Manager, CRM Marketing

POSITION PURPOSE AND SUMMARY

The CRM Marketing Manager serves as the organizational lead of ESA's enterprise CRM database, as well as manages ESA's Email, SMS, and Push Marketing channels. This position will report directly to the Senior Director of Marketing and will work closely with leaders in the Marketing and eCommerce department and across the company.

This position will guide systems integrations, maintain daily operations, conduct deep data analyses, and recommend omni-channel customer journey campaigns to improve guest acquisition and retention. The position will work to acquire, nurture, and retain email and SMS subscribers. The CRM Marketing Manager is viewed as a critical role in the organization that will enable ESA to maximize the returns of our CRM program investments by achieving better guest insights, improved guest experience, increased loyalty and revenue, as well as more personalized, productive, and profitable marketing.

MAJOR / KEY JOB DUTIES

CRM Platform

• Partner with the Senior Director of Marketing in the development of the customer journey contact strategy across multiple channels, including web, display, email, SMS, push, social, etc.
• Serve as the organization's primary point of contact for our CRM vendor
• Guide the integration of systems with the CRM database, ensuring optimal data structure and accurate mapping
• Maintain and monitor CRM data flow across systems to ensure timeliness and accuracy
• Partner with our CRM vendor to develop and refine consumer scoring algorithms regarding purchase propensity, price elasticity, and LTV
• Perform regular and ad hoc data analyses on our database to inform the company on our consumer and to aid in strategy development across departments
• Identify consumer purchase trends and provide segmentation recommendations to improve conversion and profitability
• Develop and maintain a robust reporting dashboard
• Regularly present to leadership on current state, analytical findings, and future roadmap of the CRM platform
• Enable constant testing and optimization across channels via production of data analyses and segmented audiences
• Regularly collaborate with departments that use and/or interface with CRM, including Marketing, Sales, IT, Operations, and Revenue Management

• Work closely with various stakeholders to maintain the integrity of the database and to develop product roadmaps and enhancements

• Identify opportunities to improve systems and processes to support the CRM platform
• Partner with various functional teams to develop and implement strategies to increase capture rate of accurate guest data across all channels
• Work with digital marketing agencies and partners to leverage CRM data for more targeted and productive marketing
• Lead the CRM vendor RFP process, including providing vendor recommendations, developing RFP content, and managing project timeline and logistics.

eMail Marketing, SMS, and Mobile Push Messaging

• Drive revenue through the eMail, SMS, and Push channels; grow subscriber database
• Act as business owner for all business-to-consumer (B2C) and business-to-business (B2B) communications
• Lead the development of the campaign, promotional, and testing calendars
• Direct the content, messaging hierarchy, and creative development for all sends, both promotional and transactional in nature
• Oversee all aspects of the Email Service Provider (also used to deploy SMS and Push) to include integrations, maintenance, optimization, upgrades, data cleansing and account management
• Develop segmented communication strategies to maximize adoption, retention, frequency, and loyalty
• Influence KPIs via constant testing and optimization
• Manage external eCRM/SMS/Push agency

OTHER DUTIES

• All other duties as assigned

KNOWLEDGE, SKILLS, ABILITIES & COMPETENCIES

• Experience in CRM database administration
• Experience in Email Marketing channel management
• Preferred experience in managing and developing loyalty programs
• Ability to manage a diverse range of projects simultaneously
• Excellent written and verbal communication skills
• Robust analytical skills, generating insights and related business intelligence/analytics tools capabilities
• Keen attention to detail
• Strong business acumen
• Strong collaborator and great at building strong working relationships
• Able to work independently and solve problems with minimum supervision

ENVIRONMENTAL JOB REQUIREMENTS

• Located in a comfortable indoor area. Any unpleasant conditions would be infrequent and not objectionable.
• Less than 10% travel

QUALIFICATIONS

• Minimum 5 years of related experience
• Bachelor's degree from an accredited 4-year university
• Direct knowledge/experience of the travel/hospitality reservations environment is preferred