CRM Strategy and Analytics Manager will lead in-depth data analysis to understand customer behavior and make business recommendations to enhance and improve effectiveness of CRM and Marketing programs to achieve business objectives.
Job Responsibilities include:
Strategy & Analytics:
Manage all aspects of CRM campaigns: setup, measurement & analysis. Oversee the Reporting and Analytics team at the CRM AOR and provide observations, insight and recommendations to stakeholders based on the following responsibilities:
- Lead Strategic Deep Dives to support Brand and Corporate Objectives
- Audience Profile & Demographic Analysis
- Market Trends and Opportunity Analysis
- Cross-Platform Marketing Strategies (CRM, Media, Tier II & III Integration)
- Leverage S&P Global POLK LAT tools to support campaign strategies
- Establish benchmarks and yearly objectives for CRM campaigns, based on historical data and campaign inputs
- Oversee Audience Strategy, Control Groups and A/B Test Plans for Campaign Audiences & Creative Evaluation of Campaign Performance based on Email, Website; Sales Match (Buy Rate/Lift; Control versus Treated) Metrics
- Oversee and present Quarterly, Campaign Specific and ad hoc CRM Performance Reporting to Brand / Sales Stakeholders
- Responsible for Incentive Budget tracking and Incentive requests
- Oversee and manage website private offer programs, including web metrics, audience management, and associated incentive costs.
- Oversee suite of CRM dashboard development and maintenance (with AOR)
Customer Data Platform (CDP):
- Drive the adoption and use of CDP use cases across Digital and Marketing strategies
- Review, enhance and optimize audience segmentation leveraging 1st Party Data
- Partner with Marketing counterparts to drive a holistic owner marketing data strategy across owner data points (demographics, garage mates, competitive shopping, etc.)
Vendor Management:
- Manage and maintain sales match vendors (Urban Science, S&P, etc.)
- Along with AOR manage and review performance of prospect vendors
- Continually investigate test opportunities of new vendors for prospecting
Tools Used:
- PowerBI dashboards
- S&P Global LAT tools (Loyalty, Inflow/Outflow, Registrations, etc.)
- Adobe Analytics