Director of Digital and CRM

Reporting to the Chief Commercial Officer, the Director of Digital and CRM will oversee all digital touchpoints including website maintenance and merchandising, paid digital marketing, social media, email, data analytics and CRM. The right candidate will have significant e-commerce experience including customer journey mapping/UX design and lead generation expertise to grow the customer database and drive conversion for growth in revenue, passenger count and profitability. Key accountabilities including traffic generation to both website and call center through digital channels and establishing website as a strong revenue and guest experience contributor, database management, customer segmentation and strategy and execution of promotional & targeted lifecycle campaigns.

Must be able to utilize data from multiple sources to develop insights and strategies that result in greater customer retention, the acquisition of new customers and assist in the development of key strategic initiatives and projects. The ideal candidate will be a self-motivated individual who can accelerate digital innovation, including an understanding of AI technology, and foster a culture of continuous improvement focused on driving measurable results.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Department Oversight

• Lead a cross functional digital team responsible for a holistic digital marketing strategy including traffic generation to website, all aspects of website UX and functionality, email marketing, social media and CRM.

• Plan and budget for digital marketing channels including but not limited to paid search, display advertising, retargeting, website merchandising, affiliate marketing, mobile advertising, social advertising, SEO and emerging media.

• Establish digital guest experience roadmaps to drive traffic growth, customer engagement, lead generation and conversion across B2B and B2C.
• Drive, nurture and convert qualified traffic and leads through the company’s digital channels.
• Develop targeted campaigns including event-based triggers and lifecycle communications across key moments and customer segments
• Craft personalization strategies to increase customer engagement and leverage customer database.
• Establish and manage the company’s marketing database, including list acquisition, list hygiene, retention, deliverability, and audience segmentation.
• Develop analytics-based product approach to optimize performance and investment across digital acquisition and retention channels with a focus on measurement, testing, and monitoring of results.
• Establish creative requirements to support digital channels and work with content team on content creation and distribution.
• Identify the latest digital technologies and current digital trends affecting the industry
• Own and manage relationship with outside agencies including digital media and website support.
• Work with IT department and outside digital resources to innovate and bring ideas to market quickly.
• Establish collaborative working relationships and communication with commercial colleagues in B2B marketing, sales, contact center, groups and air department, as well as stakeholder teams in operations, product, revenue management, HR and finance.

• Oversight
• Manage a team of digital marketing colleagues via weekly, monthly and annual deliverables – also some designers
• Define team roles and improve departmental processes
• Plan team development with HR and executive leadership in order to prepare staff for new skills and growth. Define and quickly adapt to resourcing needs within department.

Measurement and Governance

• Create and maintain performance marketing dashboard reporting on core business KPIs
• Deliver analysis on performance of channels and drive a data driven approach to all aspects of marketing
• Collaborate with Director of Partner Marketing to conduct comprehensive competitive analysis to inform go-to-market planning and synchronize campaigns. Report on notable market trends, share insights with commercial colleagues, management, and other stakeholders
• Set digital budgets in conjunction with CCO and manage including monthly spend management, forecasts, accruals and ROI measurement. Recommend investments in external agencies and appropriate marketing technology.

EXPERIENCE, EDUCATION AND SKILLS:

• Bachelor’s Degree or equivalent combination of education, training and experience
• 8-10 years progressive digital & e-commerce experience including team leadership
• Travel/hospitality experience a plus
• Exceptional data analytics skills to drive e-commerce strategies and decision-making.
• Drupal, Salesforce Sales Cloud and Marketing Cloud experience desirable
• Experience in UX mapping and design, developing and managing product roadmaps and executing A/B tests.
• Strong communication and interpersonal skills – both written and verbal – to communicate strategies and results throughout the organization.
• Problem-solver and self-starter capable of working in a fast-paced environment
• Innovative business leader who is continuously seeking more effective and efficient technologies and solutions.
• Intellectually curious collaborator; inclusive and open minded to others’ ideas.

Robert Half