Location: San Diego
Posted on: May 5, 2021
Come work at a place where innovation and teamwork come together
to support the most exciting missions in the world! Petco is
looking for a person passionate about driving member retention and
engagement through lifecycle marketing and customer-centric
strategies. This role encompasses management of specific lifecycle
stages from program strategy to execution, including budgeting,
strategy, partnering/resourcing, optimization/analysis, creative
development, tools development and execution. Strategy examples
include customer lifecycle campaigns (eg, Lapsed Member, New
Member, etc) based on exhibited customer behaviors; pet lifecycle
campaigns based on the pet and pet parent's relationship; and
product and service lifecycle campaigns. Lifecycle strategies will
involve every customer touchpoint as needed, including email,
direct mail, SMS, push notifications, paid, online, in app, and in
store. This role will be responsible for partnering with analytics
and insights to inform the strategy, and for bringing leaders of
each customer touchpoint together to develop the go-to-market
approach. This role is responsible for partnering with Engagement
Platforms, IT and analytics on the technical requirements needed to
power these strategies, and to receive measurement and reporting on
each program's performance. These programs drive multi-channel
traffic and sales throughout the year and maintain the connection
between Petco and pet parents. These initiatives align with our
strategic marketing growth areas in order to acquire new customers
and Petco members, increase member engagement, deliver the Petco
brand promise, and drive sales and traffic. Models and acts in
accordance with Petco's guiding values and mission.
- Develop individual lifecycle strategies to support Petco's
customer contact management strategy and overall business
- Works directly with the Head of Customer Relationship to ensure
that the program is prioritized, on strategy, on time and within
- Act as the lifecycle marketing advisor to the team, business
partners, vendors, IT/Digital Retail partners. Develop and ensure
multi-channel integrated campaigns.
- Accountable for revenue attributable to assigned campaigns
- Partner with analytics and measurement team to design,
forecast, test, implement, report, measure, evolve and implement
lifecycle marketing programs.
- Optimize select lifecycle programs to maximize business goals.
This could include sales growth, ROI by market, brand awareness,
- Define and manage end to end lifecycle campaign execution
process. Process definition includes clear descriptions of inputs,
hand-offs between teams, outputs, and timelines. Process execution
management involves day-to-day actions that feed the delivery of
key success metrics (example: Is marketing creative for digital
advertising being delivered on-time?).
- Foster relationships and oversee deliverables with internal
stakeholders, and internal staff.
- Create and manage select lifecycle marketing program budgets.
Manage allocation of budget to marketing media, tools, consulting,
and other areas. Manage invoicing, billing, accruals and fraud
- Manages expense budget of $1+ mil, including monthly working
plan updates and year-end performance
- Champion new and emerging targeted marketing channels.
- Conduct ongoing search for new and favorable customer
engagement opportunities, including proficiency in new media
platforms, and negotiation of contracts with current and new
- Research trends, opportunities, threats, competitors, and other
factors that affect the select marketing program.
- Maintain expertise in the loyalty and lifecycle marketing,
including evaluating building and maintaining relationships in the
local/national industry. Minimum Requirements
- Bachelors' Degree required.
- 5+ years of related experience in customer, loyalty or
marketing strategy, lifecycle marketing, or business strategy
within a fast-paced multi-channel organization.
- 3+ years of experience developing and managing lifecycle
marketing programming, from design through implementation and
- Experience in developing marketing plans and strategies in
collaboration with cross-divisional partner teams.
- Strong analytical capabilities and bias for action.
- Experience working with content and creative teams including
design and copywriting functions.
- Demonstrated in-depth understanding of marketing and
cross-divisional processes and relationship needs.
- Campaign budget tracking
- Experience creating new offerings and ensuring successful
- Experience leveraging data to inform business decisions.
- Ability to work effectively across functions through influence
- Blend of art and science needed to design engaging and
financially fiscal offers and promotions
- Passion for learning and continuous improvement.
- Uses business knowledge, innovative thinking, and sound
judgment in the solution of problems or the pursuit of business
- Consolidates information from various sources including
feedback from others to reach sound decisions.
- Considers the ultimate impact of decisions and actions on
internal and external customers.
- Strength in project management - works smart by setting
effective work goals, establishing priorities, and planning well in
order to produce quality work.
- Executes effectively by using resources efficiently, meeting
deadlines, and keeping others informed of work plans and progress
- Clearly conveys and accurately receives information by a
variety of methods and in various situations.
