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Vice President CRM, Growth & Media
Fender Musical Instruments Corporation
Los Angeles, CA, United States
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Fender Musical Instruments Corporation(“FMIC”) is locatedinHollywood, CA. Our brand mission is to serve players at every stage with products and brand experiences that fuel the pursuit of musical expression. An American icon, Fender was born in Southern California and has built a worldwide influence extending beyond the studio and the stage. A Fender is more than an instrument, it’s a cultural symbol that resonates globally.
Fender is looking for a talented Vice President CRM, Growth & Media to join our global marketing team in Hollywood, CA.
As the VP of CRM, you will lead a cross-functional marketing team in the development and execution of a long-term CRM and life-cycle marketing roadmap to drive the acquisition and retention of a highly engaged, connected, global community of players. Reporting to the CMO you will help establish CRM as a critical, new, functional center of excellence within the global marketing team and contribute to the overall direction of the Fender Brand. The VP CRM will also be a highly-visible member of the Fender team working in close collaboration with Fender’s digital & physical product engines, engineering, sales, operations, IT and finance.
About the job:
• Set the strategic vision, goals, and objectives for the CRM, Growth & Media Team, in line with Fender’s 3-year strategic plan, marketing plan, growth KPI’s and revenue targets.
• Build and develop a best-in-class CRM Team including: social media & community; paid media; growth (SEO, email, .com, mobile, in-app, loyalty, editorial) and analytics.
• Ensure the integrated execution of product launches and marketing campaigns to fuel consumer demand for Fender’s physical (guitars, amplifiers, accessories, audio, etc.) and digital (Fender Play, Tune, Tone, Connect, etc.) products & services.
• Drive revenue and growth through acquisition, on-boarding, retention and loyalty programs.
• Define and execute evergreen, seasonal, organic and paid marketing & loyalty strategies for Fender Play that accelerate acquisition, build awareness and promote/incentivize usage of Fender Play with the next generation of beginning players.
• Ensure the continued growth, reach and relevance of Fender’s social channels, and guide the development of content & cross-functional strategies to elevate & extend Fender with key consumer segments, influencers, artists & media.
• Lead the strategic planning and execution of all paid media spending to: drive awareness and demand for Fender product launches (NPI), product lines, marketing campaigns & artist marketing initiatives; and to acquire & retain Fender Play subscribers / users (Awareness, DR, Programmatic, Content, etc.).
• Leverage data & insights to improve performance, identify critical consumer segments, develop life-cycle marketing strategies, and build programs and that enhance Fender’s ability to reach its user-base of loyal/lifetime and beginner/first-time owners.
• Define and develop a long-term plan for building loyalty, community and LTV.
• Lead the on-going forecast, planning, reporting and ROI evaluation of all CRM, Growth & Media marketing spend, tools & resources.
• Work closely with the digital product and engineering teams on features and functionality that will impact acquisition, retention, and engagement.
• Continuously optimize timing, frequency, cadence and messaging at a consumer and priority segment level to deliver strong channel performance and business results.
• Define business requirements and lead partners in product, engineering, analytics, IT and operations to sequence and implement CRM tools and applications including marketing automation, campaign management, data integration and more.
• Set annual goals and KPIs and devise and implement measurement plans.
• Own the reporting and distribution of results to the global marketing, product, sales and executive leadership teams.
What you need:
• 10+ years of experience in consumer marketing, acquisition, engagement and retention strategy with a leading consumer-facing brand, subscription-based service, or strategic digital marketing / growth marketing and communications agency
• Entertainment and / or music industry experience a huge plus
• Deep expertise in digital marketing, direct marketing, CRM, social media, customer engagement strategy, SEO, In-App/Push and database marketing
• Demonstrated ability to drive digital subscription revenue and ecommerce via direct and organic.
• Proven track-record in media strategy, planning, buying and optimization.
• Successful development & oversight of loyalty and community-marketing programs.
• Knowledge of UX best practices
• Fluent / working knowledge of current best-practices and tools for marketing tech including data management, adv/campaign management and marketing automation.
• Experience in subscription-based business models, trial/offer strategy and loyalty marketing
• Thrive in a fast-paced environment & comfortable in a hands-on, collaborative workspace.
• Exceptional communication and relationship management skills - deep cross-functional collaboration is required
• Proactive, energetic self-starter who thrives on getting things done
• Inspiring communication and presentation skills
• Bachelor’s degree required
• Strong understanding of, and appreciation for, the Fender Brand.
About Fender Musical Instruments:
Fender Musical Instruments Corporation (FMIC) is one of the world’s leading musical instrument manufacturers, marketers and distributors, whose portfolio of brands includes Fender®, Squier®, Gretsch®, Jackson®, EVH®, Charvel® and Groove Tubes®, among others. For more information, visit www.fender.com. FMIC offers a competitive benefits package which includes medical, dental, 401(k), paid time off, and an equipment purchase program to help you get the band back together. Fender Musical Instruments Corporation is an equal opportunity employer and considers qualified applicants for employment without regard to race, gender, age, color, religion, disability, veterans’ status, sexual orientation, or any other protected factor.