CRM & Insights Lead

SUMMARY

Analytics Lead, Global CRM will increase customer acquisition, retention, and loyalty through brand touchpoints. You will be an agile, hands-on marketer who thrives working in cross-functional teams to bring new ideas to life through analytics and iterative testing. You will have extensive experience in all aspects CRM strategy: segmentation, consumer lifecycle, experimental design. Above all, you will be customer-obsessed and relentlessly fueling consumer-led strategies across the organization.

RESPONSIBILITIES
* Conduct analysis on the consumer base with the objective of better understand the path to purchase and retention.
* Design integrated marketing CRM strategies for driving new & repeat purchase, maximizing new customer journeys, and reactivating lapsed customers.
* Establishing Global KPIs for CRM metrics and partnering with regional and global analytics teams to publish the dashboards.
* Support development of global preference center to ensure capture of key consumer data to drive CRM strategies
* Conduct ongoing competitive research including monitoring industry best practices and identifying new test opportunities
* Gain deep customer insights to inform segmentation; partner closely with Consumer Insights to consistently measure and test
* Optimize against target segments and messaging strategies.
* Partner with Global Data Management Team and Regional CRM Analytics teams to help build customer lifetime value models, conduct segmentation/cohort analysis, and build propensity models, attrition, and retention models.
* Identify, document, and prioritize data needs for analytics and marketing activation, and partner with Enterprise data and technology to make it available in all appropriate systems.
* Develop marketing strategies from segmentation and models to drive engagement.

COMPETENCIES AND QUALIFICATIONS
* Technical knowledge of marketing ecommerce technologies (e.g., Salesforce, leading email platforms, Customer Data Platforms, predictive modeling applications, CRM and marketing automation platforms)
* Experience in integrated marketing communications (including but not limited to email, SMS, in app messaging, push messaging, direct mail, loyalty programs)
* Familiarity with RFM segmentation, customer lifetime value analysis, digital marketing measurement, return on investment analysis
* Ability to translate data from a variety of sources, seamlessly collaborating with data science and engineering partners, as well as qualitative research partners, to develop a comprehensive understanding of the consumer and measurable insights and strategies
* Experience preferred with data query, visualization tools, and computational notebooks

Salt is acting as an Employment Agency in relation to this vacancy.