CRM Strategist

Company: PetCo
Location: San Diego
Posted on: May 5, 2021

Job Description:

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. Responsibilities

• Develop individual lifecycle strategies to support Petco's customer contact management strategy and overall business objectives.
• Works directly with the Head of Customer Relationship to ensure that the program is prioritized, on strategy, on time and within budget.
• 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, etc.
• 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 detection processes.
• 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 partners.
• 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 measurement
  • 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 execution
  • Experience leveraging data to inform business decisions.
  • Ability to work effectively across functions through influence and collaboration.
  • 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 opportunities.
  • 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 toward goals.
  • 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. Competencies
    • 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 information.
    • 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 immediate attention.
    • 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