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Director, CRM
Entertainment & Media Industry Company
Culver City, CA, United States
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Director, CRM - Crackle
About Crackle
Crackle, a unit of Company Television, programs movies, popular TV shows, original series and feature films for the world’s connected audience. Available in 21 countries on every screen, Crackle is always freely accessible with no subscription or commitments required. The streaming TV network houses a robust library of original programming available anytime, anywhere on every connected device. Follow @Crackle on twitter for real time updates.
Crackle, a Sony Network, is looking for a Director, CRM, to develop, implement and advance the company’s capabilities and programs for customer retention and customer lifetime value Company website developing customer life-cycle communication, driving high-value behaviors, and creating effective campaigns that enhance customer lifetime value, the Director will be integral to the overall Marketing organization and its influence on product, programming, distribution and services to grow audience and the Crackle brand with it.
This individual is passionate about digital media and not only understands the landscape, but is also determined to have a role in shaping it. Further, with a movie and television library from Company and several other major studios, plus a studio developing and distributing the widest range of original series in the space, this individual has a wide range of assets and brands with which to work.
Responsibilities:
• Define and contribute to the customer lifecycle marketing strategy to increase customer lifetime value, reduce churn and build loyalty. Oversee CRM, including customer engagement and retention in direct marketing practices as well as influencing the use of insights from consumer-facing marketing to drive new approaches to broader marketing strategy.
• Develop the Crackle brand and tone into a meaningful voice in consumer-driven communications and engagement strategies.
• Define, pilot, and rapidly iterate customer-facing omnichannel retention marketing strategies with an understanding of all internal/external factors and influences.
• Manage the overall execution, performance, and effectiveness of various marketing channels. Identify and leverage proper tools to communicate with customers (email, direct mail, app, site, customer service etc.) Develop and implement a communication plan across the full customer lifecycle to drive customer engagement and growth for new and existing customers.
• With Technology, manage CRM customer database, including hygiene, auditing for accuracy & integration of new data elements. Identify and research trends in marketing technology and continuously update team on new capabilities to enhance our marketing technology stack.
• Develop and maintain the programming for all consumer communications Partner with Originals Marketing, Social Marketing and Creative to preserve brand and voice in the development and creation of consumer-facing communications. Relentlessly drive growth through test-and-learn methodology and rapid execution.
• Lead retention & loyalty team, guiding teams through design and execution of customer campaigns through campaign management tool. Manage end to end aspects of consumer communication – from origination to execution at the strategy and campaign levels.
• Drive customer segmentation and collaborate with cross-functional teams to determine key messages, promotions and creative initiatives to launch and optimize personalized customer lifecycle campaigns
• Develop policy, practice, and workflow to achieve customer retention programs and KPI’s. Provide structure and operating principles to the customer engagement goals and strategy.
• Management of program budgets to achieve audience growth targets. Identification of opportunities to improve marketing efficiencies and customer acquisition/retention costs
• In collaboration with Product and technology, influence and develop the product roadmap developments to support customer activities including registration programs, communications tools, et al. Provide strategic input to organizational solutions in both product and process to support the customer initiatives and be consumer-minded in their design.
• Provide insights and analytics to cross-functional groups to improve consumer engagement in all aspects of the business, as applicable. Define requirements for critical product enhancements that will influence business outcomes.
• Oversee email strategy, implementation of email programs and measurement of success; including segmentation, automation, and growth of the member list.
• Cultivate a testing culture that leverages industry insights, competitive knowledge, and customer insights. Build testing plan for new and existing channels to boost customer retention and build loyalty.
• Measures of Success: retention metrics and efficacy of marketing programs (ROI) as well as KPI’s specific to churn and lifetime value.
• Negotiate deftly with internal and external partners (creative, merchandising, planning, engineering, acquisition marketing, and senior management) to deliver on cross-functional projects with tight timelines, tight budgets, and very material impact
• Develop forward looking research and analysis to help inform retention strategy. Collaborate with internal teams and vendors to gather customer data, setup the appropriate data capture to drive insights on customer behavior. Collaborate with Company Television research department to analyze market, audience, and business model analysis; translate insights into strategy and tactics
• Develop talent within the organization, mentoring a team of managers and analysts.
Qualifications
• BA/BS in Marketing/Business, or related degree. MBA preferred
• Minimum 10 years of online and offline marketing experience including 2+ years’ experience at consumer facing, brand-name companies and 5+years of marketing experience in all aspects of customer lifecycle management (trigger campaigns, loyalty programs, promotions, customer segmentation and modeling), CRM and/or analytics.
• Experience with marketing technology, specifically Campaign Management and Data Management Platforms
• Solid understanding of analytics, including segmentation and applicable metrics for all tactics and channels.
• Experience using marketing technology to drive business results
• Highly organized and detail-oriented
• Comfortable in a data-driven business environment
• Excellent interpersonal and teambuilding skills
• Positive, people-oriented, and energetic attitude
*Company Entertainment is an equal opportunity employer. We evaluate qualified applicants without regard to race, color, religion, sex, national origin, disability, veteran status, age, sexual orientation, gender identity, or other protected characteristics.
• Company - CA - Culver City Area & Studios