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Director, CRM
Lane Bryant
Columbus, OH, United States
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External Job Description
The Director CRM/Email is part of a fast paced, high growth, team orientated culture focused on driving profitable traffic and revenue growth across Lane Bryant stores and online—wherever, however, and whenever our customer chooses to shop. Our collaborative team culture is customer and brand led, fact-based, data driven, and results orientated. This position will lead Lane Bryant’s CRM/Email strategy development, implementation, execution and measurement across retail format (e-com, retail, and LBO). Approach will focus on building the brand, growing the size and quality of our customer base by driving customer retention, acquisition, and reactivation, traffic, conversion, and revenue across all formats.
The position partners closely with Marketing Operations, Business Intelligence, Site Operations, Media Services, Online Analytics, Merchandising, and IT and leads a team of dedicated internal CRM/Email professionals and external agencies, who assist in the planning, execution, and management of all aspects of CRM/E-mail. Responsible for developing all associated strategies and specific communication strategies ensuring their alignment with overall corporate/marketing vision/objective.
Responsibilities:
• Develop, implement, execute and measure a global, integrated, CRM/email strategy centered on specific customer segments across LB formats along with additional sub-segments
• Collaborate with the AVP of Business Intelligence to assist with the development of database marketing analytics such as statistical modeling, customer profiling, segmentation analysis and other analytical techniques to improve and strategically evolve CRM/Email/credit/loyalty programs
• Collaborate with AVP of Business Intelligence to assist with the development and execute the design and implementation of customer segmentation system and targeting for each of the brands/categories
• Further develop process for reporting on campaign results
• Partner with AVP business Intelligence and IT to develop and implement a technology roadmap to support the needs of the business regarding data campaign management, database analytics, business intelligence and other appropriate applications supporting short/long term strategy for CRM/email/credit/loyalty
• Oversee and lead specific vendor partnerships to ensure alignment and progression with business objectives
• Research
• Critical functional areas of expertise:
◦ Direct, Email, and Credit Card marketing strategies, tactics, analysis and reporting
◦ Strategic customer portfolio management
◦ Application of statistical analytics
◦ Primary and secondary research application
◦ Marketing strategy development and implementation
◦ Loyalty and frequency program
◦ Database design and implementation
• Create a “test and learn” operating environment and establish performance standards that result in industry-leading CRM/E-mail programs
• Analyze and communicate industry trends; competitive insights; and evolve current strategy as necessary
• Utilize solid understanding of digital/traditional marketing, spotting emerging trends and technologies and using them to push the quality of our CRM/Email strategies
• Work collaboratively with Media Services, Business Intelligence, to identify market research opportunities to support direct mail/credit/loyalty/CRM strategy and improve business decision making
• Serves as internal center of excellence by driving implementation of industry best practices and the evolution and adoption of new CRM/Email strategy, tools and processes, and platform functionality integral to CRM progression and success
• Demonstrated performance in managing large, matrix-managed programs across IT, Marketing, Merchandising, Operations, finance etc.
• Direct supervision, training and development of associates
• Oversees annual planning and forecasting, budget management
• Collaborate with Ascena Shared Services and other Ascena brands to ensure Lane Bryant is utilizing best in class agencies and technology solutions
Requirements
Education:
• Bachelor’s degree in marketing, economics, data sciences, business or other related field.
Experience:
• 10-15 years experience in database marketing, direct marketing, e-mail marketing or CRM position for a progressive company in an industry with an established reputation for CRM/Email marketing excellence (fashion retail a plus)
• Must have successful experience at a senior level in CRM/loyalty/credit/E-mail program development including detailing functional requirements, developing features/rewards, creating communication strategies, and evaluating program ROI performance
• Experience in multiple communication channels including direct mail, e-mail, social media, search engine marketing, etc.
Skills:
• Strong written and oral communication skills
• Proven track record of managing internal/external staff and multiple projects/initiatives
• Demonstrate analytical skills and critical thinking abilities –able to develop hypothesis and prove or disprove ideas via modeling or statistically valid testing procedures
• Strong understanding of various tools and technologies associated with large scale planning and production of multi-channel campaigns
• Strong understanding of the effectiveness of various marketing levers: in-store offers vs. email offers vs. direct mail
• Demonstrate abilities to identify new ideas and to deliver results
• Expert in multi project management and presentation skills
• Have strong thought leadership skills coupled with excellent collaborative and influencing traits. Ability to act as a change agent within the organization
• Superior analytical skills: both quantitative and qualitative
• Ability to formulate vision and focus teams on measured goals
• Must be able to motivate, develop and direct staff, teams, and business partners as they work
• Ability to recognize critical business needs and determine an appropriate course of action while remaining focused on strategic intent
• Hands-on advanced expertise in successfully developing and executing CRM/Email driven retention, acquisition, and reactivation strategies
• Highly analytical, metrics-driven, collaborative, inclusive, supportive, transparent and results driven leadership. Team player who works to help others succeed
• Track record of success in providing analysis, strategic direction, and specific business recommendations to senior management on critical decisions
• Strong communication, negotiation, and relationship building skills
• Excellent relationships with agencies and other strategic partners
All Replies Confidential / Equal Opportunity Employer