Функция: Директор по маркетингу / Интернет маркетинг

Тип занятости: Полный рабочий день

Место расположения: New York - New York

Страна: USA

Title: Director Lancôme, Omni-Channel CRM & Loyalty Lead

Location: NYC

Overview:

Reporting into the Head of Media and CRM / Loyalty, The Director of Omni Channel CRM & Loyalty marketing is responsible for the development of customer-centric programs for the Lancome brand in order to build profitable, long-term customer relationships. This individual will continue to evolve the Omni-channel rewards program and database driven marketing strategies. He/she will provide consumer insights support as well as audience development support for digital media campaigns.

Responsibilities:

CRM Lancome Database:

  • Oversee life cycle marketing strategies which identify valuable consumers and opportunities that drive increased engagement and revenue
  • Project manage CRM and digital innovation pilots with new vendors
  • Lead the execution for the Direct Mail program including circulation, segmentation, testing, reporting and creative
  • Refine email strategy to further increase acquisition, retention and repeat rates
  • Manage external agency and multiple vendor relationships related to CRM, loyalty, consumer marketing and database management
  • Serve as a CRM business intelligence leader, utilizing analytics to drive customer-centric action plans
  • Lead the development of database marketing analytics, segmentation analysis, and other analytical techniques to improve consumer insight, retention and loyalty.

Loyalty:

  • Own and develop the strategy for a best in class loyalty platform that drives growth and development of the program, including increased engagement, membership volume and tracked revenue
  • Continually drive innovation in the program to keep it fresh and relevant for the customer to retain existing customers and acquire new customers
  • Provide end-to-end leadership of Member initiatives from requirements definition to deployment and analysis, along with issue and risk management
  • Develop and manage Member marketing budgets
  • Ensure that analysis, testing and learning is conducted in a systematic way to promote critical breakthroughs
  • Manage the distribution and presentation of Member Program reporting and status to executive stakeholders
  • Track and report on customer KPI metrics related to loyalty

Digital Activation / DMP:

  • Develop audience segments in our Data Management Platform (DMP) applying CRM learnings
  • Create test and learn approach to optimize performance and develop insights on best practices
  • Provide support in measurement and analysis of precision media campaigns utilizing the DMP

Retail Activation and Insights:

  • Responsible for developing and guiding Direct Mail strategy for all retail partners in partnership with Operational Marketing team and Sales team
  • Lead project management or all direct mail programs from creative ideation and inception, to execution
  • Actively seek out new ways to engage Lancome me customers and/or prospects in B&M and Retailer.com environments
  • Provide Consumer Insights data as needed

Qualifications:

  • 5-10 years CRM and/or Direct Marketing experience, preferably in a Retail, CPG or Consumer Service industry
  • Proven experience driving large scale customer acquisition programs through direct response, loyalty and also branded experiences
  • Proven record of partnering cross-functionally to create personalized customer experiences
  • Loyalty program management experience preferred
  • Exposure to data-driven media strategies, programmatic media, and multi-channel CRM programs
  • Brings a consumer-centric mindset to all projects
  • BA/BS
  • Creative thinking and exceptional analytical skills; experience conducting CRM campaign analytics and consumer research to inform marketing decisions
  • Ability to multi-task
  • Strong problem-solving skills