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Mgr Email Marketing & CRM Operations
Sony Pictures
Culver City, CA, United States
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Mgr Email Marketing & CRM Operations
The Email Marketing & CRM Operations Manager is primarily responsible for driving CRM implementation and strategy while overseeing the overall operation of deploying email-marketing campaigns.
This role requires exceptional organizational skills in order to ensure the outbound communication needs of each business unit are understood and supported. Provide thought leadership and tactical knowledge to company leadership while working day-to-day and hands-on with our digital marketers to execute omni-channel communication strategies. This candidate is an expert in email marketing and CRM strategy and will work with Sony Picture’s biggest properties while ensuring campaigns are flawlessly executed. The Email Marketing & CRM Operations Manager reports to the Director, Program Management, Internet Services Group. The position is based in Culver City, California.
Responsibilities include:
Strategy: 50%
• Work alongside our digital marketers and help build email campaign strategies, define and measure KPI’s, identify actionable insights, build quality consumer segments, and collect data for re-targeting.
• Aid in the definition of a cohesive and global CRM vision for the overall organization (acquire, engage, retain, retarget).
• Provide guidance and definition for email campaign solutions, processes, and overall operations.
• Create and drive CRM roadmap in line with cross-divisional business objectives, help secure funding when necessary, and work with internal/external teams to oversee the implementation of evolving infrastructure and tools.
• Monitor email marketing trends, best practices, and competitors. Socialize learnings for constant improvement to campaigns and process.
• Develop comprehensive testing strategies for all aspects of the CRM to ensure the most effective approach for Sony Pictures properties.
• Shape and validate with stakeholders the overall database acquisition, conversion and retention strategy; evaluate and provide ROI quantification. Monitor and maximize customer lifetime value strategies ensuring maximum profitability.
• Serves as the central point of contact for email marketing and CRM efforts with partners and clients.
Tactical (Deployments, Operations): 50%
• Work across multiple divisions (Home Entertainment, Theatrical, TV) in hands-on capacity to setup campaigns, develop email templates, and build customer journeys using Sales Force Marketing Cloud and other necessary tools.
• Implement omni-channel customer journeys and Campaign Management tools as it relates to People Based Marketing strategic initiatives, analyzing business touch points with the organization and maximizing customer/consumer opportunities.
• Work with leadership to develop cost allocations based on actual costs.
• Lead end-to-end email operations ensuring smooth execution of all campaign deployments.
• Work with analytics team to build actionable insights used for A/B testing, segmentation, and retargeting.
• Work with engineering and/or product teams to ensure custom campaign development is defined and executed.
• Oversee email deliverability and ensure we maintain positive sender reputation by using best practices and proper database hygiene.
• Develop, write, and distribute analysis and reports; create benchmarks, reporting templates and presentations as necessary.
• Work closely with IT to understand all CRM feeds and data is properly flowing in and out of CRM databases and data warehouses.
• Manage, prioritize, and size existing and new demand around customer onboarding, enhancements, and campaign deployment requests.
• Manage Email Marketing Analyst and/or other direct report(s).
Requirements:
• A confident and polished approach to managing a team in a dynamic environment
• Strong organizational, problem solving, project management and strategic skills with a process-focused mindset
• Attention to detail a must
• Comprehensive understanding of digital marketing (web, social, etc.)
• Experience with direct and digital marketing in a similar industry
• Experience with demand management with ability to balance both strategic and tactical approaches/perspectives with key understanding of business impact
• A dynamic personality able to engage with multiple creative stakeholders in a delivery and strategic capacity
• Strong interpersonal skills; comfortable dealing with a wide span of people from executive management to developers and vendors
• Ability to develop and leverage strong customer relationships
• Ability to develop collaborative relationships with other IT departments and stakeholders as well as legal, Information Security and Procurement
• Excellent verbal and written communication skills
• Ability to manage work across multiple initiatives in a fast-paced environment, effectively prioritize and meet deadlines
• Adaptability and flexibility to smoothly handle frequent changes in priorities and deadlines
• Demonstrates great levels of initiative, is proactive and self-motivated
• Ability to take ownership of issues and risks to resolution as well as judgement to escalate issues when necessary
• Ability to accurately estimate work effort, duration, and budget accordingly
• Strong background in customer acquisition, re-engagement, and retention strategies
• Prior experience and knowledge of Salesforce Marketing Cloud product suite strongly preferred
• Proficient in Microsoft Office Suite
• BA/BS required
• 5+ years' relevant experience
*Sony Pictures Entertainment is an equal opportunity employer. We evaluate qualified applicants without regard to race, color, religion, sex, national origin, disability, veteran status, age, sexual orientation, gender identity, or other protected characteristics.
• Sony Pictures - CA - Culver City Area & Studios