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CRM Program Manager

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The candidate for this position will be responsible for email strategy, performance, and trigger automation as part of the overall Customer Relationship Management (CRM)strategy. The candidate will report to the Director of CRM and be measured on installed base engagement, awareness of paid products, paid product adoption, cross-selling, retention and customer LTV.

Responsibilities will include driving the calendaring, testing, targeting and analysis for the global email program. In collaboration with the brand team, campaign managers and insights team this person will ensure consistency of messaging and design and report on effectiveness of all email campaigns and programs. This role requires an intense amount of cross-departmental collaboration as well as industry experience with regards to setting the standards for best in class email communications.

As the lead for email, this candidate will be accountable for defining and implementing the email contact strategy as part of the broader cross-channel CRM strategy. This will include working closely with the business intelligence, and product marketing teams to identify key moments and insights to inform behavior-based triggered contact strategies and segmentation for scheduled campaigns. It is essential that this person works closely with the marketing infrastructure team and other internal product release vehicles to ensure technology/product platform requirements include input from the email channel based on clearly defined CRM business case(s).

The position also includes responsibility for managing and delivering all service and crisis response email communications, and may include a key project on restructuring transactional email. Finally, having the ability to get massive amounts of work done in an efficient and effective way and managing multiple stakeholders and competing demands will be key to this candidate’s success.

Responsibilities:
• Responsible for email strategy, including translating customer segmentation into effective contact and retention strategies to deliver relevant, inspiring communications which drive sales and loyalty.
• Develop, implement and optimize the email program strategy, ensuring it delivers on goals and is aligned to the broader CRM strategy/road map.
• Develop life-cycle contact strategies for key segments and implement timed triggers through marketing automation.
• Work with teams to uncover data driven insights, recommend segmentation strategies and define audiences and personas.
• Approve final content and messaging for all email communications (in excess of 5 billion messages per annum).
• Drive business requirements and work with engineering and product teams to deliver Email/CRM infrastructure, tools and solutions.
• Manage the email campaign process end-to-end including: email program strategy, creative, email content / messaging development, campaign execution, analytics, and reporting.
• 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
• Work collaboratively with creative teams to develop messaging/content that is both on-brand and takes advantage of email best practices
• 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 reputation impact by ensuring secure data transfer and storage of more than a billion customer records, follow regulatory and privacy guidelines by ensuring our email program is compliant with all legal guidance/policies including data protection, HCP, opt out and unsubscribe process, fraud restrictions, email validation and regulatory compliance.
• Lead the email crisis communications response management plans as determined by execs (e.g. Haiti earthquake, Japan earthquake, Hurricane Sandy)
• Ensure all email based offers and promotions have been QA’d and are working properly for the end user – vouchers, discounts, promo tool etc.
• 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.
• Define email localization strategy and ensure all locally targeted is consistent with email languages and the most recent guidance from the localization team
• 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.
• Manage email campaign manager and channel execution costs and budget
Requirements:
• 5-10 years of experience in email marketing – agency and/or client side
• Experience managing high volume global (highly localized) email campaigns and programs
• Ability to scale teams and operations through effective management of diverse vendors
• 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
• Savvy with marketing automation capabilities
• Comfortable with data models and mailing list selection criteria from complex databases and BI
• Current knowledge of industry regulation and privacy issues
• Hands-on experience and proven track record managing all aspects of email campaigns and delivery through major email service providers - experience with large scale ESPs required
• 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 project management skills, attention to detail, ability to manage multiple projects
• ROI and insights-minded, with experience driving measurable results

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