Loyalty and Direct Marketing Director

The Loyalty and Direct Marketing Director will be responsible for developing and managing the implementation of product marketing strategies for all assigned products and setting the strategic direction for increasing loyalty from customers via integration of a loyalty program, direct communications and customer service enhancements.  The Director reviews changes in the marketplace and industry and adjusts the marketing plan accordingly, will monitor and evaluate the effectiveness of product performance across all marketing channels, develop ongoing strategies to maximize product performance, ensure accurate implementation, and be accountable for the company’s financial performance in all marketing channels. In addition the Director will lead the loyalty program strategy and development, including overseeing financial modeling and reporting, setting goals and monitoring incentive metrics such as breakage and earning cycles, alter program attributes accordingly, manage technical implementation and operations, and drive customer service improvement.

Other responsibilities include:

Direct Marketing Responsibilities:
•    Track and monitor product profitability across marketing channels on an ongoing basis.
•    Develop ongoing offer testing strategies to maximize product profitability across channels.
•    Provide marketing direction to Product Development area for developing and implementing new product test strategies.  Provide data on company performance, customer attributes, and media opportunities in order to evaluate concepts, identify offer and improve hit rate.
•    Identify and communicate product-specific marketing data to all channels (and Customer Service) regarding target audiences, customer profiles, product features/benefits and specific marketing data points (cross-sells, upsells, affinity products) related to product lines.
•    Evaluate the financial viability of new products/offers to ensure profitable marketing campaigns.
•    Approve media test plans, provide RIP targets, analyze TV results and make product launch recommendation, working directly with TV media, and Customer Marketing channels.
•    Oversee the creation of product-specific welcome letters.  Ensure appropriate marketing communications are included with product package.
•    Serve as product expert, with continual knowledge of competitive products, offers, Marketing efforts, strategies, etc.
•    Provide monthly financial reviews and annual Budgets.
•    Drive cross-product corporate initiatives and projects as assigned.
•    Optimizing payment options
•    Fulfillment/Distribution training, monitoring, improvements
•    Integrated reporting

Loyalty Program Responsibilities:
•    Direct the company’s email and direct mail retention programs to increase customer life time value through better targeted customer communications throughout the lifecycle and appropriate incentives to create increase sales.
•    Improve customer satisfaction, customer retention, program operational efficiencies, reporting and customer acquisition growth via direct marketing channels and ongoing audit of customer contact points
•    Develop, spearhead and execute integrated customer communication strategy via email, direct mail, and integration with customer service.
•    Identify new sources of offline customer acquisition and continually assess the current offline customer acquisition programs.  Develop efforts to improve and use the results to optimize future efforts.
•    Budget, forecast and report on customer orders and marketing expenses for marketing channels. Manage loyalty financials, including repeat customer purchase rate, year over year customer retention rate, LTV and communication and reward expense.
•    Act as the champion within the organization to set appropriate CPO targets across all sources of acquisition based on LTV analysis to insure long term health of customer files.
•    Determine strategy and manage execution within the organization by collaborating with Customer Service, Information Technology, Finance, Creative and cross functional marketing counterparts.
•    Manage the planning, scheduling and execution of programs and campaigns on time, on target and on budget through effective planning, logistics and implementation.
•    Report results and present plans to senior management, lead meetings, and deliver oral and written presentations.
•    Develop actionable customer segmentation and effective contact strategies, while overseeing flawless execution of campaigns.  Must be knowledgeable in all aspects of direct marketing, both email and direct mail.
•    Drive a strong test and learn culture balanced with strong prioritization skills to generate key insights
•    Drive the appropriate engagement behaviors in addition to achieving revenue goals from our existing customer base.
•    CRM infrastructure development, driving business requirements with cross-functional team to ensure team has tools to make smart decisions and deploy effective programs.
•    Drive the budget based on results; deliver on time and on budget.
•    Lead and motivate a direct and cross-functional team to deliver against goal and drive gap closure when necessary with the appropriate sense of urgency and focus
•    Manage P&L via optimization of the revenue value of the connected base

Qualifications:
•    Bachelor’s degree in Marketing, Advertising or related field; Masters for top business school preferred
•    10+ years of experience in B2C marketing, with at least 7 directly managing CRM/loyalty programs and large scale direct marketing campaigns
•    Impeccable written and oral presentation skills
•    Strong leadership skills and experience managing staff
•    Strong influencing skills – ability to set the tone for change and inspire others to want the same results
•    Multi-tasker who is extremely organized
•    Strong analytical capability – to include experience with RFM segmentation and LTV
•    Excellent project management skills
•    Sound qualitative and quantitative analytical skills
•    Experience in all aspects of strategic marketing and tactical executions
•    Strong interpersonal skills and demonstrated ability to influence upper-level management
•    Must be self-motivated with an ability to take initiative in a challenging, fast-paced environment with the ability to prioritize many tasks across various teams within the organization
•    Oversee strategic planning activities and implementation of tactical programs
•    Ability to synthesizes complex or diverse information; collect and research data; Use intuition and experience to complement data; Design work flows and procedures.
•    5-7 years direct experience and proven track record in the Hispanic market.