CRM Specialist at West Marine, Inc. in Fort Lauderdale, FL

West Marine’s most effective ways to engage customers throughout their lifecycle is with mail, email and, soon-to-be utilized, SMS and digital audiences. We are looking for experts with deep experience in driving Customer engagement through highly relevant, personalized email and SMS marketing communications. As the CRM Specialist you will be contribute to strategy development and be responsible for the execution of programs to increase revenue and drive long-term engagement. The position will be accountable for developing and executing including effective lifecycle and promotional programs that leverage customer attributes such personas, activity, loyalty status, geography. A foundation of email and text best practices, a test & learn philosophy and digital analytics will be critical in establishing KPIs, goal setting, applied learnings and ultimately achieving goals.

RESPONSIBILITIES

Cross Functional Engagement

• Collaborate with Marketing Operations to maintenance the email and SMS calendars and align strategies to deliver on promotional and CRM program objectives
• Advise the team on scheduling and optimization of email and SMS campaigns
• Engage eComm test and learn team to develop a robust email testing plan (subject lines, email content, messaging, etc)
• Monitor channel performance and conduct customer analytics, working with development and business intelligence teams to advance our ‘ single view’ of our customer including segmentation, demographics, and shopping behavior in all channels/divisions to identify and inform new engagement strategies and tactics
• Provide expert advice on the Salesforce Marketing Cloud and communicate effectively with internal and external teams
• Coordinate efforts with other West Marine teams, such as IT and eCommerce, as necessary to deliver on business critical projects (e.g. data migration, new Loyalty program)
• Partner with Marketing, Merchandising and Creative teams to plan and ensure messaging is holistic and consistent, end to end from Email to onsite experience to offline experience
• Write effective project briefs and direct the creative and production teams on the development of the email and text assets to meet communication best practices and elevate West Marine’s story telling
• Accountable for monthly & annual email forecasting and budgeting, invoice reconciliation
• Stay on top of latest changes in email/SMS technology and various governmental email/SMS policy changes (CAN-SPAM, GDPR, CCPA, etc.) and make recommendations to manage risks and improve performance

Campaign Execution

• Own development, implementation and ongoing management of email/SMS marketing programs - including blast, triggered journeys and transactional communications
• Manage campaigns and programs across the customer lifecycle to drive repeat purchase, customer LTV, brand affinity or NPS including welcome series, winback series, abandoned campaigns, up sell opportunities, post purchase experiences etc.
• Build and export custom audiences for direct mail and digital advertising.
• Create, deploy, and analyze email & SMS marketing messages for both B2C & B2B channels utilizing SFMC, including Email Studio, Journey Builder, Automation, etc.
• Implement dynamic content across campaigns leveraging merge logic or external tools that support 1: 1 personalization

Test and Learn

• Embrace a culture of iteration and experimentation - implementing A/B tests to optimize email performance and achieve customer retention goals
• Develop and own robust email testing plan (subject lines, email content, messaging, etc)
• Monitor email performance and recommend adjustments to strategies and tactics to maximize deliverability, opens, click through and conversion
• Monitor channel performance and conduct customer analytics, working with development and business intelligence teams to advance our ‘ single view’ of our customer including segmentation, demographics, and shopping behavior in all channels/divisions to identify and inform new engagement strategies and tactics
• Develop segmentation strategies to customize messaging across all touch points (mail, email, SMS, digital)to users based on behavioral data and medium engagement data
• Develop email engagement KPIs, and set targets to achieve online demand and store traffic goals
• Benchmark and monitor email & SMS marketing with best in class retailers to stay ahead of the curve

SKILLS & EXPERIENCE

• 5+ years’ experience working in online and offline marketing, including tactical & strategic responsibilities (mail, email, SMS, digital CRM etc.)
• SFMC Certified required
• Past experience working in Email Studio, Journey Builder, Automation and AMPScript
• Comfortable working with HTML to make edits as needed
• Extensive experience working with an email service providers (like Yesmail, Responsys, Salesforce, etc.) without ongoing/daily account assistance required
• Direct experience working with a project management software (like Basecamp, JIRA)
• Experience with customer database & analytics tools such as Alteryx, Unica, Tableau, Business Objects, etc.
• Proficient in SAS, SQL, and/or R programming is a plus
• BS/BA Degree in Marketing or related field preferred
• Exceptional attention to detail
• Excellent organizational, and project management skills
• Self-motivated, energetic individual with a high level of initiative who can work in a fast-paced digital environment
• Strong interpersonal skills with the ability to comfortably and effectively communicate and cultivate relationships with stakeholders from various departments at all levels
• Comfortable working autonomously or within a group setting
• Ability to collaborate across departments and leadership levels