- Challenges the status quo, champions change and influences
others to change. Essential Job Functions The incumbent must be
able to perform all the following duties and responsibilities with
or without a reasonable accommodation. Identify, evaluate and
prioritize potential customer lifecycle stage and business KPI
focus. Set goals, develop strategies to achieve them and measure
impact. Identify strengths and opportunities in customer base,
leveraging targeted marketing programs and planning customer offers
and incentive programs to deliver ROI-positive results Act as
subject matter expert on membership lifecycle marketing and CRM for
the enterprise, partnering cross-divisionally to ensure consistent
program operations and implementation. Partner with Customer
Engagement Platforms, IT and analytics to fully understand existing
capabilities and provide guidance and prioritization on new
functionality needed, for internal systems and 3rd party tools
Align all customer touch points with targeted creative
communications developed and produced to support the membership
program and meet the specific campaign objectives. Work with the
creative team to ensure each element is in line with the customer
type and PETCO's branding and value statements. Enhance knowledge
customer behavior and changes by partnering with Analytics to
develop deeper understanding of behavior, key drivers and
motivators. Lead new campaign development in order to enhance
programming and add to our offer toolkit for deeper customer
engagement. Partner with Brand Marketing, Insights, Analytics,
Member Programs teams to analyze business and marketing data to
identify key drivers, mechanics and associated dependencies for
driving customer acquisition, engagement retention. Effectively
translate analytics into clear insights and actionable
recommendations Drive continued innovation in evolving lifecycle
marketing most effective at engaging the consumer audience at scale
Forecast results from various tactics and advocate for resource
prioritization Articulate lifecycle marketing strategy and
communicate results to key stakeholders; executive presentations on
the program approaches and results will be required. Maintain,
analyze, produce and communicate to management, third parties, and
partners the progress, opportunities and results of all lifecycle
programs. Prepare annual budgets for programs assigned and manage
expenses in accordance with established budget, while maximizing
profitability. Other Duties and Responsibilities Accomplish
business objectives and initiatives through delegation to
subordinates. Respect all codes and policies related to customer
privacy and DMA ethics. Fully participate in team-oriented customer
management model. Perform other duties as assigned or required.
Nature of Supervision Direction is given on department objectives,
and work is reviewed at key milestones. Results of departmental
analyses are used in marketing and advertising decisions and
product distribution; therefore, they have the potential to
significantly affect company's sales and profits negatively if data
reporting is not accurate. Supervisory Responsibility None.
Education and Experience Four-year college degree in Marketing
and/or Business Administration required. Five years progressively
responsible related work experience in loyalty, lifecycle and CRM
strategy using analytics and data-driven insights with customer
profiles/segmentation, customer database mining, predictive
modeling and sales analysis. Must possess proven well-developed
ability to assess trends, competitor actions and technological
advances in CRM and services. Strong experience with customer
experience design, customer insights, customer journeys, the role
each customer touchpoint can play in developing loyalty, and
strategy development in addition to the overall communication plan
is required. Related experience in a retail organization is
preferred. Advanced background in lifecycle and CRM programs
required. Excellent analytical skills are required as well as
verbal presentation and written communication skills. Excellent
skills in Microsoft Office Suite. An equivalent combination of
education and related experience can substitute for a degree.
- Analyze Problems and Issues - Gathers and analyzes the most
critical information needed to understand problems. Makes decisions
that consider broad company and customer implications. Analyzes
critical issues, trends, and root causes, and identifies the
solutions that best address them. Probes and looks past symptoms to
determine the underlying causes of problems and issues.
- Ensure Effective Communication - Listens carefully and
attentively to others' opinions and ideas. Communicates information
clearly, concisely, and professionally. Tailors communication style
and content to the audience. Proactively shares timely updates and
information with relevant parties.
- Establish Trust - Follows through on commitments.
- Is honest and direct in dealing with people. Promotes a culture
of respect for, commitment to, and compliance with Company values,
beliefs, and standards. Ensures the protection of confidential
- Make Informed Judgments - Makes sound business decisions based
on insight and analysis. Chooses the best alternative based on
consideration of pros, cons, tradeoffs, timing, and available
resources. Makes decisions that contribute to company performance.
Makes timely decisions regarding problems/issues requiring
- Meet Customer Needs - Identifies customer trends, expectations,
and needs. Ensures that feedback from customers is leveraged to
identify improvement opportunities. Ensures follow-up with
customers to confirm problems are solved. Continually searches for
ways to improve customer service (including the removal of barriers
and providing solutions).
- Plan and Manage Execution - Develops realistic plans (e.g.,
action steps, timelines) to accomplish objectives. Prioritizes and
balances time, actions, resources, and initiatives to ensure
achievement of critical goals. Holds him/herself and team
accountable for outcomes (e.g., achieving goals and complying with
policies and procedures). Anticipates and removes obstacles,
redirecting efforts to accelerate the work or improve quality. Work
Environment Most tasks are performed while seated indoors at a
personal computer. Limited travel to vendors, seminars and/or
conferences may be required periodically throughout the year.
Contacts Interaction with numerous internal departments including
but not limited to IT, Analytics/Insights, Merchandising, Field
Leaders, Creative, Marketing and E-Commerce are a nearly daily
occurrence and may range from the routine exchange of information
to the analyses, evaluation and resolution of complex issues.
Externally, the position will deal with advertising vendors and
product/service vendors usually exchanging information, providing
instruction, or resolving somewhat complex problems. Petco Animal
Supplies, Inc. is an Equal Opportunity Employer. All qualified
applicants will receive consideration for employment without regard
to race, color, religion, sex, sexual orientation, gender identity,
national origin, disability, age, protected veteran status, or any
other protected classification.
Keywords: PetCo, San Diego , CRM Strategist, Other , San Diego, California
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