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The Digital Marketing Manager, CRM is responsible for enabling activation of data insights to increase guest frequency and value through identifying, implementing, and tracking lifecycle-based CRM programs in partnership with channels owners. This position collaborates across a variety of teams and departments- both client and internal facing, and is responsible for contributing to the successful accomplishment of business objectives.


Roles & Responsibilities

-Serve as CRM point of contact for Digital Leads to develop and implement data insights-driven marketing activations that are impactful and measurable

-Lead data activation across all channels including email, SMS, direct mail, online video, social media, display, digital properties, and beyond

-Provide oversight of data activation including ideation, development of test & learn plans, documentation of requests for data, data trafficking, ongoing monitoring, and proactive communication of status and performance

-Spearhead data acquisition initiatives to grow overall database and each brands’ eClub base inclusive of identifying growth opportunities in owned channels as well as third-party channels

-Brings partners along on the journey through proactive communication, transparency, timely turnaround of deliverables, and by anchoring initiatives in the CRM Vision & Roadmap

-Develops comprehensive brand-level plans that illustrate how data & insights will enable brands’ to successfully accomplish their objectives

-Develops comprehensive business requirements for productionalized reports as well as ad hoc reports for hand off to technical partners

-Drives efficiencies across the team by template and SOP creation

-Analyze and interpret large datasets to identify key data insights and convey these in a highly visual and actionable manner

-Consolidates and contributes to learning agendas across brands and tracks progress against these plans; communicates learnings and maintains documentation of best practices

-Manages budget reconciliation and communication of trends and status to brand partners

-Supports tracking of data enrichment programs

-Champions a culture of team, positivity, and accountability

-Works closely with channel owners to understand channel nuances and drives recommendations that are channel-fitting

-Teams up with digital analytics to implement A/B Testing & Personalization

-Partners with DIA team to understand their processes and implements solutions to optimize data and reporting requests to drive more efficient and specific communication of needs

-Partners with DADVA to level-up data activation sophistication to yield greatest possible return on marketing investments

-Develops executive-level presentations and enables storytelling techniques to convey complex ideas

-Champions evolution of marketing technology and leads team through adoption of toolsets that will enable the CRM vision


Required Technical Skills

-Minimum of 6-8 years of experience in building marketing and data-driven strategies across multiple channels

-Experience in and ability to mine large datasets to derive key guest insights that fuel our understanding of our guests

-Experience in creating KPIs and developing measurement strategies to track them

-Deep understanding of key channels such as SEO, OLV, Display, Search, Social, Email, Direct Mail

-Understanding of statistical concepts such as predictive modeling

-Working knowledge of data visualization tools such as Power BI

-Excellent time and project management skills

-Strong proficiency in presentation creation and delivery

-Experience managing budgets


Required Education:

-Bachelors’ degree in Marketing, Business, Analytics, Data Science, or other relevant field / experience


Other Key Qualifications:

-Excellent written and verbal communications skills

-Proficient in analyzing data and presenting recommendations that are based on data insights

-Strong leadership and management skills

-Superior presentation skills

-Proven track record of results-orientation

-Understanding of database operations

-Strong cross-functional relationship development skills

-Extremely detail oriented

-Strong analytical skills

-Demonstrated ability to prioritize and organize projects and deliverables

-Proven ability to work in a fast-paced environment

-Extreme curiosity and desire to learn and grow

-Ability to influence across levels and functions


Preferred Skills and Experience:

-Master’s degree (Analytics, Marketing, Business or similar)

-Prior experience in data management

-Understanding of data languages such as SQL

-Prior experience with channel measurement