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Manager, CRM Strategy and Retention Marketing
VFC
Stratham, NH, United States
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Position Summary:
This position provides overall strategic direction on the CRM program with focus on personalized communications, acquisition, conversion, cross sell/upsell and retention. Using a data-driven approach, create customer journeys, define opportunities for engagement and deliver deep customer value when it matters most. This is a unique opportunity to build a CRM program from the ground up.
Key Responsibilities:
• Collaborating with our analytics partners, discover insights rooted in data, plan for both short-term and long-term, programs, construct and test segmentation plans, develop cadence for communications, define specific executions and optimize strategies post launch. Also responsible for determining business rules around CRM and providing strategic recommendations for database segments, personalization, localization and prospecting activities.
• Responsible for the on-going support of the CRM strategy supporting sales and database growth across all channels. Develop and execute innovative CRM initiatives and manage touch points in the customer journey across all channels while driving new customer acquisition and retention, campaign development and management, segmentation, predictive analytics, triggered and personalized messaging, email marketing, consumer journeys, and testing.
• Develop marketing platforms that utilize CRM principles. Develop business rules for complex CRM campaign, communicate to internal teams to ensure business rules have been correctly implemented. Maintain up-to-date of knowledge of evolving CRM best practices. Investigate and report on new trends, and new ways utilizing CRM. Plan and deliver CRM strategies across the company encouraging customer retention and customer loyalty.
• Define the CRM platform structure and architecture ensuring it works seamlessly across the organization and captures all required information at key points in the customer life cycle. Ensure the database is segmented effectively for targeted marketing activities.
• Develop deep insights into customer beliefs, attitudes, barriers and drivers across the entire customer journey. Work with creative teams to inspire great work through knowledge of channel and industry best practices and actionable strategies informed by meaningful data insights. Work collaboratively with the Marketing Analytics team to establish KPIs and define the learning and testing agenda.
• Design customer experience programs using a multitude of channels and platforms as appropriate including email, direct mail and mobile.
• Collaborate closely with other vendors and agency partners to ensure strategic consistency across program elements.
• Monitor and maximize customer lifetime value strategies ensuring maximum profitability.
Job Requirements:
• 5+ years of related professional experience
• Bachelor’s Degree in relate field
• Experience with both strategic thinking on a big-picture level as well as rigor around managing details with adherence to defined goals and performance metrics
• Experience building and managing CRM programs
• Strong knowledge of CRM and prior experience developing business rules
• Data-driven, critical thinking marketer
• Ability to thrive in a fast-paced environment, managing multiple projects with various deadlines simultaneously
• Proficient in Microsoft Office and development of PowerPoint or Keynote presentations
• Demonstrated success working in an integrated cross-functional team environment, providing effective creative direction and strategic feedback to improve campaign performance
• Excellent communication and collaboration skills
• A passion for digital, CRM and one-to-one communications, using data for insights and excited about incorporating new technologies into traditional CRM approaches and formats
• An understanding of Direct to Consumer
• Strong project management and organizational skills
• Ability to work autonomously and effective time management