistent alert naming conventions.

Cross-Functional Stakeholder Alignment

- Represent CRM Operations in Weekly Business Reviews - translating complex operational issues into clear performance insights for executive leadership.

- Partner with Product Marketing, Performance Marketing, Software Engineering, and Analytics to keep the CRM roadmap aligned with broader company goals.

- Lead bi-weekly MarTech/CRM Sprint Grooming sessions with Product Owners to review and prioritize development tickets.

People Leadership

- Manage a team of CRM & CDP ops developers

- Maintain weekly 1:1s with a team of CRM ops developers, engineers, and Product Owners to improve culture and unblock work.

- Provide mentorship and clear direction across CRM Ops, Product Management, Scrum, and cross-functional engineering partners.

- Act as the escalation point for complex integration issues, production incidents, or competing sprint priorities.

How We Work

We balance creativity and innovation on a foundation of in-person collaboration. For most roles, our employees work three or more days in our offices, where they have the opportunity to collaborate in-person, adding richness to our culture and knitting us closer together.

What You Bring:

- 12+ years of experience in CRM or marketing operations, with at least 5 years leading technical teams including CRM ops developers.

- Bachelor’s degree or equivalent experience.

- Deep hands-on expertise with enterprise ESP/CRM platforms - specifically Braze and/or Cordial - including campaign architecture, audience logic, and platform administration.

- Experience leading a CRM ops team at scale (with send volumes in the billions and complex data).

- Proven track record managing large-scale backend migrations where data continuity is the primary risk.

- Expert-level command of Agile/Scrum methodologies, with experience running multi-team sprint ceremonies and maintaining delivery velocity.

- Strong executive presence: ability to represent operational health to senior leadership, translate technical issues into business impact, and communicate clearly under pressure.

- Proven ability to manage vendor relationships and serve as a primary technical point of contact for external MarTech partners.

- Deep AI expertise and desire for continuous learning and improvement. Claude Enterprise and Claude Code preferred, with experience connecting various MCPs and building complex workflows, automations, and coding with these tools.

Bonus Points:

- Experience with Segment Engage, Hightouch or similar CDP and/or reverse-ETL / audience orchestration tools for importing data into Braze or Cordial and the website.

- Familiarity with Snowflake for understanding and troubleshooting marketing data pipelines.

- Hands-on experience with AI or ML-driven marketing automation pilots, including POC design, monitoring, and results analysis.

- Working knowledge of Jira, Airtable, Confluence, and Miro for project management and documentation.

- Familiarity with Splunk for operational monitoring and alerting.

How We Reward You

Realtor.com® is committed to investing in the health and well-being of our employees and their families. Our benefits programs include, but are not limited to:

- Inclusive and Competitive medical, Rx, dental, and vision coverage

- Family forming benefits

- 13 Paid Holidays

- Flexible Time Off

- 8 hours of paid Volunteer Time off

- Immediate eligibility into Company 401(k) plan with 3.5% company match

- Tuition Reimbursement program for degree and non-degreed programs

- 1:1 personalized Financial Planning Sessions

- Student Debt Retirement Savings Match program

- Free snacks and refreshments in each office location

Do the best work of your life at Realtor.com®

Here, you’ll partner with a diverse team of experts as you use leading-edge tech to empower everyone to meet a crucial goal: finding their way home. And you’ll find your way home too. At Realtor.com®, you’ll bring your full self to work as you innovate with speed, serve our consumers, and champion your teammates. In return, we’ll provide you with a warm, welcoming, and inclusive culture; intellectual challenges; and the development opportunities you need to grow.

Diversity is important to us, therefore, Realtor.com® is an Equal Opportunity Employer regardless of age, color, national origin, race, religion, creed, gender, sex, sexual orientation, gender identity and/or expression, marital status, status as a disabled veteran and/or veteran of the Vietnam Era or any other characteristic protected by federal, state or local law. In addition, Realtor.com® will provide reasonable accommodations for otherwise qualified disabled individuals.