Responsibilities

• 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.

Requirements

• 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