Customer Lifetime Value Manager

ABOUT KEURIG DR. PEPPER & KEURIG.COM

Join us at the #1 coffee site in the Food category! We have ambitious plans to transform our direct-to-consumer experiences, form long-lasting relationships with our consumers, and differentiate and build our subscription business—all of which are critical to driving growth for the Keurig® brand.

Keurig.com is looking for an innovative strategist to grow our new loyalty program “Keurig® Perks” into the #1 loyalty program for Keurig enthusiasts.

SUMMARY

As a Customer Lifetime Value (CLV) Manager, your main responsibility will be to analyze consumer data, behaviors, and purchasing patterns to determine the long-term value of the Keurig.com consumer base. You will lead efforts to maximize consumer retention, loyalty, and profitability by developing strategies that focus on increasing CLV & grow the Keurig Perks loyalty program. Through data-driven insights, you will lead and collaborate with cross-functional departments to ensure the successful execution of loyalty initiatives and strategies.

This role will report into the Director of Merchandising for Keurig.com

RESPONSIBILITIES

• Consumer Data Analysis: Utilize consumer data from various sources, such as sales records, consumer interactions, and marketing campaigns, to assess consumer behavior and purchasing habits.
• Consumer Segmentation & Lifecycle: Segment consumers based on their CLV, identifying high-value, medium-value, and low-value segments. Tailor strategies for each segment to maximize their lifetime value.
• CLV Modeling: Develop and implement consumer lifetime value models to predict future consumer behaviors, allowing for better decision-making on and marketing & subscription strategies.
• Retention and Loyalty Strategies: Collaborate with marketing and customer service teams to create retention and loyalty initiatives that focus on increasing consumer satisfaction and encouraging repeat purchases.
• Develop Loyalty Programs: Design, implement, and oversee Keurig Perk’s loyalty programs that align with the company’s goals and objectives. Inclusive of points-based systems, exclusive rewards, tiered memberships, and personalized offers.
• Personalization and Upselling: Collaborate with CRM team to infuse CLV insights into personalized marketing messages, promotions, and product recommendations, aiming to upsell and cross-sell to existing consumers.
• Churn Analysis and Prevention: Identify potential subscription churn indicators and work proactively to reduce consumer attrition through targeted retention efforts.
• Consumer Feedback Analysis: Analyze consumer feedback, surveys, and reviews to gain insights into consumer satisfaction and areas for improvement.
• Collaborative Approach: Partner with data analysts, marketing teams, and product managers to implement CLV strategies and measure their effectiveness.
• Reporting and Performance Tracking: Prepare regular reports on CLV metrics, campaign performance, and consumer behavior trends. Present findings to management and stakeholders, offering recommendations for improvement.
• Industry Research: Stay informed about industry trends, best practices, and emerging technologies related to consumer lifetime value management.
• Team Leadership: Lead and motivate the cross-functional loyalty team, setting clear objectives and providing guidance to achieve program goals. Foster a collaborative and innovative work environment.
• Compliance and Legal Considerations: Ensure that loyalty programs comply with relevant regulations and industry standards, addressing any legal or ethical concerns.

Qualifications:

• Bachelor’s degree in Marketing, Economics, Accounting, Finance, Business Analytics, Statistics, or a related field. Advanced degrees or certifications in relevant disciplines are a plus.
• 5 years of experience in Finance, Strategy, Marketing, OR 2 years if in a leading consulting firm
• 2 years of experience applying “technical” skills in corporate strategy and business development, specifically with regards to financial modelling and analysis, strategic problem solving, and business plan development
• Proven experience in consumer analytics, consumer relationship management, or marketing analysis.
• Strong proficiency in data analysis and statistical methods. Proficiency in tools like Excel, SQL, and data visualization software.
• Familiarity with consumer segmentation techniques and consumer lifetime value modeling.
• Excellent communication and presentation skills to convey complex data insights to non-technical stakeholders.
• Strategic thinking and problem-solving abilities to develop effective CLV strategies.
• Ability to work collaboratively in a team environment and lead cross-functional initiatives.
• Knowledge of consumer behavior, consumer trends, and consumer experience best practices.
• Ability to influence executive leaders through data, communicate in an effective and compelling manner
• Highly detail oriented and organized, roll up the sleeves attitude and maturity a must

Keurig Dr Pepper (KDP) is a leading coffee and beverage company in North America with dual headquarters in Burlington, MA and Plano, TX, with annual revenue in excess of $11 billion. KDP holds leadership positions in soft drinks, specialty coffee and tea, water, juice and juice drinks and mixers, and markets the #1 single serve coffee brewing system in the U.S. The Company maintains an unrivaled distribution system that enables its portfolio of more than 125 owned, licensed and partner brands to be available nearly everywhere people shop and consume beverages. With a wide range of hot and cold beverages that meet virtually any consumer need, KDP key brands include Keurig®, Dr Pepper®, Green Mountain Coffee Roasters®, Canada Dry®, Snapple®, Bai®, Mott’s® and The Original Donut Shop®. The Company employs more than 25,000 employees and operates more than 120 offices, manufacturing plants, warehouses and distribution centers across North America.

Benefits built for you: Our people are the heart of our business, which is why we offer robust benefits to support your health and wellness as well as your personal and financial well-being. We also provide employee programs designed to enhance your professional growth and development while ensuring you feel valued, inspired and appreciated at work.

Keurig Dr Pepper Inc. is an equal opportunity employer and affirmatively seeks diversity in its workforce. Keurig Dr Pepper Inc. recruits qualified applicants and advances in employment its employees without regard to race, color, religion, gender, sex, sexual orientation, gender identity, gender expression, age, disability, genetic information, ethnic or national origin, marital status, veteran status, or any other status protected by law.

Keurig Dr Pepper Inc.