POSITION SUMMARY STATEMENT

The Director of Customer Relationship Management (CRM) & Insights uses both quantitative and qualitative data to maximize marketing and client relationship opportunities. This position is responsible for setting the strategic direction of the direct marketing function, including oversight of day-to-day execution of all direct marketing activities. He/she will make recommendations on campaign management selection, targeting of promotional and lifecycle direct marketing campaigns, as well as report out current CRM program metrics. A critical component of the CRM function includes synthesizing data (quantitative and qualitative) to provide insights, recommendations on driving marketing performance, and direction for retail field management and client specialists.

The successful candidate will work cross-functionally both within St. John Knits and with external vendors to execute timely campaign segmentation, selection, test matrices and corresponding analysis with minimal supervision. This role has a strong cross functional presence with the Marketing, Events, eCommerce, and Retail Operations teams. This position reports directly to the SVP of Marketing/Communications and manages a small CRM team.

DUTIES AND RESPONSIBILITIES

CRM STRATEGY/CUSTOMER SEGMENTATION/REPORTING
• Partner with internal marketing teams to define campaign goals, identify target audiences (and exclusions), key testing opportunities, refine campaign logic and advise on control group sample quantities
• Maintenance of audience, channel treatment, creative and performance histories
• Develop customer segmentation strategy and manage customer reporting at a granular and summary level to identify actionable customer insights
• Ensures work flow and processes are to maximum efficiencies for business necessity.
• Oversee the CRM database for both in-store and Corporate usage to ensure all users are extracting information that will maximize ROI for their respective business units
• Reporting of all CRM campaign metrics, including longitudinal reporting of direct marketing engagement metrics
• Support implementation of modeling for campaign selection and customer-level investment decisioning
• Close adherence to SJK contact strategy business rules; including customer contact preferences, campaign priority, and contact frequency

CRM AT RETAIL
• Support retail operations function and front-line clienteling
o Implement processes to continually support the field with specific CRM functions that will drive business on a regular basis
o Partner with HR and Store Ops teams in roll-out of new/enhanced CRM system, and in support for high-end users, and development and communication of CRM best practices.
o Work with Retail planning to develop marketing forecasts for each fiscal period, and project the financial impact to top-line dollars

INSIGHTS DEVELOPMENT
• Manage outsourced and in-house consumer research projects (such as customer surveys) to ensure the brand has a deep understanding of its customers and their opinions
• Apply rigorous and efficient approach to right-sizing analytic efforts in order to maximize speed-to-impact
LEADERSHIP AND COMMUNICATION
• Stay current with best practices, competitive actions and general innovations in the direct marketing space, with an eye to cultivate learnings and observations within the St. John organization.
• Manage three employees supporting the CRM program and business analytics process, ensuring they are efficient and effective, while continuing to develop and grow
• Bring leaders together from Merchandising, Marketing, Planning, Store Operations, IT, Finance and other departments to drive consensus in strategy and program execution
• Manage St. John’s email service providers and health of the email database. Make recommendations to grow email list size, improve capture quality, and enhance conversion rates
• Provide a CRM point of view to inform efforts in online marketing programs, website, email outreach and capture
QUALIFICATIONS
• Experience with campaign selection tools such as IBM (Unica) Campaign, Salesforce Marketing Cloud and/or Journey Builder, Adobe, Harmony, Responsys, Business Objects, Cognos
• Previous CRM, email marketing and/or direct marketing experience
• Demonstrates high degree of professionalism in communication, attitude and teamwork with customers, peers and management
• Demonstrates high level of quality work, attendance and appearance
• Adheres to all Company Policies & Procedures and Safety Regulations
• Adheres to local, state and federal laws
• Additional responsibilities assigned by supervisor related to your position/department
• Less than 20% travel may be required as necessary
• Ability to be flexible and willing to work extended hours when necessary
COMPETENCIES:
• Self-motivated/entrepreneurial
• Strategic Problem Solver – highly analytical, metrics-based, results oriented
• Ability to embraces change, adaptable
• A teacher/mentor
• Team player/Collaborator – proficient at working cross-functionally with all levels in the organization
• A leader – A motivated motivator
• Optimistic
• Organized & detail-oriented
• Strong communication and presentation skills


EDUCATION/EXPERIENCE:
• 6 - 8 years’ experience performing campaign analysis, or equivalent experience
• 3+ years’ experience utilizing a campaign selection tool
• Experience as both an individual contributor and manager
• Bachelor’s degree from a four-year college or university
• Experience working with large volume of customer data
• Experience performing complex analytical projects
• High degree of initiative, personal responsibility and ownership
• Expertise in managing multiple and competing demands/projects and delivering against aggressive goals
• Excellent communication skills with technical and non-technical partners

PHYSICAL DEMANDS: In general, the following physical demands are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to allow differently-abled individuals to perform the essential functions of the job.

• Required to lift, move and carry up to 40 pounds
• Ability to read, count and write to accurately complete all documentation and reports
• Must be able to see, hear and speak in order to communicate with employees and other customers
• Specific vision abilities include close vision, distance vision, peripheral vision, depth perception and ability to adjust focus
• Manual dexterity required using hands to finger; handle, feel and type; reach with hands and arms