Job DescriptionThe Senior Manager, CRM Campaign Strategy & Insights is responsible for developing, executing, measuring, and optimizing customer marketing programs that drive lead generation, customer engagement, repeat business, and revenue growth. This role supports a broad portfolio of CRM initiatives, with a primary focus on direct mail marketing and a strong emphasis on campaign measurement, performance analytics, and actionable business insights. This role also supports the email marketing team with campaign analysis, cross-channel measurement, audience planning, and coordination of integrated direct mail and email initiatives.
Serving as a bridge between CRM strategy, campaign execution, and analytics, this individual will develop customer targeting strategies, oversee direct mail and other CRM programs, establish measurement frameworks, and translate campaign performance into data-driven business recommendations.
The ideal candidate combines strategic thinking, analytical rigor, and operational excellence. They are equally comfortable developing segmentation strategies, managing complex marketing programs, evaluating campaign performance, and presenting insights that inform future marketing investments, optimization opportunities, and business decisions.
ESSENTIAL FUNCTIONS CRM STRATEGY & CUSTOMER INSIGHTS- Develop CRM marketing strategies that support customer acquisition, retention, reactivation, referrals, and customer lifetime value growth.
- Identify customer segmentation and targeting opportunities utilizing behavioral, demographic, transactional, and geographic data.
- Partner with business stakeholders to translate customer insights into actionable marketing strategies, including partnership with the email team on customer contact strategies and coordinated cross-channel direct mail and email programs across the customer lifecycle.
- Develop audience, offer, messaging, and contact strategies aligned with company objectives and customer needs.
- Recommend testing strategies and optimization plans to improve campaign effectiveness and customer engagement.
- Monitor customer trends and emerging opportunities to inform future CRM initiatives and channel expansion.
DIRECT MAIL PROGRAM MANAGEMENT- Manage end-to-end execution of direct mail campaigns from planning through deployment and measurement.
- Coordinate audience selection, campaign setup, production schedules, in-home delivery timing, and post-campaign analysis.
- Serve as the primary liaison with direct mail agencies, printers, data providers, and marketing vendors.
- Ensure all campaign deliverables are completed accurately, on time, and within budget.
- Support testing initiatives including audience, offer, creative, timing, and channel experiments.
- Continuously identify opportunities to improve the effectiveness and efficiency of direct mail marketing programs.
CAMPAIGN MEASUREMENT & PERFORMANCE ANALYTICS- Establish and maintain sound reporting methodologies for direct mail and other CRM marketing programs.
- Define campaign KPIs, measurement frameworks, attribution approaches, and performance benchmarks.
- Design and evaluate testing programs including control groups, holdouts, incrementality analyses, and performance comparisons.
- Analyze and communicate cross-channel performance across direct mail, email, and other CRM programs to identify opportunities for optimization and improved customer engagement.
- Develop executive-ready reports, dashboards, presentations, and recommendation summaries.
- Validate campaign data, calculations, assumptions, and reporting outputs before results are distributed to stakeholders.
- Partner with analytics teams to enhance reporting capabilities and self-service access to CRM performance data.
CRM CAMPAIGN OPERATIONS- Manage CRM campaign calendars, priorities, timelines, and stakeholder communications.
- Create campaign briefs and execution plans that clearly define objectives, audiences, dependencies, timelines, and performance expectations.
- Coordinate cross-functional activities across marketing, creative, analytics, technology, and franchise teams.
- Ensure programs comply with established brand, legal, privacy, and operational standards.
- Support the evaluation and implementation of new CRM programs, technologies, tools, and capabilities.
- Maintain documentation, best practices, and operational procedures that support program scalability.
Qualifications- Bachelor's degree in Marketing, Business, Analytics, Statistics, or related field
- 7+ years of experience in CRM, lifecycle marketing, database marketing, or related disciplines, including significant hands-on experience developing, executing, and measuring direct mail programs.
- Strong understanding of campaign measurement methodologies, attribution models, testing frameworks, incrementality analysis, and performance analytics.
- Experience translating campaign results into actionable business insights and recommendations for stakeholders and leadership.
- Advanced Excel skills including pivot tables, lookups, campaign analysis, and data interpretation
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