Director Interactive Marketing, CRM and Loyalty

Darden Restaurants   •  

Orlando, FL

Industry: Hospitality & Recreation


8 - 10 years

Posted 97 days ago

This job is no longer available.

Job Description

The Director of CRM & Loyalty provides strategic direction in the planning, organization, and implementation of the company’s CRM and guest loyalty roadmaps. The Director takes significant responsibility in conceptualizing, developing and overseeing the execution of short and long-term data-driven customer relationship marketing strategies.  He / she will partner with stakeholders and translate these strategies into actionable plans that will increase guest acquisition and retention to drive sales and deliver business objectives while optimizing the digital guest experience. The Director supports the awareness and adoption of key CRM trends and practices across the company to deliver best-in-class activities at both the brand and portfolio level.  This position will play a key role in ensuring the way we measure marketing activity including marketing spend and e-commerce activities is strategic and effective guiding Darden into making optimal business decisions.  The Director will interact closely with individuals at all levels throughout the organization, across functions and with multiple vendor/agency partners to ensure alignment across all touch points that reflect the brand promise and Darden vision. 

-Responsible for developing, socializing and executing the enterprise CRM and Loyalty vision and roadmap across all Darden brands
-Drive strategy and implementation of how to leverage first-party data to drive business results across the organization targeting the guest in a variety of channels including display, email, social, OLV, direct mail, etc.
-Collaborate across the company with internal stakeholders from various parts of the organization (brand marketing, IT, business analytics, finance, etc.) ensuring alignment, input and partnership: 
  -Ensure cross-brand needs are captured and drive the prioritization of enhancements to Darden CRM systems 
  -Document and share best practices for leveraging data, driving database growth, and driving business results via 1st party data
  -Drive & standardize the measurement of brand CRM activities and ensure cross-brand learnings are captured, allowing brands to understand overall guest retention and frequency across key segments
  -Refine segments, promotions and programs based on continuous evaluation of campaign conversion, guest retention, guest cross-sell, campaign dilution and campaign ROI
-Cultivate and nurture relationships with Brand Marketing teams and other teams (IT, business analytics, legal, finance) to drive innovation, education and inform stakeholders, garner and disseminate applicable insights and feedback 
-Educate others across the organization on CRM and loyalty best practices and trends, including acquisition, targeting, personalization, and measurement 
-Lead team responsible for building audience lists, ensuring the integrity of data and measuring results, based on brand strategies
-Oversee planning, organizing, monitoring, and controlling of guest loyalty and DMP programs to ensure engagement, commitment, and risk management, providing ongoing communications to ensure senior management alignment and multi-brand awareness and support
-Validate proper execution of all database marketing campaigns across a multi-channel environment (e.g., website, email, direct mail, mobile, social media) 
-Monitor the competitive landscape, constantly testing new approaches and adopting best-practice strategies
-Develop diverse team members by seeking out and supporting training, development, and other professional growth opportunities, managing individual and team performance through coaching, feedback, and performance management discussions 
-Oversee and manage the department budget, providing guidance and oversight while leading cross-concept budgetary and contractual negotiation for various programs
-Lead multiple aspects of cross-brand agency and vendor-related contracts and work – scope statement, contracting, budgets, invoice payment, etc.

-8+ years’ experience developing and managing CRM programs leveraging first-party data in a B2C environment
-Proven robust relationship marketing expertise including the use of digital channels (e.g. email, mobile) to drive exceptional brand and portfolio results 
-Deep understanding of CRM strategies and best practices 
-Demonstrated capability to define, develop and deliver a compelling CRM strategy and roadmap, evolving CRM programs over time 
-Proven experience in developing strategies & tactics to leverage 1st-party data to drive business results
-Practical understanding of how to augment 1st-party data with 2nd and 3rd-party data to extend the breadth and reach of customer data
-Demonstrated comprehension of foundational CRM technologies, platforms, and frameworks that are used to support and advance the CRM agenda
-Experience and expertise in database acquisition and retention of high-value guests
-Strong knowledge of tools (DMP, retargeting tactics, etc.) to drive business results
-Experience managing agency partners and negotiating / managing contracts

-Bachelor’s Degree (Marketing, Business or related field)
-MBA highly preferred

-Broad Digital Marketing background (i.e. Search, Analytics, Loyalty, e-commerce, etc.)
-Passion for CRM, food and hospitality
-Champion of Guest Relationships Consumer Loyalty Programs 
-Ability to manage multiple complex initiatives concurrently
-Superior ability to collaborate across functional areas and effectively communicate as well as influence and drive toward consensus 
-Demonstrated ability to develop individual talent and build strong capability in teams
-Ability to effectively and efficiently set and implement the strategic direction for guest loyalty and e-commerce programs
-Strong track record for executing against a roadmap & plan
-Ability to quickly adapt to a new organization, industry and culture
-Strong leadership qualities enabling the effective development and management of relationships and ability to create ownership and accountability among internal stakeholders
-Ability to deliver vision, strategy and oversight for a broad range of initiatives, to think creatively, and to be the internal catalyst for envisioning non-traditional solutions
-Exceptional interpersonal skills that will assist in both internal and external relationship building
-Excellent presentation & strong communication skills
-Some travel required