Director, Consumer Strategy

Responsibilities

• Manage consumer database, rich data collection, check for accuracy and mine for insights
• Innovate on customer acquisition strategy and lead generation to grow quality at scale
• Leverage deep consumer insights from first-party data in CRM, media activation, and cleanroom partnerships/publishers
• Tailor CRM approaches to fit specific brand needs and goals, partnering with marketing, IT and CDMO
• Run consumer campaign strategy; design brief for email/SMS campaigns; measure and optimize campaign ROI
• Conduct regular reporting to understand campaign and audience performance
• Evolve CRM communication towards automation and triggers where relevant
• Coordinate with the DMI & brand marketers on the consumer strategy and digital and CRM components of omnichannel activations
• Manage external partners (Accenture, Attentive and others) in campaign support, execution and QA
• Design and manage loyalty initiatives that enhance customer retention and value, using insights from broader Div / Multi-div resources
• Enhance testing practices to improve campaign personalization and segmentation for more effective targeting
• Lead audience strategy and integrate with brand media & agency partner
• Evaluate top audience usage, performance and sizing and translate findings to future campaigns
• Leverage Div / Multi-div levels insights and resources to enhance first-party audience strategies
• Lead audience strategy and integrate with brand media & agency partner
• Evaluate top audience usage, performance and sizing and translate findings to future campaigns
• Leverage Div / Multi-div levels insights and resources to enhance first-party audience strategies

Qualifications

• Proven track record in driving CRM strategies, opt-ins, database growth, digital engagement, ecommerce sales, and analytics across channels
• Strong presentation skills and a particular aptitude for synthesizing complex material so that it is clear, meaningful and actionable to a variety of stakeholders
• Excellent teamwork skills; a facilitator and collaborator; able to work in fast-paced, demanding environment
• Advanced analytical skills and in-depth database segmentation experience
• Able to work closely with a diverse group of individuals of various functional disciplines
• Big-picture thinker and experience in a dynamic, high-growth environment
• Must possess excellent creative, organizational, verbal and written communication skills

Education/Experience

• BA/BS in Marketing, Communications, Business Management
• MBA preferred, not required
• Relevant industry experience with 5+ years’ experience specifically in CRM and loyalty, required
• Experience managing a loyalty program required
• Experience with programmatic media is a must with experience working with cleanroom platforms
• Strong and proven interactive track record/performance
• Background/interest in cosmetics/beauty/hair/skin care preferred