Major responsibilities and duties: Define, design and recommend direct marketing circulation plans and contact strategy, based on the marketing goals of the GIS Brand. This position will act in a consultative manner to a specific Segment team to assure that the number of marketing touches (across channel and across campaign) achieves the financial and marketing goals set forth by the GISDevelop holistic circulation plan and contact strategy across direct mail and e-channels for Segments, Services/Solutions and Whole House campaigns.
Circulation Planning/Contact Strategy
Prepare detailed mailing plans for each direct mail and email campaign, based on the marketing strategy.
Work with Finance and Analytics to develop appropriate financial profit and loss statements, recommend customer circulation/depth of file options to drive requisite campaign results based on the requisite ROI.
Apply list segmentation, selection and forecasting of both customer and rental lists. Coordinate with list brokers and facilitate list ordering, if appropriate.
Work directly with Brand on understanding, quantifying, updating and segmenting of house names to build appropriate lead management programs.
Measurement & Analysis
Work with Analytics and Finance to prepare complete post-analysis of each mailing including response, sales, test results, and profitability.
Assist the DMS/email team by aggregating and analyzing customer data to optimize marketing effectiveness and identify new opportunities.
Work with Marketing Operations to design and execute new reporting, develop performance metrics, present findings and make recommendations to marketing team as they relate to existing marketing strategy.
Lead the integrity of marketing data, getting database issues resolved as necessary, incorporating business rule changes, meeting data requirements and making other changes as required.
Requirements: BA/BS preferred
5-7 years marketing experience in large multi-channel organization
Proven expertise and thorough knowledge of direct marketing metrics
3-5 years experience in catalog circulation planning is essential
Demonstrated expertise in developing, executing and analyzing marketing programs
Excellent oral and written communication as well as interpersonal skills which allow for working with multiple levels of
management across the organization
Self motivator and strong will to get the job done correctly
Strong systemic thinker with track record of anticipating impacts across multiple channels, processes and stakeholders
Strong analytical skills
Demonstrated knowledge of systems architecture, interfaces, and reporting structures