The Director, Lifecycle Marketing and Customer Insights contributes to the success of the YMCA of Greater Seattle’s mission in three critical ways:
- By leading development, execution and ongoing optimization of a strategy to increase member retention, loyalty, revenue, donations and volunteerism.
- By identifying and executing strategic, data-driven audience insights that increase engagement, deepen impact, and improve operational effectiveness across constituents and employees
- By serving as subject matter expertise for database marketing; CRM, email and marketing automation via Salesforce Marketing Cloud and other automation solutions.
Areas of Responsibility:
The Director, Lifecycle Marketing and Insights is responsible for 1:1 campaign planning and development (email, text, etc.) as part of integrated marketing campaigns for branches, programs, and philanthropy as well as delivering audience segmentation insights from research and campaign testing. The role is also responsible for end-to-end delivery of association-wide research initiatives designed to produce actionable insights.
- Develop personas and segmentation strategies to help inform marketing and program strategies
- Execute and evolve the lifecycle marketing strategy including current/planned automation, batch and blast, transactional and crises communications. This includes understanding data structure, user flow & triggers, email content and campaign execution
- Execute and evolve ongoing member retention strategies designed to reduce 30, 60 and 90-day churn.
- Provide regular insights and analysis of automated, targeted and personalized marketing campaigns and identify opportunities for improvement
- Analyze and report on campaign results and customer behavior to identify actionable opportunities to increase sales, improve customer retention and improve engagement. Use findings to lead customer segmentation and targeting efforts in partnership with the BI team
- Conduct and track A/B testing for subject lines, frequency, calls to action, and other email and digital content/tactics. Use learnings to continuously improve results
- Serve as subject matter expert for SalesForce - Marketing Cloud – expanding to Community Cloud, Service Cloud etc.
- Consult with cross-functional teams to help craft integrated campaigns to drive revenue, retention and philanthropy.
- Manage external vendors supporting email and/or automation initiatives and insight IE Key Survey
- Synthesize data and provide analysis, smart storytelling, insightful observations, reporting, support and training to ensure the organization maximizes the value of the information. Work with stakeholders to understand, interpret, and translate insights into effective marketing and product strategies
- Mentor others in the association and advocate new research approaches that increase the organization’s capabilities to collect and understand information.
- Manage external vendors along with internally driven research while driving innovation in research and lifecycle marketing methodology
- Correlate insight results with behavioral metrics. Recommend membership and program improvements based on a holistic view of insights coming from user analyses and behavioral metrics/ insights
Educational Background:
BA or BS. Preferable: MBA or M.S. preferably in Marketing, Market Research, Statistics, Digital product management
Skills/Experience:
- 5+ years of related leadership in database marketing, retention/loyalty marketing or subscription marketing. Proficiency in Google Analytics, Salesforce Marketing Cloud (Exact Target), Salesforce, email marketing and marketing automation via other tools outside of SFMC.
- Highly analytical and data fluent – strong ability to derive meaning from data – including customer insights, quantitative analyses, including A/B testing and email optimization
- Excellent oral and written communication skills and an ability to influence others
- Able to develop a strategy as well as hands-on execution
- Ability to troubleshoot technical issues related to Marketing Cloud, HTML templates, list segmentation and other aspects of email execution, as required.
- Exceptional project management and organizational skills.
- Exceptional knowledge of email best practices including targeted lists, subject lines, messaging; deliverability and CAN-SPAM/anti-spam legislation.
- Strong business acumen, collaborative skills, and experience communicating insights in concise, understandable language
- Experience managing external vendors, statisticians, and data scientists
- Proven track record in understanding and presenting data and success metrics to a diverse range of business functions including marketing, membership, operations, financial development, and executives
How to Apply:
Job Function:
Organization Info
Listing Stats
Post Date:
Jun 8 2019
Active Until:
Jul 8 2019
Hiring Organization:
YMCA of the USA
industry:
Nonprofit