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Senior Director, Customer Insights, CRM & Digital Analytics
Cole Haan
New York, NY, United States
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Mission/Role
The Senior Director, Customer Insights, CRM and Analytics will be responsible for generating and communicating compelling insights to drive business growth across our Direct to Consumer channels through innovative strategies that acquire, retain, reactivate and reward customers. This role will synthesize meaningful insights in which cross-functional partners in Marketing, Merchandising, Buying, Retail and Digital will action to improve customer experience, business operations and financial results. Additionally, this role will act as the data evangelist, leading a team, to transform change at the enterprise level by driving a practice of taking unstructured data and making it structured in order to communicate ideas and simplify complexity.
CORE RESPONSIBILITIES:
CRM & Consumer Insights
* Act as the Business Strategy Leader for the CRM Database and Analytics platform.
* Lead the design and implementation of a Customer Data Platform (CDP) and develop a holistic view of the customer sourced from multiple channels. Identify customer lifecycles, calculate lifetime value (LTV), and develop personalized segments for both prospecting and re-engagement.
* Lead the development of database marketing analytics such as statistical modeling, predictive analytics, and other data-driven techniques to improve customer insights, retention, and loyalty.
* Partner with IT to develop and implement a technology road map that supports a long-term CDP vision.
* Instill a "customer first" strategic approach within the brand, marketing, merchandising and product teams.
* Partner in the creation and development of a Membership Program and oversee and manage.
* Define and execute multi-channel programs designed to attract and retain customers. Provide strategic direction for the tools and technology to support the implementation of these programs.
* Analyze large data sets and develop custom models/algorithms to uncover trends, patterns and insights in customer data.
* Partner with Marketing to establish and continually improve segmentation strategy and implementation. Monitor customer migration across various predetermined segments.
* Oversee the implementation of direct mail strategies including list development, A/B testing, and ROI analysis. Establish success metrics for assigned direct marketing campaigns (response rates, conversion to sales and ROI) by evaluating trending data, customer buying patterns, market dynamics, predictive models and previous campaign analysis.
* Manage relationships with CRM vendors by developing and maintaining successful vendor deliverables, focused on continuous relationship management and capabilities assessment.
* Audit, develop, and maintain appropriate controls and processes to ensure proper levels of data/address hygiene, quality, and accuracy of customer database.
Analytics
* Create and lead a Business Intelligence Center of Excellence. Pull in data from e-commerce, CRM systems, digital, mobile and traditional marketing, stores, and third parties to develop actionable insights.
* Lead enterprise testing and regularly engage the executive population to deliver customer insights that guide strategic decision-making.
* Lead the development and maintenance of automated reporting and marketing dashboards in CDP.
* Define and drive KPIs that are critical to the health of the business and guide resource allocation decisions.
* Lead marketing ROI efforts via attribution modeling and marketing mix modeling tools.
* Present data in easily consumable formats to leadership and business partners at all levels within the organization with a focus on potential business actions and impacts.
Requirements
* Bachelor's degree required
* MBA preferred
* 10+ years eCommerce, CRM, Analytics experience including 4+ years in leadership positions
* Footwear/Apparel or retail experience a plus
* Deep understanding of digital analytics; preferably Google Analytics
* Proficient in mining data from multiple sources: large consumer data sets, behavioral data, social sentiment, and primary and secondary research
* Extensive experience analyzing customer behavioral data
* Experience developing and analyzing media models, either in-house or in partnership with third parties.
* Experience leveraging advanced analytical techniques to build practical, data-driven programs for improving business KPIs
* Knowledge of both qualitative and quantitative methodologies in data analytics
* Exemplary verbal and written communication skills
* Ability to engage an audience with persuasive, data-based story telling. Strong presentation skills
* Leadership in developing strategies and executing against roadmap to drive change
* Experience managing teams
* Technical proficiency and knowledge of CRM database solutions and feeds, loyalty, and analytical systems
About Us
We are proponents of Elegant Innovation.
Founded by Trafton Cole and Eddie Haan in 1928, Cole Haan is built on American craftsmanship and ingenuity. We combine traditional methods, timeless style and modern innovations to create footwear and accessories for optimists of all ages. This company was started to make good things for people who make good things happen; it still does.
Cole Haan recently returned to its roots as an independently owned company and is growing rapidly in the US and abroad, as people rediscover the value of quality goods made without compromises.
We call New York City and Greenland, New Hampshire home, but you'll find us everywhere, including in more than 115 retail stores within the United States, within our wholesale exclusive partners, and in over 100 locations globally. We also invite you to visit us at any time at www.colehaan.com.
The Cole Haan brand is all about modernizing Trafton Cole and Eddie Haan's legacy. The Cole Haan company is about enlisting like-minded people who want to make good things happen.