Cole Haan
Overview
As Director of CRM, Retention & Loyalty you’ll define and lead the vision, strategy, and execution of our lifecycle marketing and CRM programs. You’ll architect hyper-personalized, data-driven campaigns and automated journeys across channels, ensuring high customer satisfaction, loyalty, and lifetime value. This role will oversee the strategy and execution for email marketing, SMS and our customer loyalty program. This position is ideal for a strategic leader with deep experience in CRM strategy, experimentation, and cross-functional collaboration. You will be directly supporting activities in North America as well as setting global strategies. You will have the opportunity to work cross-functionally with exposure across both the retail & digital space. Business partners include but are not limited to the Creative, Legal, Ecommerce, Store Operations, Customer Analytics, IT, Buying, Media, and Brand Marketing. Key Responsibilities
Develop and own the strategy for the CRM program including message + content strategy, target audience segmentation, measurement plans and iterative testing roadmaps with an omni-channel lens (web and store customers) Develop and execute comprehensive retention marketing & loyalty strategies to increase customer lifetime value and reduce churn rates. Reimagine role of acquisition for owned channels as a pipeline for new customers and loyalty. Redefine customer segmentation strategy & optimize audience strategies across all consumer marketing channels to tailor messaging to specific customer segments, driving increased engagement and loyalty. Plan, execute, and optimize multi-channel retention campaigns across SMS, direct mail, email triggers, and other relevant channels, ensuring timely delivery and maximum effectiveness. Create and oversee the development of tailored content (leveraging both static and dynamic assets) across all owned channels; ensure consistent brand messaging and voice. Together with our Customer Analytics team, analyze data to define KPIs and goals across different segments, identify trends, and optimize marketing programs to deliver upon overall company goals Develop a compelling membership program and deliver against revenue and customer goals. Continually refine the programmatic elements & experiences to optimize, grow, and engage members Partner with Analytics to define, track, and report on key retention metrics, including churn rate, customer lifetime value, retention rate, and engagement metrics. Use insights to inform decision-making and drive results. Conduct A/B testing and other experiments to evaluate the performance of different personalization and communication approaches across BAU and trigger-based marketing campaigns. Continuously optimize strategies based on insights and feedback to drive improved customer engagement and satisfaction. Collaborate with the Analytics and IT to identify and implement the necessary tools, platforms, and systems to support personalization and communication initiatives. Stay updated on industry trends and advancements in personalization technology. Work closely to develop insights-backed creative strategies that enhance engagement and conversion across owned channels. Distribute and present all CRM reporting and status to leadership Seniority and Employment Details
Seniority level: Director Employment type: Other Job function: Business Development and Sales Industries: Retail
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As Director of CRM, Retention & Loyalty you’ll define and lead the vision, strategy, and execution of our lifecycle marketing and CRM programs. You’ll architect hyper-personalized, data-driven campaigns and automated journeys across channels, ensuring high customer satisfaction, loyalty, and lifetime value. This role will oversee the strategy and execution for email marketing, SMS and our customer loyalty program. This position is ideal for a strategic leader with deep experience in CRM strategy, experimentation, and cross-functional collaboration. You will be directly supporting activities in North America as well as setting global strategies. You will have the opportunity to work cross-functionally with exposure across both the retail & digital space. Business partners include but are not limited to the Creative, Legal, Ecommerce, Store Operations, Customer Analytics, IT, Buying, Media, and Brand Marketing. Key Responsibilities
Develop and own the strategy for the CRM program including message + content strategy, target audience segmentation, measurement plans and iterative testing roadmaps with an omni-channel lens (web and store customers) Develop and execute comprehensive retention marketing & loyalty strategies to increase customer lifetime value and reduce churn rates. Reimagine role of acquisition for owned channels as a pipeline for new customers and loyalty. Redefine customer segmentation strategy & optimize audience strategies across all consumer marketing channels to tailor messaging to specific customer segments, driving increased engagement and loyalty. Plan, execute, and optimize multi-channel retention campaigns across SMS, direct mail, email triggers, and other relevant channels, ensuring timely delivery and maximum effectiveness. Create and oversee the development of tailored content (leveraging both static and dynamic assets) across all owned channels; ensure consistent brand messaging and voice. Together with our Customer Analytics team, analyze data to define KPIs and goals across different segments, identify trends, and optimize marketing programs to deliver upon overall company goals Develop a compelling membership program and deliver against revenue and customer goals. Continually refine the programmatic elements & experiences to optimize, grow, and engage members Partner with Analytics to define, track, and report on key retention metrics, including churn rate, customer lifetime value, retention rate, and engagement metrics. Use insights to inform decision-making and drive results. Conduct A/B testing and other experiments to evaluate the performance of different personalization and communication approaches across BAU and trigger-based marketing campaigns. Continuously optimize strategies based on insights and feedback to drive improved customer engagement and satisfaction. Collaborate with the Analytics and IT to identify and implement the necessary tools, platforms, and systems to support personalization and communication initiatives. Stay updated on industry trends and advancements in personalization technology. Work closely to develop insights-backed creative strategies that enhance engagement and conversion across owned channels. Distribute and present all CRM reporting and status to leadership Seniority and Employment Details
Seniority level: Director Employment type: Other Job function: Business Development and Sales Industries: Retail
#J-18808-Ljbffr