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JOB OVERVIEW:

The CRM Data Strategist is responsible for enabling brands to activate data to increase guest frequency and value, by developing a deep understanding of customers' purchase behavior, attitudes, and interests in partnership with all Brands. This position collaborates with business partners, develops recommendations, and leverages members of the broader CRM & Loyalty team to meet business objectives.


The CRM Data Strategist should have experience partnering with brand teams to help bring a data-driven approach to their marketing strategies. The CRM Data Strategist should have a clear idea of the data available to support the brands in developing their strategies to ensure highly successful, targeted, and relevant marketing campaigns.


ROLES AND RESPONSIBILITIES:

- Act as the single Point of Contact with brand teams to develop and implement data-driven marketing strategies to effectively leverage guest data, ultimately to allow us to increase guest engagement through all channels (email, SMS, direct mail, online display, social media and other channels) where we can find our guests for various strategic initiatives

- Provides day-to-day management of CRM activities; communicates as needed and ensures all projects are executed, and share learnings from other brands

- Partners with CRM & Loyalty, Analytics, Consumer Insights, Advanced Analytics, Finance & Strategy to help bring a consolidated data POV to the brands for them to leverage in developing their marketing briefs

- Leads the guest data request for a specific brand activity to be able to understand the type of guest who engages in regards to transactions, as well as the potential audiences

- Develops and uses project timelines and calendars for projects leveraging guest data, partnering with Brands Digital Team, Agencies & channel partners, etc.

- Creates testing recommendations for First Party data activation in all appropriate channels

- Consolidates and reports out from various data driven campaigns to help the brands understand performance and optimization opportunities

- Develops analysis where needed to help create a campaign post-mortem with recommendations and findings including data and reports from agencies and other groups

- Leverages analytics teams to measure and construct test designs in both creative development and display channels

- Collaborates and interacts with Marketing leaders and agency partners to ensure programs differentiate and enhance the core Brand, while reflecting its strategic position

- Works alongside brand teams to develop effective CRM strategies to build loyalty and advocacy

- Establishes and champions a positive, vibrant culture within the work group that is consistent with Darden's values

- Develops and manages the documentation including visually showcasing targeting, testing, and campaign strategies


REQUIRED TECHNICAL SKILLS:

- Minimum of 4 to 6 years of experience building marketing strategies, working with multiple media channels, overseeing marketing calendars and using content to inspire

- Experience and ability to use data and marketing analytics to better understand guests

- Experience in developing digital strategies that drives performance against KPIs

- Understanding of analytics, SEO, digital media, and platforms and monitoring tools

- Working knowledge of current consumer and industry behaviors trends, attitudes, preferences, and needs required

- Understanding of financial reporting and budgets

- Knowledge of advertising and media

- Must have excellent agency management skills

- Strong project management and organizational skills


REQUIRED EDUCATION:

- Bachelor's degree in Marketing, Business, or a relevant field


OTHER KEY QUALIFICATIONS:

- Excellent written and verbal communication skills

- Must be comfortable analyzing data and presenting recommendations to support

- Understanding and ability to use guest data and marketing analytics to better understand guests for targeted marketing activities

- Excellent presentation skills

- Strong leadership and management skills

- Ability to consult and collaborate with a variety of different business partners

- Proven ability to work in a fast-paced team environment

- Proven track records of results orientation

- Strong analytical skills, including previous experience leveraging and assessing data for key consumer, brand, and competitive insights

- Must be extremely detail oriented

- Demonstrated proficiency in organizing and planning work tasks


PREFERRED SKILLS AND EXPERIENCE:

- Master's degree (e.g. MBA)

- Track record of innovation and creative thinking

- Prior experience with ESP (such as Salesforce, Harmony, etc.) is preferred

- Prior experience with Campaign Management systems (Adobe Campaign) is preferred