Director, CRM Strategy
Posted on Apr 13, 2021 by Publicis Health
The Director, CRM Strategy provides data-driven marketing program leadership for the client's owned digital experiences. This role is responsible for strategy and program definition as well as stewarding activation across email and push notification channels. In addition, this role is expected to drive orchestration and alignment across addressable paid channels and enterprise .com marketing and E-commerce experiences.
The ideal candidate should have a diverse marketing strategy background with experience developing, roadmapping and activating novel marketing programs with an addressable CRM focus. They must have experience leading annual strategy and planning for CRM as a channel as well as developing specific campaign plans utilizing and enhancing CRM program capabilities. They should be comfortable navigating ambiguity and providing clarity and focus for cross-functional teams. They should be highly detail oriented with an ability synthesize information from multiple business perspectives to identify opportunities and establish priorities.
CRM Program Development: Lead a cross-functional team in the collaborative development and stewardship of program initiatives for a major pre- and post-purchase CRM program
Client Relationships: Develop direct collaborative working relationships with key client stakeholders
Program Growth: Identify and steward growth opportunities through incremental program proposals and proactive strategy recommendations to client stakeholders
Identify Integration & Collaboration Opportunities: Strengthen individual strategies by connecting people and thinking across teams and lines of business when relevant
Creative Briefing and Strategic Stewardship: Develop insightful creative briefs to provide focus and direction to developing creative program assets
Team Leadership: Manage, guide and mentor junior and mid-level strategists
Thought Leadership: Identify and steward adoption of process and practice improvements both internally and among client stakeholders
Client Business Immersion: Develop a deep understanding of the clients' category and unique business dynamics within the category
Consumer Behavior: Develop a deep understanding of consumer behavior from both first-party data sources and analyses as well as third-party research
12-15+ years developing CRM marketing programs and campaigns at an agency, consultancy or within a marketing department
Must have experience developing strategies and activations across at least two (and preferably three) of: owned marketing/ecommerce site, addressable media, CRM
Express complex ideas in conversation, presentation and prose
Synthesize qualitative and quantitative input from multiple sources to generate insights
Develop marketing strategy frameworks and program roadmaps
Conversant in performance analysis, test design, data actionability and their impact on marketing activation across channels
Conversant in business case development
Foster a highly-collaborative working environment to generate participation from diverse perspectives
Ability to navigate a diverse and matrixed organization and team structure
Player/Coach approach to team leadership and strategy development
Lead cross-functional strategy development in a dynamic and fast-paced environment
Write insightful creative briefs and steward the creative process
Originate and edit presentations to create excitement and sell ideas
Comfortable operating in an ambiguous and dynamic environment
Ability & willingness for domestic and international travel up to 20%
Familiarity with the Telco and consumer electronics industries
Initiated, managed and led the formation of deliverables such as: Personas, customer journeys, communication architectures, interactive/connection/touch-point plans, campaign plans, program strategies, personalization strategies, etc.
Insight development from primary and secondary research, plus online communities, ethnography, traditional and web-based focus groups, social media monitoring, digital audits and digital behavioral data, and online/offline media measurement tools.