Senior Director of CRM

The Sr Director, CRM will be an instrumental member of the Good Sam Marketing team, leading cross-channel strategy of CRM programs and processes in support of our ever-growing business. As the Senior Director of CRM & Customer Engagement, you will shape our CRM strategies at Good Sam, including customer engagement, journey building, segmentation & personalization, and effective campaign development and executions, to drive revenue growth for Good Sam products and services.

You will lead a team of passionate CRM professionals to turn these strategies to life, from building customer journeys, to managing the technical development, tactical program execution, testing and optimization, at scale. You'll deepen our overall direct marketing engagement and grow customer lifetime value by utilizing best practice in CRM marketing, customer data and our MarTech stack to activate on personalized communication.

Key Responsibilities:

· Develop and manage CRM strategies that align with the overall brand and marketing strategy, orchestrating the right messages at the right time to the right audience to drive customer engagement and revenue thru our direct-to-consumer channels

· Design and evaluate the Good Sam customer journey maps, ensuring each touchpoint is properly identified, defined, and quantified in terms of its relative impact on customer experience, engagement and retention

· Develop and execute a rigorous testing agenda to optimize content and channel performance, leveraging iterative testing, data analysis and continuous learning and improvement that allow for rapid test and learn capabilities and quick pivots as needed

· Optimize CRM channel performance including direct mail, email and SMS marketing to drive top line revenue as well as channel efficiency.

· Lead, manage and develop a team of channel experts (10+) across Direct Mail, Email, and SMS to implement CRM journeys, triggers and batch campaigns

· Measure activities against KPIs to determine success of CRM initiatives, including standard KPI dashboards as well as ad hoc and testing results

· Drive marketing automation in areas of email and mobile marketing programs with accountability for delivering efficiency and business results (traffic, open/click rates, conversion, revenue etc.

Qualifications:

• Bachelor's degree in Marketing, Business, or a related field; MBA is a plus.
• 10+ years of progressive and broad experience in CRM marketing including cross-channel contact strategy, customer segmentation, direct marketing campaign development and execution
• 5+ years of experience leading multi-functional teams.
• Broad knowledge of CRM and CDP tools including marketing automation platforms and relational database (e.g., Salesforce, Segment, Snowflake, etc.)
• Experience designing and deploying a comprehensive, cross-channel CRM program (retention-focused), utilizing a variety of messages/content, incentives, and engagement best practices to establish and enhance conversion, and CLTV over time.
• Deep customer journey/lifecycle marketing expertise including segmentation, and personalization and customer journey management at scale.
• Excellent leadership and communication skills, with the ability to collaborate effectively with cross-functional teams.