SeaWorld Entertainment
VP, CRM
SeaWorld Entertainment, Orlando, Florida, us, 32885
SeaWorld is a world-renowned leader in the themed-park and entertainment industry. Our success is built on a passion for caring for animals and a dedication to delivering positive, memorable experiences to people from around the world. Were also committed to helping ambitious people achieve their professional best. We're always seeking exceptionally skilled and knowledgeable individuals to join our team.What
you get to do:Reporting to Chief Commercial Officer, the
Vice President of CRM
will create and lead the team that defines and executes multichannel marketing programs to effectively increase the value of customer relationships, direct the art and science of relationship marketing for all 12 SeaWorld Parks. This innovative self-starter will provide expertise, vision, and leadership to define and implement customer relationship marketing programs and initiatives to successfully build profitable, long-term customer relationships across all brands in all channels.Specifically, they will be responsible for:Developing and gaining approval of the strategic plan for customer relationship marketing, database marketing, and customer research, ensuring the integration into corporate strategy and objectives.Leading the development of database marketing analytics, such as statistical modeling, customer profiling, segmentation analysis, and other analytical techniques to improve customer acquisition, retention engagement, and loyalty making evidence based decisions.Leading the development and execution of the design and implementation of a customer segmentation system and targeting for each of the brands; identifying customer lifecycles, calculating LTV, and developing key customer segments.Providing strategic direction on tools and technology to support the implementation and execution of the CRM strategy.Managing the market/customer research process and providing actionable insights.Participating in the corporate and brand planning process to ensure support and integration of CRM strategy and plan.Championing CRM concepts and examples of success to senior leaders in all aspects of the business.Reporting and automating campaign results and providing insights to the Parks to effect changes as needed for future campaigns.Providing a thorough, detailed, and evolving understanding of customer profiles through customer research including VIP treatments, upselling efforts and feedback.Owning the internal and external technology projects necessary to grow CRM while partnering with IT to develop and implement a technology road map suited to support the needs of the business regarding data/address hygiene, campaign management, database analytics, business intelligence, and other appropriate applications.Managing audits of the database and establishing and maintaining appropriate controls and processes to ensure proper levels of data/address hygiene, customer database processes, management, and direct mail execution; ensuring compliance with state and federal laws.Recommending ongoing innovative solutions for CRM business process improvement, issues, and needs.Implementing a customer contact strategy across all channels to ensure that the marketing investment is consistent with the expected ROI and establishing a tempered offer flow to the customers across channels.Managing corporate-wide policies and procedures for CRM, database marketing, and customer research.Identifying, selecting, and supervising outside vendor partners designed to support the execution of the CRM, database marketing, and customer research strategies.What
it takes to succeed:10+ years of experience in marketing leadership, demonstrating increased responsibilities with customer relationship management tools and KPI metrics with solid customer acquisition strategies that successfully drive significant growth.Bachelor’s degree in marketing, business, communications, or related field; a Master’s degree in business, marketing, or another related field is preferred.Proven technical expertise with CRM and analytical systems including Salesforce and Merkle.The mindset to pursue continuous improvement.Knowledge of online marketing methods and best practices.An ability to manage marketing projects end-to-end.An appetite for accelerating progress when a scaled opportunity is in sight.Effective communication skills along with a customer-oriented attitude and ability to partner cross functionally to make CRM a top priority of the business.A professional, forward-thinker, and self-starter approach, with a can-do attitude, comfortable with taking calculated risks and impacting change with new and innovative ideas.Superior organization, communication, presentation, diplomacy, and interpersonal skills.Proven experience as an analytical, strategic thinker, and problem solver that can successfully collaborate with diverse audiences.The perks of the position:Paid Time OffComplimentary Park Tickets and PassesPark Discounts on Food and MerchandiseMedical, Dental, and Vision Insurance401K Retirement planVoluntary InsuranceLife InsuranceDisability BenefitsTuition ReimbursementDependent and Health Care Flexible Spending AccountsEmployee Assistance ProgramLegal Assistance PlanEEO Employer:SEAWORLD PARKS & ENTERTAINMENT IS AN EQUAL OPPORTUNITY EMPLOYER. ALL APPLICANTS WILL BE CONSIDERED WITHOUT REGARD TO AGE, RACE, COLOR, RELIGION, SEX, NATIONAL ORIGIN, SEXUAL ORIENTATION, PREGNANCY, GENDER IDENTITY OR EXPRESSION, DISABILITY OR COVERED VETERAN STATUS.
