24 Seven Talent
Senior Manager, CRM & Lifecycle
24 Seven Talent, New York, New York, us, 10261
About the Role:As the Senior Manager, CRM & Lifecycle, you are technically strong, coming from a background of data driven marketing, with hands-on experience of analyzing data and campaigns. You have experience of using CDPs for audience creation and have managed large multi-channel campaigns using personalization at scale, including onsite personalization. You are someone who believes that effective CRM should be able to drive sales even as it seeks to drive loyalty and brand love.
Key Responsibilities, Weight & KPIs:Customer Acquisition, Onboarding, Loyalty and Lifecycle Management
• Collaborate with the eCommerce Team to define the new customer acquisition strategy• Collaborate with the analytics team to develop predictive models and customer segmentation to inform investment in high quality acquisition and retention programs• Define the strategy and lead the execution of end-to-end lifecycle programs, including MGM• Develop & optimize automated trigger based multi-channel campaigns (via email, text, push notification) to drive retention and CLTV• Develop and implement strategies to drive loyalty and brand love• Key KPIs to achieve: New Customers Acquired, Growth of Active Customer Base, Attrition Rate, CLTV, NPS
Drive Sales, Trial and Adoption of New Products through Database Activation
• Co author and support the implementation of a calendar of multi-channel (email, text, push notification) communication (including promotions) to deliver on monthly sales targets, support new product launches and drive cross sell and upsell• Collaborate with eCommerce and Performance Media teams to ensure cohesion and consistency across all touch points• Forecast the sales contribution of CRM managed channels and define and manage budgets
Reporting, Test & Learn
• Define KPI's for all CRM reporting, identify relevant leading and lagging KPIs, revise existing ones to inform the organization about the health of the DTC business and ensure insights are applied to drive decision making & CRM program optimization• Be available to explain the key trends relating to CRM and customer behavior to the organization• Drive a culture of data powered decision making and to that end own the CRM test and learn roadmap and collaborate with eCommerce and Transformation Teams as needed• Key KPIs to achieve: Number of tests, Key insights / learnings generated, Increase in engagement, Click-through rates, Reduction in cost per campaign
Content, External Agency Relationship Management
• Collaborate with Marketing and eCommerce teams to define the messaging and content strategy and incorporate it in the CRM test & learn agenda.• Manage external partner and vendor relationships (e.g., Klaviyo, Attentiv, Wavebreak) and build strong JBPs and learning agenda
Leadership
• Provide a point of view as a thought leader for leveraging new marketing and CRM technologies, platforms, and channels to reach and engage with new and returning customer segments
About You:
• 7+ years of experience managing CRM, in DTC eCommerce• Beauty or related industry experience would be a plus• Experience of managing and analyzing digital marketing campaigns across email/ SMS/MMS needed• Experience of setting up campaigns using CDP• Demonstrated ability to strategize and manage end-to-end CRM campaigns from audience segmentation to creative development, to deployment and measurement• Strong proficiency in for data analysis and campaign measurement• Experience in email/SMS marketing platforms such as Klaviyo, Bronto, Attentive, Postscript, Sales Force. and reporting dashboards such as Google Analytics. Experience with Shopify is a plus• Data-driven with critical thinking skills and the ability to analyze and interpret multiple sources of data into actionable insights for campaign optimizations and ongoing testing plans, and ultimately make considerable revenue impact• Ability to effectively communicate, collaborate and influence cross functional departments and as well as present recommendations and insights to senior leadership• Advanced MS Excel knowledge, Proficiency with MS Office, and Google Analytics
Key Responsibilities, Weight & KPIs:Customer Acquisition, Onboarding, Loyalty and Lifecycle Management
• Collaborate with the eCommerce Team to define the new customer acquisition strategy• Collaborate with the analytics team to develop predictive models and customer segmentation to inform investment in high quality acquisition and retention programs• Define the strategy and lead the execution of end-to-end lifecycle programs, including MGM• Develop & optimize automated trigger based multi-channel campaigns (via email, text, push notification) to drive retention and CLTV• Develop and implement strategies to drive loyalty and brand love• Key KPIs to achieve: New Customers Acquired, Growth of Active Customer Base, Attrition Rate, CLTV, NPS
Drive Sales, Trial and Adoption of New Products through Database Activation
• Co author and support the implementation of a calendar of multi-channel (email, text, push notification) communication (including promotions) to deliver on monthly sales targets, support new product launches and drive cross sell and upsell• Collaborate with eCommerce and Performance Media teams to ensure cohesion and consistency across all touch points• Forecast the sales contribution of CRM managed channels and define and manage budgets
Reporting, Test & Learn
• Define KPI's for all CRM reporting, identify relevant leading and lagging KPIs, revise existing ones to inform the organization about the health of the DTC business and ensure insights are applied to drive decision making & CRM program optimization• Be available to explain the key trends relating to CRM and customer behavior to the organization• Drive a culture of data powered decision making and to that end own the CRM test and learn roadmap and collaborate with eCommerce and Transformation Teams as needed• Key KPIs to achieve: Number of tests, Key insights / learnings generated, Increase in engagement, Click-through rates, Reduction in cost per campaign
Content, External Agency Relationship Management
• Collaborate with Marketing and eCommerce teams to define the messaging and content strategy and incorporate it in the CRM test & learn agenda.• Manage external partner and vendor relationships (e.g., Klaviyo, Attentiv, Wavebreak) and build strong JBPs and learning agenda
Leadership
• Provide a point of view as a thought leader for leveraging new marketing and CRM technologies, platforms, and channels to reach and engage with new and returning customer segments
About You:
• 7+ years of experience managing CRM, in DTC eCommerce• Beauty or related industry experience would be a plus• Experience of managing and analyzing digital marketing campaigns across email/ SMS/MMS needed• Experience of setting up campaigns using CDP• Demonstrated ability to strategize and manage end-to-end CRM campaigns from audience segmentation to creative development, to deployment and measurement• Strong proficiency in for data analysis and campaign measurement• Experience in email/SMS marketing platforms such as Klaviyo, Bronto, Attentive, Postscript, Sales Force. and reporting dashboards such as Google Analytics. Experience with Shopify is a plus• Data-driven with critical thinking skills and the ability to analyze and interpret multiple sources of data into actionable insights for campaign optimizations and ongoing testing plans, and ultimately make considerable revenue impact• Ability to effectively communicate, collaborate and influence cross functional departments and as well as present recommendations and insights to senior leadership• Advanced MS Excel knowledge, Proficiency with MS Office, and Google Analytics