"Alerted.org

Description

What You’ll Do

The Sr. Manager of CRM will lead all strategy, planning, and execution across several channels (email, SMS, direct mail, and in browser messaging). They will be responsible for forecasting channel performance and reporting on campaign metrics and revenue, with a focus on converting non-buyers and driving retention and loyalty. This role will act as an extension of the brand team and will support multiple brands to drive an increase in year over year performance. This role also interacts with several internal partners such as creative, CDP, technology, and media teams. In addition, they will also manage the day-to-day relationship with core external partners like our ESP, production agencies, and Movable Ink. The candidate should thrive in a fast-paced environment, adapt to change easily, and be passionate about creating customer centric strategies.

Email & SMS Marketing

• Lead email and SMS strategy, ideation, planning and creative asset workflow with a focus on the Brand and Market’s priorities for both US & CA.

• Function as the main point of contact for the ESP and collaborate with them on building, QA testing and sending each email. Lead weekly calls with the agency.

• Work with internal functions (Creative, Copy, Marketing, Legal, etc.) to coordinate and develop all copy and creative assets necessary to support e-mail and SMS programs.

• Lead brand e-mail briefing meeting & creative review meetings.

• Act as the primary CRM point of contact to liaise between Global Online and NA Online ensuring timely delivery of assets and strategic alignment on priorities.

• Own quarterly e-mail testing plan in partnership with ESP. Collaborate with the ESP to innovate within the email space and incorporate response analysis to optimize campaigns.

• QA all test email segments prior to email going live.

• Drive email and SMS contingency plans for key periods, collaborating with the agency to respond to real-time performance.

• Identify opportunities for segmenting promotional offers to a more relevant, targeted base.

• Own and lead the seasonal refresh of US and CA trigger e-mail, SMS, and Omni-Channel programs in collaboration with Global Online and creative teams.

Insights, Analytics & Reporting

• Own the monitoring, tracking and reporting of email, SMS, and trigger performance on a weekly (sometimes daily) basis while at the same time focusing on competitive and industry trends. Utilize insights to inform future e-mail planning, including creative and segmentation optimizations.

• Stay informed on tools & innovations within the e-mail and SMS channel & present relevant opportunities and ideas to Executive Director & the wider team.

• Gather data for analysis of sales and program-specific performance regularly for online marketing and retail campaigns and make recommendations for how to improve performance.

• Leading reporting on daily/weekly/monthly on sales, traffic and customer behavior. Compile reports with key learnings and a summary of recommendations.

• Leverage CRM data to retain key customer cohorts with a focus on maximizing lifetime value

• Ensure segments remain engaged after acquisition and support the long-term health of the customer base

• Identify cohorts for retention and evaluate / size opportunities, create lookalike audiences

• Track customer value over time: revenue, # store visits; average order value

**Promotions** :

• Collaborate with the brand on ideation and development of e-mail and SMS Promotional calendar as well as loyalty customer exclusives.

Long Description

**Innovation** :

• Explore and evaluate new channels beyond e-mail and SMS that can drive meaningful growth for the brand – (for example direct mail and in-browser messaging).

• Explore new mar-tech vendors that can drive incremental revenue across email, SMS, and other channels.

• Utilize tech/automation to maximize efficiency and scale of retention efforts (e.g., personalization of retargeting).

• Partner with technical organization to build products that improve ability to retain + grow shoppers and increase brand loyalty.

• Advance CRM targeting across CRM channels and co-own a POV on the use of CDP 1P data in paid marketing with paid media leads.

Leadership

• Lead and mentor CRM associate.

• Effectively delegated tasks and responsibilities to associate.

• Foster a collaborative and inclusive environment where team members can thrive.

• Conduct regular performance reviews and provide ongoing feedback to support growth.

**Innovation** :

• Explore and evaluate new channels beyond e-mail and SMS that can drive meaningful growth for the brand – (for example direct mail and in-browser messaging).

• Explore new mar-tech vendors that can drive incremental revenue across email, SMS, and other channels.

• Utilize tech/automation to maximize efficiency and scale of retention efforts (e.g., personalization of retargeting).

• Partner with technical organization to build products that improve ability to retain + grow shoppers and increase brand loyalty.

• Advance CRM targeting across CRM channels and co-own a POV on the use of CDP 1P data in paid marketing with paid media leads.

Leadership

• Lead and mentor CRM associate.

• Effectively delegated tasks and responsibilities to associate.

• Foster a collaborative and inclusive environment where team members can thrive.

• Conduct regular performance reviews and provide ongoing feedback to support growth.

Qualifications

Qualifications

• 6+ years’ experience in CRM and product marketing for a large consumer brand or fast-growing DTC brand, e-commerce strongly preferred; including experience with a variety of growth channels and formats (e.g., email marketing, push notifications, SMS, paid media, social media, video).

• Experience as a people leader is a plus – this role has one direct report.

• Hands on keyboard experience with campaign setup and execution within ESP (experience with Braze canvas campaigns highly preferred).

• Advanced knowledge and understanding of HTML/CSS is a plus

• Advanced email-specific coding and development experience is a plus

• Demonstrated experience working with performance marketing metrics (CPM, ROAS, CPA, CRC, CPC & LTV)

• Demonstrated flexibility and ability to work in a fast-changing environment

• Ability to analyze data, identify growth and acquisition trends, present key findings, and apply findings to future growth programs. Proficiency in reporting tools such as Google Analytics, Looker or Tableau.

• Ability to effectively communicate and influence across a range of executive, technical, and cross-functional audiences

• Advanced problem-solving skills, with the ability to define problems and identify, test, and recommend solutions along with growth opportunities

• Demonstrated success in project management and stakeholder management experience, including managing engagements with external agencies and/or vendors

• Excellent time management skills, with the ability to set priorities and manage multiple projects concurrently

• Performance-driven mindset and intellectual curiosity

Equal Opportunity Employer

It is Company's policy not to discriminate against any employee or applicant for employment on the basis of race, color, creed, religion, national origin, ancestry, citizenship status, age, sex or gender (including pregnancy, childbirth and related medical conditions), gender identity or gender expression (including transgender status), sexual orientation, marital status, military service and veteran status, physical or mental disability, protected medical condition as defined by applicable state or local law, genetic information, or any other characteristic protected by applicable federal, state, or local laws and ordinances. The Company will endeavor to provide a reasonable accommodation consistent with the law to otherwise qualified employees and prospective employees with a disability and to employees and prospective employees with needs related to their religious observance or practices. Should you wish to apply for this position or any other position with the Company and you believe you require assistance to complete an application or participate in an interview, please contact [email protected].