CRM Director, Marketing

What we can offer:

A crafted employee experience designed to foster professional growth, a focus on health & well-being and an internal community that will set you up for success.

The Opportunity:

As the CRM Director Marketing, you will lead the development and execution of customer relationship management strategies, leveraging 1st and 3rd party data to identify target audiences. You will also design personalized journeys, and create engaging content for Email, SMS, and Direct Mail campaigns. The role also involves managing vendor relationships and ensuring their performance aligns with business goals. As a key member of the team, you will own the day-to-day program monitoring and maintenance, while continuously incorporating mid and long-term strategies to drive sustainable growth and achieve business objectives. In addition, you will work closely with the Marketing and Creative team, business units, and Technical teams to align lifecycle marketing efforts with overall business goals.

• Develop a CRM strategy and annual action plan to support business needs with clear goals and measurements.
• Develop strategies and implement plans for new program initiatives with a focus on a personalized customer relationship; enhance customer resonance through segmentation, dynamic content and ongoing personalization innovation.
• Develop and implement comprehensive CRM strategies focused on personalization and customer engagement, aiming to maximize customer lifetime value and loyalty
• Expand and grow our CRM database to maximum volume with focus on conversion and customer retention to grow our eCommerce business.
• Utilize 1P and 3P data sources to identify and target quality audience pools.
• Confirm the quality of the audience pool through data analysis and validation.
• Identify triggers from audience activity, determine where data is housed, how it is transferred between systems, and its availability.
• Review and evaluate current content including landing pages.
• Develop new content to provide customer value, delivered via Email, SMS, and Direct Mail.
• Design customer journeys with different paths based on data filters and customer touchpoints.
• Ensure the journeys are optimized to achieve the ultimate goal across Email, SMS, and Direct Mail.
• Develop a creative library, including messaging matrices, product, and lifestyle-based imagery.
• Dynamically populate creative content based on customer behavioral signals and triggers.
• Define key performance indicators (KPIs) and apply tracking on-site and within creative assets.
• Utilize data and insights to conduct A/B testing, modify content/creative, and improve based on key learnings.
• Monitor, analyze, and report on the performance of lifecycle marketing initiatives, making data-driven decisions to optimize campaigns and strategies.

Qualifications:

Required:

• Bachelor's degree in Marketing, Business Administration, or related field.
• 7+ years of experience in CRM, marketing, or related roles.
• Proven track record in managing audience segmentation and targeting using 1P and 3P data sources.
• Strong experience in content strategy and development for Email, SMS, and Direct Mail campaigns.
• Expertise in journey mapping, creative development, and dynamic content personalization.
• Proficiency in data analysis, reporting, and deriving actionable insights.
• Excellent project management skills and the ability to lead cross-functional teams.
• Strong communication and presentation skills.

Preferred:

• Data-driven mindset with a strong analytical approach.
• Ability to segment and extract audience segments from the company's CDP database, preferably using SQL queries.
• High proficiency in CRM platforms and marketing automation tools, including Salesforce Marketing Cloud.
• Strong understanding of customer behavior and segmentation.
• Ability to work in a fast-paced environment and manage multiple projects simultaneously.