Director, Consumer CRM

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ABOUT THE ROLE AND OUR TEAM :

The Knot Worldwide is looking for an experienced CRM leader to build a world-class CRM program for The Knot Worldwide. This Director should have a proven track record of building CRM programs from infancy to maturity.

This leader will know how to create meaningful connections, delight consumers, and grow customer lifetime value. This leader will own the B2C email and mobile communications program for multiple US wedding brands (The Knot and WeddingWire).

Using data to guide decisions, this leader will set the optimization roadmap, evangelize customer journey needs, and lead a team of CRM Managers to continuously improve performance.

The right candidate will know enough to be hands-on in the marketing platform (Salesforce Marketing Cloud, modify email HTML), but will spend most of their time setting strategy, forecasting business impact, and influencing leadership direction on lifecycle programs.

RESPONSIBILITIES :

• Develop the CRM lifecycle strategy and roadmap for North America across three consumer-facing brands ( The Knot, Wedding Wire, WeddingWire Canada) and in support of our partners and media advertisers to provide mutually beneficial CRM and lifecycle programs.
• Build a best-in-class personalization experience for our products and services : Enhance and delight the customer experience by building resonance through segmentation, well-timed notifications, dynamic content, and ongoing personalization innovation.

Review and evaluate user experiences from the messages they receive to the landing pages they visit. Build business cases in partnership with Product Marketing for behavioral signals needed within the product experience to build customer and business value.

• Engage couples and increase value : Expand and grow our CRM database to maximum volume and increase conversion against high-value actions maximizing customer lifetime value across email, sms, push and app notifications.
• Audience Segmentation & Data Automation : Confirm the quality of the audience pools, and our customer behavioral data through data analysis and validation.

Identify triggers from audience activity, determine where data is housed, how it is transferred between systems, and its availability to ensure execution success.

Enable your team to design customer journeys with different paths based on segments and customer touchpoints.

Forecasting : Accountable to CRM department budget / cost forecasts & customer KPI targets, partnering with the finance team on P&L line management.

Consistently monitor CRM revenue performance, identifying opportunities to maximize ROI and provide channel performance reporting monthly.

Data Quality and Martech Platforms : Deeply understand our CDP inputs, outputs, and SFMC to ensure data quality and robust platform productivity.

Ensure compliance with data privacy regulations and laws in all CRM activities.

• Build Optimization and Testing Roadmaps : In partnership with Data Analytics teams, drive the roadmap for CRM Marketing optimizations, test frameworks, and projects demonstrating an understanding of database, data flows, email best practices and business rules.
• Evangelize & Advocate for Customer Journey Needs and CRM programs : Serve as the key steward of CRM strategy, lifecycle customer data, and customer journey insights with key stakeholders across the organization.

Distill complex, technical programs into relatable terms to gain buy-in and support from cross-functional stakeholders and enable ease of advocacy with senior leaders.

Build a best-in-class CRM Team and talent leader : Recruit, mentor, and develop team members to enhance their skillsets, mindsets, and CRM competencies.

Be a highly regarded collaborator and partner, modeling the teamwork mindset department-wide.

SUCESSFUL DIRECTOR, CRM CANDIDATES HAVE :

• 12+ years of hands-on experience executing high-volume B2C multi-channel CRM programs
• Well-versed in all aspects of business intelligence, marketing analytics and ecommerce analytics and deep experience with applying analytics to digital commerce or digital marketing.
• Strong experience leading and growing teams, ability to cultivate a fun and fulfilling team culture of collaboration and excellence
• Excellent people skills relationship building at all levels, strong communication, collaboration, patience and tact
• Experience using Salesforce Marketing Cloud (preferred) or an enterprise-level marketing automation platform
• Expertise in email best practices, deliverability and CAN-SPAM regulations
• Solid knowledge of HTML / CSS coding for email and responsive design best practices
• Understanding of relational databases and A / B testing methodologies
• Must exhibit leadership-level verbal, interpersonal, and written communication skills
• Excellent team player with strong collaborative skills with the ability to work cross-functionally
• Ability to anticipate needs, innovate, and flourish in a fast-paced, tech environment

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