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Director Loyalty and CRM
VFC
Cypress, CA, United States
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Vans -Director Loyalty and CRM
Vans: Be a Part of the Original
“It was never about waving the brand like a flag, it was always about the people” – Paul Van Doren
Vans is the original action sports footwear company rooted in authenticity and creativity. Founded in 1966, Vans has thrived on a legacy of impacting our greater community through Vans’ four pillars: action sports, music, art and street culture. We are constantly inspired by the expressive creators within our company and community as they bring new and innovative perspectives to help shape and transform the future of our business.
At Vans our culture sets us apart and it influences everything we do. Everything we do supports creativity and we are driven by our five values. We are determined. We are connected to our consumers and to each other. We are inclusive. We are expressive and Fun. And most of all, we are a family.
Vans is a subsidiary of VF, the world’s largest apparel and footwear company comprised of over 30 brands. We are the leading drivers of retail as our global footwear, apparel and accessory brand is available in 170 countries worldwide. As we continue to expand, we take great measures in developing and growing our people.
Vans is founded on a culture of learning. We take great pride in our ability to facilitate learning opportunities by providing the resources and tools necessary to support each individual’s pursuit of growth to achieve future goals. In order to prioritize career growth within our company, Vans offers courses on topics such as leadership, communication, collaboration and technical skills to ensure our employees are self-motivated and developing to the pace of our rapidly growing business.
By joining the Vans family, you will be immersed into an environment of incredibly supportive and collaborative people. We work very hard across a multitude of large initiatives to bring the Van Doren spirit to life. We live for what we do.
Loyalty and Customer Relationship Management Director: Become the Newest Member of the Vans Family
As the Director of Loyalty & CRM you will be responsible for growing revenue across multiple channels by retaining customers, driving incremental spend and loyalty, and distilling customer feedback in to insights that cross-functional partners in eCommerce, Marketing, Consumer Insights, CLM, Creative, Merchandising and stores can act on to improve the customer experience and optimize business operations.
This highly visible – brand new – and exciting opportunity will play a critical role in the development and rollout of our new CRM and loyalty strategy, managing and analyzing customer and transaction data to help make key business decisions and promote customer loyalty. You are a strategic and operational leader who strives when responsible for the planning and execution of loyalty and CRM programs across multiple customer touch points. You will be instrumental in ensuring integrity of customer information, developing actionable analytic and research plans, and executing timely and high quality deliverables in a fast-paced environment.
How You Will Make a Difference:
• Defines and manages the Vans Loyalty Program including program structure, roadmap, benefits, program offer expense management, as well as conceptualizing the data architecture needed to support long-term goals.
• Conceptualizes and drives CRM activation plans and optimization strategies. Responsible for creating and implementing customer contact optimization strategies targeted to customer acquisition and retention.
• Defines framework and building requirements for the Loyalty program technology and data infrastructure to support long-term growth, partnering with the CLM and DTC Technology teams.
• Drive revenue and customer engagement through consumer on-boarding, acquisition, reactivation, retention and loyalty programs.
• Feeds retail and digital insights into the organization to provide retail expertise, including trends, category management, promotion and merchandising.
• Oversees, track and analyzes applicable programs to ensure efficiency and effectiveness of programs.
• Directs efforts of Loyalty and CRM vendors and other third party contractors.
• Partners with the VF DTC team, sharing learnings and knowledge to support the business needs. Collaborates with analytics team for segmentation and data maintenance.
Skills for Success:
Years of Related Professional Experience: 10+ years
EDUCATION/EXPERIENCE:
• BA or BS degree in Marketing, Business, Retail Merchandising, and 5+ years relevant and progressive experience
• Strong understanding of consumer insights, retail and digital experience, merchandising and sales.
• 10+ years of progressive experience in quantitative marketing disciplines, including at least 5 years in a relevant leadership position
• Experience must include a combination of CRM/Database, Marketing, and Market Analysis, and a blend of proven strategic and tactical capabilities
• Multi-channel retail industry experience is strongly preferred
• Experience in influencing a diverse and creative group of individuals and leading change.
• Must have a track record in establishing procedures, implementing processes and executing initiatives.
SKILLS:
• Strong strategic thinking, problem-solving, and analytical skills with the ability to turn findings into actionable recommendations, and plans are critical
• Strong mathematical aptitude and quantitative skills
• In-depth knowledge of best practices, tools, and methodologies for customer marketing insights and analytics
• Ability to work professionally with flexibility in handling multiple priorities in a fast-paced environment.
• Demonstrate a proven effective formula for managing complex projects as well as be able to show how projects are managed and how results are communicated.
• Active listening skills and ability to synthesize and interpret information and respond appropriately
• Strong interpersonal and communication skills to engage and influence
• Team player and collaborative style to build relationships cross-functionally and at all levels of the organization
SPECIAL PHYSICAL AND/OR MENTAL REQUIREMENTS:
• Ability to be flexible in working late evenings/early mornings, when needed to meet project deadlines
• Some travel necessary (approximately 10% or less)
• Bend, lift, open and move product and related office items varying in weight from 1 to 25lbs, depending on need