Manager, Omnichannel Business Analysis, Global Origins
Country : USA
State : New York
Town : New York
Category : Sales
Contract type : Permanent
Availability : Full time
The Manager, Omnichannel Business Analysis, Global Origins will optimize the consumer experience across channels globally, ultimately driving acquisition, retention and brand loyalty. The role will utilize data, insights and a customer-first mindset to inform all business questions and analyze consumer trends in order to provide actionable recommendations that deliver against brand CRM and sales targets. This role will oversee the ideation, development and implementation of global CRM strategies and programs and will leverage consumer insights to help inform brand strategy and grow the business through customer acquisition and retention. In addition, the role will work closely with cross-functional partners to own, drive & enhance North America Loyalty program as well as rollout internationally. OMNI programs and features will be a key focus as acquiring, retaining with engaging experiences build a life-long relationship with consumers, regardless of channel.
This role will report into the global Ecommerce team and will work in close partnership with Global Consumer Insights, Education and Product Marketing providing support to various cross-functional business partners in their efforts to drive the business, make informed business decisions, and deliver against critical business objectives. The Manager will be comfortable utilizing and analyzing various business intelligence sources (syndicated data, market level data, CRM/client data, custom consumer research, social/digital analytics, retailer customer data, and consumer trends) to help influence decisions and action planning for both global and regional strategies that drive retail sales and growth. Primary focus to be digital/social data and CRM/client data and analysis to draw conclusions and develop action steps that support key business objectives. The position requires close partnership with the brand's consumer analytics contact while also independently driving performance analyses to gauge success and optimize future programs, inform design of lifecycle programs, create presentations for leadership, support presentations for cross-functional partners and regions.
-Formulate global CRM strategies (based on customer lifecycle, brand pillars, launch activity) geared towards lowering 1X Customer Rate, increasing Retention & Spend and optimizing ROI on campaigns
-Partner with Regions, Affiliates, online to align on strategies and to drive a multi-channel approach, including email strategy, direct mail, segmentation testing and Omni Loyalty Program
-Drive development, goal setting and measurement of global cross-channel lifecycle marketing programs that create an ongoing conversation with the consumer and ultimately drive engagement, retention and LTV.
-Set activation strategies and cadence and define parameters for program measurement. Liaise with Regions to ensure local relevance and optimize global roll out.
-Innovate by launching new CRM initiatives that leverage customer insight and new technologies
-Gather data and perform market research to assist in crafting compelling and insightful stories that help brand leadership further understand and engage consumers
CONSUMER INSIGHT, REPORTING, & CUSTOM ANALYTICS
-Analytics obsessed. Deep online analysis into emerging trends, actionable-insights and recommendations for new business opportunities online.
-Assist Global markets with analysis/consolidation of CRM campaigns using control techniques and corporate reporting tools to measure success and ROI. Succinctly and clearly summarize & communicate results/learnings to optimize future campaigns
-Own the Origins loyalty programs globally, as a key retention driver for the DTC businesses
-Monitor and regularly issue CRM/Analytic Dashboards and reporting
-Gather online / FSS data from multiple sources, interpret data into key insights and make actionable recommendations to drive customer conversion
-Once insights and opportunities are identified, create project plans in coordination with Ecommerce leads, link financial or business impact, prioritize and own execution of plans
-Create competitive case study reports, sharing CRM best practices and learnings from outside the beauty industry to inspire innovation
-Identify ongoing roadblocks in customer conversion, retention or customer satisfaction, provide improvement recommendations that support the Origins strategic roadmap of customer cultivation
-Partner with cross-functional teams (Product Marketing, Creative, Online, Consumer Engagement, GBSC, Product Development, Finance, Regional Teams, Corporate Marketing, and GIS) to define the consumer journey and establish key KPIs to measure success and drive best-in-class analysis
-Create presentations/data analysis/CRM Dashboards for senior management which clearly communicate insights, project statuses and deliverables
-Serve as main point of contact and data expert for Origins regarding customer data related to brand strategy, innovation and key campaigns
-Partner with corporate marketing team to track customer behaviour and lifecycle with the brand; use learnings to develop communication strategies to maximize engagement and loyalty
-Use CMS dashboard to draw insight into Origins data: cross channel purchase patterns, SKU purchasing preference, geographical analysis, new store location profiling, etc.
-Use campaign history and other consumer insight to create appropriate segments for targeting and analysis
-Plan and implement a comprehensive global consumer calendar to orchestrate all planned CRM programs and activities using direct mail, email, mobile, in-store clienteling, events, partnerships, etc.
