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Manager, CRM (Email/Loyalty/App/Sms)

Country : USA

State : California

County : Los Angeles County

Town : El Segundo

Category : Sales

Contract type : Permanent

Availability : Full time

Job description

The primary responsibility of the CRM Manager is to lead, drive, & execute NYX Professional Makeup's CRM programs & initiatives:
- Direct Message Marketing: Manage the direct messaging campaign process (from initial ideation, consumer/content strategy, technical execution), execute A/B tests, & optimize segmentation strategies. Direct messaging marketing includes:
- Email Marketing (3.5M consumers)
- App Messaging (15K consumers)
- SMS Messaging - program to be launched, led by the CRM Manager
- Loyalty Program (Makeup Crew): Manage NYX Professional Makeup's loyalty program, Makeup Crew. Design consumer programs (Makeup Crew exclusive events, Makeup Crew special perks, etc.) to strength the program's value proposition for the consumer, & develop specific CRM campaigns exclusively for loyalty members. With partnership of Consumer Marketing Intern, manage day-to-day support (e.g. consumer issues, platform integrations, etc).
- Consumer Acquisition Programs: Manage name collection & consumer data enrichment initiatives, including design/implement of sign-up forms (with direct integration to 1st party database) at point-of-sale & on nyxcosmetics.com, consumer acquisition campaigns (including Sweepstakes, Organic Social Sign-Ups, Events, etc.), & consumer profile enrichment campaigns. Lead data acquisition & enrichment initiatives at NYX retail stores with focus to increase D2C consumer lifetime value.
- Consumer Analytics: Responsible for consumer analytics & behavioral reporting, leveraging L'Oreal USA's 1st party database. Identify, analyze, & interpret key customer trends or patterns; leverage analyses to optimize CRM strategizes. Analyses include:
- Campaign performance (CRM engagement & sales metrics by campaigns, content, segments)
- Consumer growth (new customer acquisition, repeat/retention rates, cross-channel purchase)
- Consumer lifetime value (decile analysis, top consumer analysis, product loyalty analysis)
- Basket analysis (products purchased together at a transaction & customer level)
- Loyalty performance (membership growth trends, pro program, & incremental value of loyalty) Position reports to the Sr. Manager, Consumer Marketing on the US Marketing Team.

Job responsibilities include but are not limited to the following:
- Oversee the campaign creation & execution:
- Partner with marketing leads to create briefs, provide creative feedback, & route creative through final approval
- Schedule campaigns & manage the master CRM calendar, lead audience strategy, & ensure accuracy of execution by the Consumer Marketing intern
- Brainstorm, execute, & report on meaningful A/B test cases on copy & creative
- Refresh existing & create new data driven email triggers (Welcome series, Reactivation series, etc.), reflecting new brand creative & incorporating new rich data from the L'Oreal's 1st party database.
- Launch SMS as new CRM channel & integrate with our existing data infrastructure (Salesforce Marketing Cloud & L'Oreal's 1st party database)
- Develop & execute name collection campaigns, including Sweepstakes, Instagram Stories Swipe Ups, event name collection, etc.
- Manage the loyalty program: launching new consumer programs & overseeing day-to-day support (e.g. consumer issues, platform integrations, etc).
- Develop real-time automated reports connected to L'Oreal's 1st party database to uncover actionable key insights around campaign performance, consumer growth & lifetime value, & purchasing behaviors.

Profile

To perform the role of Digital marketing Intern successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, &/or ability required.

Required
- Bachelor's Degree: minimum cumulative 3.00 GPA
- At least 3-5 years experience managing CRM & Email/Loyalty programs
- Proficient with Microsoft Office products (Excel, PowerPoint, Word, & Outlook)
- Previous experience with Salesforce Marketing Cloud or other ESP
- Previous experience with analytics tools such as Tableau, Google Analytics, etc.
- Strong written & oral communication skills
- Strong attention to detail
- Ability to manage multiple priorities in a fast-paced environment
- Ability to understand, propose, & refine customer segmentation strategies
- Ability to extrapolate key learnings from data sets through partnership with data analystsPreferred
- Previous experience in e-commerce &/or digital marketing a plus
- Demonstrated ability to influence & foster collaborative relationships
- Passion for the Beauty/CPG Industry
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