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Director, CRM
Estee Lauder
New York, NY, United States
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Description
Oversee the ideation, development and implementation of global Loyalty Programs and CRM strategies and tactics to maximize customer engagement & satisfaction, tenure and revenue. Use data-driven consumer insight to help build a deeper relationship with the Origins consumer drive customer retention.
STRATEGY
Oversee affiliate Loyalty Program strategies on behalf of the Global Brand, based on the Origins Global Loyalty Framework and localized based on financial modelling of customer data
Develop global CRM strategies (based on customer lifecycle, brand pillars, launch activity) geared towards lowering 1X Customer Rate, increasing Retention & Spend and optimizing ROI on campaigns
Develop and implement programs for lifecycle management, referral and reactivation of lapsed customers
Partner with global Affiliates, Online and Digital to align on strategies and to drive a multi-channel approach
Collaborate with the Online group to guide multi-channel email strategy, segmentation and testing
Innovate by launching new CRM initiatives that leverage customer insight and new technologies
In partnership with the ED, Global Consumer Engagement, ensure complete understanding of CRM strategy across all levels of business, via regular communication, including Brand Conferences, CRM Seminars, Store Visits and inter-department meetings
In partnership with the ED, Global Consumer Engagement, assist and guide International Market Regional VPs in developing their CRM focus and budgets for their markets; partner with Regional CRM leads in successfully executing against Global CRM strategy
Act as brand representative and key member of Global Corporate CRM Leadership Team
Support Global Corporate CRM in advancing CRM within ELC by actively participating in taskforces
CONSUMER INSIGHT / REPORTING / CUSTOM ANALYTICS
Monitor and regularly issue CRM KPI Reports across regions. Work with Sales & Education, Regional VP’s and Regional CRM leads to set and proactively manage overall Capture Rate, Email, Birthday and other capture targets or KPI’s
Complete analysis/consolidation of CRM campaigns using control techniques and corporate reporting tools to measure success / ROI. Succinctly and clearly summarize and communicate results and learnings to optimize future campaigns
Lead advanced database analytics to track customer behaviour and lifecycle with the brand; use learnings to develop communication strategies to maximize engagement and loyalty
Utilize regional database tools to draw insight into Origins customer data: cross channel purchase patterns, SKU purchasing preference, geographical analysis, new store location profiling, etc.
Participate in customer research/surveys to obtain key data to aid in decision making
Collaborate cross functionally to identify database marketing opportunities to more effectively reach customers
Provide regionally relevant Direct Mail and e-mail segmentation strategies for all Direct mail and e-mail programs.
Use campaign history and other consumer insight to create appropriate segments for targeting and analysis
Develop measurement and analysis guidelines, giving framework for success, based on customer metrics as well as brand strategy
CONSUMER CALENDAR / CAMPAIGN MANAGEMENT
Plan and implement a comprehensive global consumer calendar to orchestrate all planned CRM programs and activities using direct mail, email, mobile, in-store clienteling, events, partnerships, etc.
Work with e-comm team to implement loyalty/retention programs to improve CRM metrics & sales targets
In partnership with the ED, Global Consumer Engagement, develop and manage annual Global CRM Project Budget
Create and provide customer target guidelines for launch campaigns. Act as central point of contact for Regionals and select Affiliates
In collaboration with Global Product and Promotional Marketing work with in-house Creative team to manage Global CRM program creative
TRAINING / EDUCATION
Partner with Global Education Team to maximize guide training around customer metrics, specifically customer capture and repeat rate.
Maintain focus on CRM at global brand level by driving awareness of CRM news and results
Create competitive case study reports, sharing CRM best practices and learnings from outside the beauty industry to inspire innovation
Hold regular CRM Meetings with Global Marketing, Education and Digital to maintain focus, identify training needs and address concerns / issues; present at Global Brand & Functional Roundtable meetings
Qualifications:
Position requires 8 years of related experience with proven success driving CRM/eCRM strategy and implementing effective direct communication across channels. Should be well-grounded in direct marketing metrics, segmentation, data analysis and response measurement.
In addition, the individual should meet the following requirements and qualifications:
Organisational leadership (collaborative management style)
Resourcefulness (able to successfully operate with limited budgets and people resources)
Analytical and strategic planning (makes quick, fact-based decisions)
Strong relationship management and interpersonal skills (high EQ)
Influencing skills (proven ability to persuade others towards an idea or goal)
Complex problem-solving (create options, then converge)
Innovative and creative thinking (need fresh thinking)
Comfortable presenting to all levels of management and working within a matrix organization
Experience in multi-channel retail or consumer products is preferred, but not mandatory
An MBA degree desired, but not essential
Technical Skills
Advanced skills in PowerPoint, Excel (Pivot Tables, VLookup, etc.) and/or MS Access
Experienced performing analytics, segmentation, and data mining using SQL, SAS or similar package