-In collaboration with Global Product and Promotional Marketing work with in-house Creative team to manage Global CRM program creative, including copy, production and campaign implementation, within agreed budgets and timings
-Work with and Education departments to achieve YOY growth in capture rates and other key strategic metrics
-Analyze omnichannel performance to drive business strategy, profitability and future campaign investment
-Support the development and the refinement of the brand consumer database
-Execute refinement of Loyalty Program strategy with specific focus on strategic segmentation, serving personalized content, and increasing IPT (items per transaction)
-Develop CRM/client data standardized reporting and analysis with recommendations and present to team on a quarterly basis
-Support ad-hoc analyses requested around performance, measurement, share, and other business questions as requested through our stakeholders. Partner with internal customers to work through unique business questions to help understand how best data and insights can drive action. Bring together various data resources to clearly tell a story and present findings back to the teams.
-Execute opportunities to tweak KPIs based on real-time and historic analysis
-Execute on-the-go campaign shifts to maximize campaign ROI based upon real time performance metrics
METRICS TO ASSESS SUCCESS OF CAMPAIGN INITATIVES
-Partner with Digital Marketing, Social Media, Ecommerce and Creative to execute data-driven strategies to engage consumers in social media and digital experiences
-Execute action plan for measuring campaign performance against predetermined success metrics for social and digital marketing and brick and mortar performance
oSocial media measurement including delivery of scorecards comparing market share with share of paid media, share of engagement from owned social platforms and share of engagement from influencer-generated social content;
oGo-to-market insights: defining key KPIs for campaign performance; evaluating campaign performance post-launch
oSub-category review & discussion: develop deep insights into selected strategic categories to share with stakeholders across product marketing, consumer engagement and creative
oConsolidated insights and analytics to support upcoming launches to help drive concepting and messaging to inform creative/concept briefs
-Execute new analytics practices that augment consumer behavior knowledge and improve CRM/media targeting ROI
-Support presentation of key findings, insights and recommendations to Consumer Marketing partners and brand leadership
-5-6 years of relevant work experience (in marketing/advertising/market research/digital/ecommerce)
-BA/BS required, MBA a plus
-Degree in mathematics, statistics or digital marketing/advertising highly desirable
-Preferred digital analytics experience from a fast-paced client-side or agency organization
-Extensive Usage & Proficiency in Google Analytics required.
-Ideal candidate will have at least one year of experience in social/digital analytics with mastery in using self-service tools (Synthesio, Social Bakers, Netbase, Prescriptive Insights, Google Analytics), excel and related software
-Ideal candidate will also be self-directed and have data analytics experience including pulling and analyzing data. Good business judgment and quick learner with high energy level. Capable of thinking out of the box, while being strategic and analytical with a passion to win
-Effective influencing and listening skills, as well as flexibility, a strong work ethic, and being a strategic thinker are valued skills. Service orientation and results focused.
-Must possess excellent oral and written communication skills and a proven ability to build collaborative partnerships
-Effective influencing and listening skills, as well as flexibility, a strong work ethic, and being a strategic thinker are valued skills.
-Can handle a heavy workload with competing priorities & be data obsessed
-Needs to be a creative and analytical thinker and problem solver, thrive in fast paced environment, prioritize and oversee multiple projects at once, have attention to detail and work well with cross functional teams.
-Possess strong business writing skills to create requirements, pitches and solutions documents, training or reference materials as needed
-Experience with direct marketing metrics, segmentation, data analysis and response measurement
-Demonstrate fundamental understanding of multi-touch, multi-channel marketing (direct mail, email, mobile, etc.)
-Strong experience in CRM and Consumer Analytics with a proven track record of driving CRM strategy and implementing effective Omni-channel communications
-Experienced in CRM technology management, with an understanding of marketing and operational databases, segmentation, campaign management and statistical modelling
-Innovative and creative thinking and proven ability to persuade others towards an idea or goal
We are an equal opportunity employer. Minorities, women, veterans, and individuals with disabilities are encouraged to apply. It is Company's policy not to discriminate against any employee or applicant for employment on the basis of race, color, creed, religion, national origin, ancestry, citizenship status, age, sex or gender (including pregnancy, childbirth and related medical conditions), gender identity or gender expression (including transgender status), sexual orientation, marital status, military service and veteran status, physical or mental disability, protected medical condition as defined by applicable state or local law, genetic information, or any other characteristic protected by applicable federal, state, or local laws and ordinances. The Company will endeavor to provide a reasonable accommodation consistent with the law to otherwise qualified employees and prospective employees with a disability and to employees and prospective employees with needs related to their religious observance or practices. Should you wish to apply for this position or any other position with the Company and you believe you require assistance to complete an application or participate in an interview, please contact USApplicantAccommodations@Estee.com.