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Digital Manager
DSW
Columbus, OH, United States
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Digital CRM Manager
Location Name: Home Office, Columbus
Department: Marketing
At DSW, we believe in the power of shoes. We understand shoes bring out something great from within, and since 1991 we've been helping everyone feel the rush of finding that perfect pair. So when you work for DSW, you become a part of all that. A family whose core values are comprised of passion, accountability, collaboration, and humility. You become one of us, You become a Shoe Lover!
Digital CRM Manager
Basic Function:
The Digital CRM Manager is responsible for the strategy, development, and implementation of all digital CRM channels and efforts. This position will provide subject matter expertise and leadership to ensure programs and initiatives are well-planned, well-communicated, and well-executed. The Digital CRM Manager will work directly with the Marketing teams, Marketing Analytics, cross-functional partners, senior management, and external vendors to develop and execute the marketing plan from strategic ideation through execution and analysis. This position is a key leader in fueling the ultimate success of the digital CRM programs.
This position will manage 1 direct report and will report to the Director, CRM & Loyalty.
Essential Functions:
• Work with leadership to develop the strategic roadmap for digital CRM channels
• Establish the annual and seasonal plans for channels as an integral component of the business & marketing planning process, including collaboration with key stakeholders to ensure alignment and understanding of channel plans
• Lead the design, development, testing, execution, and analysis of all digital CRM marketing efforts, including email, app notifications, SMS, and other emerging channels
• Develop integrated, best-in-class digital marketing programs that provide relevant, timely, response-driving messages to customers; develop segmentation and contact strategies based on customer preference, past email performance, and marketing objectives
• Develop, monitor, and report out on email performance metrics, including day-to-day hindsight analysis, diagnosis of performance drivers, and key findings & insights summaries to leadership
• Continuously optimize channels and programs to drive sales in both stores & online channels, improve channel engagement & file health, and increase customer retention by generating customer engagement, improving brand affinity, and meeting the changing needs/expectations of the consumer and digital marketing landscape
• Initiate a robust test & learn agenda to improve channel performance
• Serve as a key liaison with our ESP and other digital vendors by providing guidance on strategic priorities, channel objectives, and business goals
• Lead direct report, manage vendor partners, and ensure cross-functional collaboration to deliver flawless execution, utilize best practices, and produce remarkable customer experiences
• Provide expertise and direction to ensure optimized deliverability of emails, including hygiene programs
• Refine processes to ensure capability, scalability, and automation
• Provide recommendations to enhance program customer engagement and responsiveness based on customer behavior, such as segmentation strategy enhancements and triggered/multi-step opportunities
• Stay knowledgeable on evolving channel trends and dynamics in the marketplace to ensure technologies, segmentation, and personalization approaches are current and constantly evolving
• Create and optimize the annual budget
• Partner with CRM team and leadership to develop and implement channel acquisition strategies
Job Requirements:
Skills
• Proven proficiency in managing customer-driven experiences, strategies, and programs from concept through implementation and optimizing thereafter
• Ability to thrive in a highly quantitative, fast-paced environment with changing business needs
• Innovative thinker with ability to synthesize data and blend with intuition and experience
• High degree of initiative, personal responsibility and ownership
• Detail-oriented with strong organizational and project management skills
• Superior process management skills with proven ability to identify and proactively solve problems
• Ability to effectively prioritize and manage multiple projects simultaneously across the team while meeting deadlines; strong time management skills
• Ability to work in a multi-team environment, in which various business owners and partners require support
• Excellent verbal and written communication skills with the ability to influence at the leadership level and with cross-functional partners
• Understanding of key metrics, financial analysis, ROI, etc.
• Advanced understanding of the balance between business and customer needs
Education
• Undergraduate degree in Marketing or other Business discipline; Master’s degree a plus
Experience
• 5+ years of experience managing a multi-faceted email program
• 2+ years of experience leading, managing, and developing internal talent
• Solid understanding and experience in marketing and business planning
• Demonstrated experience in drawing key insights from data and leveraging for effective conclusions & recommendations
• Experience working with one of the big ESPs and other email vendor
• Experience in other digital CRM channels, such as SMS or app notifications
• Retail experience strongly preferred
DSW believes that all persons are entitled to equal employment opportunities. We do not discriminate against any protected class including race, color, religion, religious creed, gender, sex, national origin, age, physical disability, mental disability, medical condition (defined as genetic information or impairments related to cancer), ancestry, marital status, family care leave, military and veteran status, citizenship status, sexual orientation, gender identity, gender expression, genetic information, or based on any protected category under federal, state, or local laws. DSW also makes reasonable accommodations for qualified applicants and associates with disabilities unless doing so creates an undue hardship, in accordance with all legal requirements. Any applicant or associate who requires an accommodation to perform the essential functions of the job should contact Human Resources to request that accommodation.