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you get to do:Reporting to Chief Commercial Officer, the
Vice President of CRM
will create and lead the team that defines and executes multichannel marketing programs to effectively increase the value of customer relationships, direct the art and science of relationship marketing for all 12 SeaWorld Parks. This innovative self-starter will provide expertise, vision, and leadership to define and implement customer relationship marketing programs and initiatives to successfully build profitable, long-term customer relationships across all brands in all channels.Specifically, they will be responsible for:Developing and gaining approval of the strategic plan for customer relationship marketing, database marketing, and customer research, ensuring the integration into corporate strategy and objectives.Leading the development of database marketing analytics, such as statistical modeling, customer profiling, segmentation analysis, and other analytical techniques to improve customer acquisition, retention engagement, and loyalty making evidence based decisions.Leading the development and execution of the design and implementation of a customer segmentation system and targeting for each of the brands; identifying customer lifecycles, calculating LTV, and developing key customer segments.Providing strategic direction on tools and technology to support the implementation and execution of the CRM strategy.Managing the market/customer research process and providing actionable insights.Participating in the corporate and brand planning process to ensure support and integration of CRM strategy and plan.Championing CRM concepts and examples of success to senior leaders in all aspects of the business.Reporting and automating campaign results and providing insights to the Parks to effect changes as needed for future campaigns.Providing a thorough, detailed, and evolving understanding of customer profiles through customer research including VIP treatments, upselling efforts and feedback.Owning the internal and external technology projects necessary to grow CRM while partnering with IT to develop and implement a technology road map suited to support the needs of the business regarding data/address hygiene, campaign management, database analytics, business intelligence, and other appropriate applications.Managing audits of the database and establishing and maintaining appropriate controls and processes to ensure proper levels of data/address hygiene, customer database processes, management, and direct mail execution; ensuring compliance with state and federal laws.Recommending ongoing innovative solutions for CRM business process improvement, issues, and needs.Implementing a customer contact strategy across all channels to ensure that the marketing investment is consistent with the expected ROI and establishing a tempered offer flow to the customers across channels.Managing corporate-wide policies and procedures for CRM, database marketing, and customer research.Identifying, selecting, and supervising outside vendor partners designed to support the execution of the CRM, database marketing, and customer research strategies.What
it takes to succeed:10+ years of experience in marketing leadership, demonstrating increased responsibilities with customer relationship management tools and KPI metrics with solid customer acquisition strategies that successfully drive significant growth.Bachelor’s degree in marketing, business, communications, or related field; a Master’s degree in business, marketing, or another related field is preferred.Proven technical expertise with CRM and analytical systems including Salesforce and Merkle.The mindset to pursue continuous improvement.Knowledge of online marketing methods and best practices.An ability to manage marketing projects end-to-end.An appetite for accelerating progress when a scaled opportunity is in sight.Effective communication skills along with a customer-oriented attitude and ability to partner cross functionally to make CRM a top priority of the business.A professional, forward-thinker, and self-starter approach, with a can-do attitude, comfortable with taking calculated risks and impacting change with new and innovative ideas.Superior organization, communication, presentation, diplomacy, and interpersonal skills.Proven experience as an analytical, strategic thinker, and problem solver that can successfully collaborate with diverse audiences.The perks of the position:Paid Time OffComplimentary Park Tickets and PassesPark Discounts on Food and MerchandiseMedical, Dental, and Vision Insurance401K Retirement planVoluntary InsuranceLife InsuranceDisability BenefitsTuition ReimbursementDependent and Health Care Flexible Spending AccountsEmployee Assistance ProgramLegal Assistance PlanEEO Employer:SEAWORLD PARKS & ENTERTAINMENT IS AN EQUAL OPPORTUNITY EMPLOYER. ALL APPLICANTS WILL BE CONSIDERED WITHOUT REGARD TO AGE, RACE, COLOR, RELIGION, SEX, NATIONAL ORIGIN, SEXUAL ORIENTATION, PREGNANCY, GENDER IDENTITY OR EXPRESSION, DISABILITY OR COVERED VETERAN STATUS.
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