Marketing Manager, CRM
POSITION RESPONSIBILITIES:
Strategy Development and Database Management
· In conjunction with Marketing Management and agency partners, develop data-driven customer marketing plan that will drive incremental sales and enhance ROI of SalonCentric marketing programs with targeted offers.
· Create a roadmap for implementation and manage cross-functional team to achieve key milestones.
· Guide agency in initial data analysis, customer segmentation and profiling.
· Over time, use key learnings to drive decision-making to:
o Identify and prioritize customer marketing opportunities
o Refine and evolve segmentation
o Create predictive / behavioral profiling
o Optimize messaging and offers
o Increase the level of personalization
o Establish benchmarks for success
· Coordinate data cleansing and database maintenance with Salesforce.com, Synergy and agency partners .
· Provide input into E-Commerce front-end development to ensure site is optimized for data gathering and deployment of CRM campaigns.
CRM Campaign Management and Execution
· Conceive, plan and deploy targeted offers and promotions to the "right customers, at the right time and in the right channel" aligned with business objectives.
· Partner with e-Commerce, Store Sales teams to maximize engagement including new customer, retention, loyalty/top customer campaigns, as well as up-sell cross-promotion offers.
· In addition to defining triggered message streams, create and manage calendar of communications to support Store, Street and E-Commerce activities as well as key Brand initiatives.
· Establish process for soliciting, prioritizing, approving and scheduling offers from Brands. Guide development of Brand offers to optimize messaging and ROI.
· Coordinate with Store Operations, Sales Admin, IT and E-Commerce team to ensure offers are funded and response rate is trackable.
· Manage creative development of all CRM initiatives. Collaborate with Creative Services to maximize the impact and effectiveness of messaging and visuals. Secure Brand approval as needed.
· Design and develop online and offline acquisition strategies. Leverage communications vehicles to capture additional customer information and opt-ins to all CRM programs.
· Develop customer service strategies across all customer service vehicles including call center, e-mail, and social media. Identify opportunities to capture additional contact information about customers via customer service activities
· Support the Sales team by creating marketing programs for "leads".
· Explore external partnerships for CRM outreach (e.g. Brand programs, industry organizations).
Analysis Optimization
· Direct quantitative and qualitative analysis of response and ROI for all campaigns to establish benchmarks that will guide allocation of budgets (by channel, by offer, by vehicle) in order to achieve maximum impact.
· Monitor competitors and other retailers to identify best practices. Keep informed of CRM trends, tools technologies and agencies in order to recommend innovative approaches for SalonCentric.
· Share insights across organization and with Brands to optimize the customer experience at all touch points.
· Share learnings with L'Oreal Integrated Marketing, CRM and Digital IT teams to gain additional insights and generate new ideas
· Test opportunities for revenue generation through paid placement from Brands and other partners.
POSITION REQUIREMENTS:
· 5+ years CRM/direct marketing experience preferably in a multi channel retail environment. Demonstrated success designing, launching and optimizing sophisticated multi-channel direct marketing campaigns.
· Highly developed PC skills. Experience using databases, CRM technologies and digital media to analyze customer data and translate findings into actionable insights and powerful marketing programs.
· Passionate about technology innovations and comfortable using new technologies to capture data and deploy communications. Understanding of CRM technology platforms. Ability to translate marketing needs and provide input into product specifications to IT / technical teams. Familiarity with Salesforce.com a plus.
· Excellent project management and cross-functional team leadership skills. Experience directing outside agencies and facilitating seamless interaction between agencies.
· Able to provide clear creative direction and critical feedback to Creative Services to ensure all messaging is compelling and visually impactful.
· Able to manage multiple priorities and adjust priorities to accelerate results with a strong sense of urgency and follow through. Able to thrive in a fast-paced dynamic environment.
· Strong analytical marketing orientation. Understanding of financial assessment ROI analysis.
· Creative innovative thinker eager to identify solutions and new opportunities
· Bachelor's Degree in Marketing or Business, MBA or relevant Masters Degree a plus.
· Occasional travel may be required to meet with agencies, Digital IT team and Brands
