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Sr. Director, Customer Acquisition and Retention

Company: At Home Stores LLC
Location: Plano
Posted on: September 13, 2020

Job Description:

Job Description - Sr. Director, Customer Acquisition and Retention (20001961)

Job Description

Sr. Director, Customer Acquisition and Retention - ( 20001961 )

Description

The SeniorDirector of Customer Acquisition and Retention is an experienced data-driven marketingstrategist and technologist with deep expertise in developing and leading customeracquisition strategies and customer retention strategies to increase share ofwallet and overall sales. His/her primary focus is to movecustomers through brand awareness, trial, repeat purchase and loyalty to driveincremental business for the company. He/She will leverage customer data forsegmentation of marketing programs i.e. New movers, Decorators, Stylepreferences, New Customers, Lapsed Customers, etc.

He/She owns anddirects all paid media investments, At Home’s CRM programs and all aspects ofAt Home’s loyalty programs.He/she willleverage new technologies, advanced analytics and Artificial Intelligence todeliver personalized and relevant customer engagements to drive share growth.

AcquisitionStrategy and Leadership

He/she leads a team responsible for ~$40million in media investments and directs media planning to optimize for ROI andIncremental sales lifts.

· Ownsand leads all facets of the company’s customer acquisition strategy including designingprograms to increase brand awareness, trial and new customer acquisition

· Overseesinternal and external media teams and directs media strategies including traditionalmedia which could include TV, outdoor, magazine, newspaper, PR, direct mail andall paid digital channels which could include paid search, social media, retargeting,programmatic, affiliate, digital video, etc.

· Leadsannual media planning to optimize for short term ROI and incremental lift whilebalancing the need for awareness and new customer acquisition

· Directsand leads ongoing agile test and learn programs to optimize media mix, mediainvestments and messaging across channels and customer segments

· Directsthe media agency relationship and owns the agency contract as well as holdsagency accountable for deliverables and quality of work

· Ownsstrategy for all organic social media platforms and influencer strategy

· Ownsthe success and marketing-related reporting of EDLP+ events and new productcollaborations

· Hires, develops, coaches, mentors, and empowers mediaand social teams

· Partners and collaborates closely with brand,creative, omnichannel and analytics teams

· Develops and directs CRM strategies to meet allengagement, retention and re-activation KPIs

· Directs the transition of all cross-channel CRM programsto more personalized and relevant

· Directs reporting for email, sms, etc. and createsan environment that enables continuous test and learn to improve response ratesand overall brand engagement

· Identifies innovative solutions for CRM businessprocess improvement

· Determines integration points across channels toleverage known customer data

· Owns and drives value out of the Salesforce MarketingCloud relationship

· Directs a strategy for reducing unsubscribes andestablish a growth plan for SMS subscriptions

· Hires, develops, coaches, mentors, and empowersCRM team and resources

· Partners closely and collaborate with data andanalytics team, creative, brand and omnichannel teams

Loyalty Strategy

· Ownsand leads the customer loyalty strategy and long term vision of the InsiderPerks program and substantially grows program membership every year

· Develops and directs specific programs to drivehigher visits among different segments of loyalty such as high value, pro, vip,lapsed, etc

· DirectsInsider Perks sign-up goaling by region and engages and motivates the field tohit sign up goals

· Leadsand directs the continual evolution, refresh and enhance the value prop ofInsider Perks and its tiers (VIP, Pro, etc) to ensure customers are gettingvalue out of the program and that it seamlessly integrates with cross channelcommunication strategies

· Partnerswith treasury and credit card company to develop strong credit card marketingprograms for the purposes of both acquisition and increased usage

CRM, Loyaltyand Analytics MarTech Roadmap

· Championscontinual enhancements and optimizations of our loyalty and CRM programs

· Owns and directs an ongoing 3-Year forwardlooking Marketing Technology Roadmap

· Directs strategy, business case, budget, selection and developmentof new technologies

· Serves as business owner for internal andexternal technology projects necessary in growing CRM, Loyalty and Paid Mediaprograms

Qualifications

· Atleast 15 years experience in positions relating to marketing, technology and/oranalytics

· Atleast 10 years managing marketing projects with direct leadership of budgets,timelines, and resources.

· Atleast 10 years experience of direct leadership of a team/teams

· Excellentanalytical, critical thinking, and problem solving skills

· Strongexecutive presence and strong presentation skills

· Abilityto handle competing business demands while ensuring execution and consistentresults with high energy and a high sense of urgency

· Technical proficiency and knowledge of CRM database solutions andfeeds, loyalty platforms, campaign management tools and platforms (Salesforcepreferred), and BI tools/systems

· Extensive experience analyzing customer behavioral data with deepsegmentation experience

Keywords: At Home Stores LLC, Plano , Sr. Director, Customer Acquisition and Retention, Other , Plano, Texas

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