Director of Loyalty, Lifecycle, and Marketing Analytics

Job Description

The Director of Loyalty, Lifecycle, and Marketing Analytics is a data-driven strategic thinker, innovator, marketer, and technologist with a passion for building best in class loyalty and CRM programs. He / she directs personalized and relevant customer engagements to drive share growth and champions continual enhancements and optimizations of our loyalty and CRM initiatives. He / she is the business owner of the customer database and leverages it to deliver advanced customer analytics and best-in-class database marketing. He / She establishes high performance standards that result in industry-leading customer relationship marketing programs and develops a continual data-driven "test and learn" culture.

CRM

Create data driven, dynamic, relevant, and cohesive customer experiences and messaging across channels

Actively supervise the development and execution of all CRM programs across all channels, including owned and paid media

Develop clear strategies and implement tactics to meet all engagement, retention, and re-activation KPIs

Provide ongoing innovative solutions for CRM business process improvement, issues, and needs

Develop and run specific programs to drive higher visits among different segments of loyalty such as high value, BOSS, VIP, Lapsed, etc. These programs will be run across all customer touchpoints leveraging models and specific data inputs.

Help transition all channel development to more personalized communications strategies and tactics

Develop an A / B testing infrastructure

Loyalty

Own the Insider Perks loyalty program and substantially grow program membership

Develop marketing programs and participation opportunities for members for all Insider Perks members, especially across high value segments

Determine goaling by region and engage and motivate the field to hit sign up goals

Lead the evolution of our loyalty program, refresh and enhance the value prop of Insider Perks and its tiers (VIP, Pro, etc.) to ensure customers are getting value out of the program and that it seamlessly integrates with cross channel communication strategies

Partner with treasury and credit card partner to develop and execute strong credit card marketing programs for the purposes of both acquisition and increased usage

Customer Data and Customer Analytics

Directs the strategy of At Home's growing Customer Data Warehouse and directs the Customer Data Architecture strategy, development, and ongoing enhancements with both internal IT as well as external resources

Audit, develop, establish, and maintain appropriate controls and processes to ensure proper levels of customer data hygiene and PII compliance

Unify data, ensure customer data availability and integrity, and activate data to automate and enhance reporting, analysis, personalization, and decision-making

Continuously review and recommend opportunities to enhance the quality and accuracy of the customer database

Lead the development of database marketing analytics, such as statistical modeling, decile analysis, customer profiling, RFM modeling, predictive modeling, and other analytical techniques to improve customer insights, retention, and loyalty

Develop and optimize At Home's customer segmentation strategy and leverages segmentation tactics including tracking and analyzing customer segments, customer migration, and key KPIs per segment

Identify customer lifecycles, calculate LTV and develop key customer segments high value, churn, migration, lapsed, etc.

Enable dashboarding and visualization of customer data

Continually evolve our customer data strategy for our future state needs

Stay abreast of Customer Data Privacy laws and work closely with legal to ensure we are in compliance of all regulations

CRM, Loyalty, and Analytics MarTech Roadmap

Serve as business owner for internal and external technology projects necessary in growing CRM

Develop and implement a technology roadmap suited to support the needs of the business regarding data hygiene, campaign management, database analytics, business intelligence, and other appropriate applications

Constantly research and scope new opportunities via new capabilities and / or new technologies incremental opportunities

Oversee strategy, business case, budget, selection, and development of new technologies

Qualifications & Competencies :

Bachelor's degree or more

At least 12 years' experience in positions relating to marketing, technology, and / or analytics

At least 8 years' experience in Marketing Management including direct leadership of a team / teams

At least 8 years' experience in with various Marketing technology solutions including CRM, customer databases, etc.

CDP experience a plus

At least 8 years' managing marketing projects with direct leadership of budgets, timelines, and resources.

Excellent analytical, critical thinking, and problem-solving skills

Ability to communicate clearly and concisely with all levels verbally and in writing

Ability to handle competing business demands while ensuring execution and consistent results with high energy and a high sense of urgency.

Technical proficiency and knowledge of CRM database solutions and feeds, loyalty platforms, campaign management tools and platforms (Salesforce preferred), and BI tools / systems

Familiarity with cloud data warehouse technology (Snowflake) a plus

Extensive experience analyzing customer behavioral data with deep segmentation experience