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CRM Campaigns Manager

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The candidate for this position will be responsible for build and execution of marketing communications across all Skype’s CRM channels (email, in product, SMS and retargeting.

Working extremely closely with the Operations Manager, CRM & Product Marketing teams this role is pivotal in the successful execution of the CRM strategy laid out by these teams.

Working closely with them to identify target audiences and build the campaign in Campaign Management tool, this role will be integral in setting up these life cycle communication paths, and optimizing over a period of time.

It’s a hands on role, so a thorough understanding of data model and how it can be used to execute the contact strategies will be compulsory. Where customer data base does not hold sufficient data to execute campaigns in line with the contact strategy, other sources may be used to support, namely the Business Intelligence Data Warehouse, so SQL skills are mandatory.

In this situation working closely with the infrastructure team to improve the data availability will ensure continuous improvements in data availability.

The majority of campaigns should be setup using Campaign Management solution, so previous experience of marketing automation solutions is necessary. It is this tool that will be used to identify and size audiences to assist in the identification and creation of new targeted communications.

Finally, being efficient and working effectively and managing multiple stakeholders and competing demands will be key to this candidate’s success.

Responsibilities:
• Develop, implement and optimize the life cycle campaigns within the Campaign Management solution.
• Input into new life cycle messages with industry best practice, data availability and past campaign performance
• Develop campaigns to satisfy the CRM strategy as laid out by the CRM & PMM teams
• Work with Insights and Product teams to uncover data driven insights, recommend segmentation strategies and define audiences and personas.
• Drive business requirements and work with engineering and product teams to deliver Email/CRM infrastructure, tools and solutions.
• Develop and manage test plans and apply data driven techniques to optimize email performance including: personalization, frequency testing, messaging testing, offer testing, creative testing, segmentation / targeting and delivery timing testing
• Create email reporting dashboards and custom reports based on target KPIs and benchmarks analyzing campaign performance in order to provide actionable recommendations and deliver continuous improvements to our email program
• Employ a consistent best-practice approach and provide expertise for creating email templates, dynamic content, testing methodologies, list segmentation and deliverability
• Mitigate risk and reputational impact by ensuring secure data transfer and storage of more than a billion customer records, follow regulatory and privacy guidelines by ensuring the email program is compliant with all guidance/policies including data protection, opt out and unsubscribe process, fraud restrictions, email validation and regulatory compliance.
• Ensure email volume does not cause any systems of product issues - develop deployment plans outlining volumes and ensure sign off from engineering and biz ops teams.
• Stay current with best practices, strategies, and industry standards related to email and act as subject matter experts in regard to channel best practices and what is / is not possible.
Requirements:
• 2-5 years of experience in using campaign management solutions - agency and/or client side
• Experience managing high volume global (highly localized) email campaigns and programs
• Must have experience within a digital environment
• Expert in email best practices including contact strategies, targeting and segmentation, A/B testing, delivery and deliverability issues, and analytics
• Hands on experience with marketing automation capabilities, such as Exact Target, SAS, Unica, Neolane, Alterian, FastStats etc
• Comfortable with data models and mailing list selection criteria from complex databases and BI
• Must have SQL experience on complex data models
• Current knowledge of industry regulation and privacy issues
• Strong analytical skills and solid understanding of all email marketing performance metrics as it corresponds to a digital strategy
• Strong quantitative skills and familiarity with site-site analytics
• Self-starter, with strong initiative and the ability to thrive in, rapidly changing/growing environment
• Exceptional attention to detail, ability to manage multiple projects
• ROI and insights-minded, with experience driving measurable results

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