CRM Strategy and Analytics Manager

CRM Strategy and Analytics Manager will lead in-depth data analysis to understand customer behavior and make business recommendations to enhance and improve effectiveness of CRM and Marketing programs to achieve business objectives.

Job Responsibilities include:

Strategy & Analytics:

Manage all aspects of CRM campaigns: setup, measurement & analysis. Oversee the Reporting and Analytics team at the CRM AOR and provide observations, insight and recommendations to stakeholders based on the following responsibilities:

Lead Strategic Deep Dives to support Brand and Corporate Objectives

Audience Profile & Demographic Analysis

Market Trends and Opportunity Analysis

Cross-Platform Marketing Strategies (CRM, Media, Tier II & III Integration)

Leverage S&P Global POLK LAT tools to support campaign strategies

Establish benchmarks and yearly objectives for CRM campaigns, based on historical data and campaign inputs

Oversee Audience Strategy, Control Groups and A/B Test Plans for Campaign Audiences & Creative Evaluation of Campaign Performance based on Email, Website; Sales Match (Buy Rate/Lift; Control versus Treated) Metrics

Oversee and present Quarterly, Campaign Specific and ad hoc CRM Performance Reporting to Brand / Sales Stakeholders

Responsible for Incentive Budget tracking and Incentive requests

Oversee and manage website private offer programs, including web metrics, audience management, and associated incentive costs.

Oversee suite of CRM dashboard development and maintenance (with AOR)

Customer Data Platform (CDP):

Drive the adoption and use of CDP use cases across Digital and Marketing strategies

Review, enhance and optimize audience segmentation leveraging 1st Party Data

Partner with Marketing counterparts to drive a holistic owner marketing data strategy across owner data points (demographics, garage mates, competitive shopping, etc.)

Vendor Management:

Manage and maintain sales match vendors (Urban Science, S&P, etc.)

Along with AOR manage and review performance of prospect vendors

Continually investigate test opportunities of new vendors for prospecting

Tools Used:

PowerBI dashboards

S&P Global LAT tools (Loyalty, Inflow/Outflow, Registrations, etc.)

Adobe Analytics