POSITION SUMMARY:
The Manager of Global CRM and Analytics will support the brand CRM and Consumer Insights function to embed consumer-centric thinking and insights to action across the brand and establish rigor in insights & data analytics.
He/she will develop and lead CRM reporting and analytics to identify market, consumer, channel and product pathway opportunities. The Manager of Global CRM and Analytics will be comfortable using and analyzing various business intelligence sources (syndicated data, market level data, CRM/client data, custom consumer research, social/digital analytics, retailer customer data, and consumer trends) to help influence decisions and action planning for both global and regional strategies that drive retail sales and growth. Primary source of data will be CRM/client data and sales information. He/she will also own the brand consumer count modelling to help inform our innovation and brand strategy and grow the brand business through customer acquisition and retention.
This role will work closely with cross-functional partners in Online, NA and China and Corporate CRM teams to optimize CRM strategy and high traffic moments; decrease 1x buyer rates, drive retention amongst key consumer targets and drive repeat of hero products.
This role is temporary starting ASAP lasting for approximately 6 months.
RESPONSIBILITIES:
- Develop CRM/client data standardized reporting and analysis with recommendations and present to team on a quarterly basis
- Perform in-depth consumer analytics to inform brand strategy and develop action steps that support key business objectives
- Analysis to support key affiliates (NA, China) in executing global CRM strategies (based on customer lifecycle, brand pillars, launch activity, hero focus) geared towards lowering 1X Customer Rate, increasing Retention & Spend and optimizing ROI on campaigns
- Partner with Regions, Affiliates, Online to align on strategies and to drive a multi-channel approach, including email strategy, direct mail, segmentation testing and Omni Loyalty Program
- Assist market with analysis/consolidation of CRM campaigns using control techniques and corporate reporting tools to measure success / ROI. Succinctly and clearly summarize and communicate results and learnings to optimise future campaigns
- Create competitive case study reports, sharing CRM best practices and learnings from outside the beauty industry to inspire innovation
- Partner with corporate marketing team to track customer behaviour and lifecycle with the brand; use learnings to develop communication strategies to maximize engagement and loyalty
- Develop insights by drawing information from diverse sources (competitive landscape, consumer journey, category, cultural, past performance, etc.) to connect the dots for fact-based recommendations that drive the business.
- Synthesize various data sources to help to drive business initiatives such as category reviews, new product launch and go to market processes
- Collate information for global consumer playbook on all planned CRM programs and activities using direct mail, email, mobile, in-store clienteling, events, partnerships, etc.
- Own and refine the Origins Consumer Count model, in close partnership with Corporate partners and key affiliates
QUALIFICATIONS
- 5+ years of experience in CRM and Consumer Analytics
- Passion for data-driven marketing and business intelligence across all channels; proven success in utilizing analytics to provide strategic recommendations and drive concrete action
- Passion for understanding what makes people tick in beauty, consumer products / retail
- Experienced in successfully managing agencies and consultant resources with demonstrated understanding of and proven implementation of analytics best practices
- Proven success driving CRM/eCRM and retail marketing strategies and implementing effective direct communication across channels.
- Should be well-grounded in direct marketing metrics, segmentation, data analysis and response measurement
- Entrepreneurial Resourcefulness (able to successfully operate with limited budgets and people resources)
- Analytical and strategic planning (makes quick, fact-based decisions)
- Strong relationship management and interpersonal skills (high EQ)
- Influencing skills (proven ability to persuade others towards an idea or goal)
- Complex problem-solving (create options, then converge)
- Innovative and creative thinking (always challenging status quo)
- Comfortable presenting to all levels of management and working within a matrix organization
Desirable: Experience with global brands including a growing China and Tmall business.
TECHNICAL SKILLS
Essential:
- Advanced skills in PowerPoint, Excel (Pivot Tables, VLookup, etc.)
- Passion for reading numbers, visual representation of data and story telling for actionable outcomes
Desirable:
- 5+ years of programming experience in SAS
- Proficient in SQL
- Experienced performing analytics, segmentation, and data mining using SQL, SAS or similar package
· Experience in Tableau
- Hands-on Experience in Campaign Management tools such as Adobe or SAS Campaign Management
- Experienced in CRM technology management, with an understanding of marketing and operational databases, segmentation and statistical modeling
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