The role will lead development of customers activities, calendar an budget. He/she will assist in generating and tracking performance of program campaign and communication strategies that contribute to in-store traffic, loyalty program customer acquisition, and increased value of customers. He/she owns translations of customer contact strategies into guidelines to be followed and implemented by Marketing and Loyalty Program Owner areas.
- Assist in defining desired/ideal customer experience for loyalty, setting base for the development and management of customer contact strategies and of specific campaigns, defining and optimizing adequate channel mix (PoS, vs App, vs Web).
- Map and evaluate priority customer journeys to identify opportunities to attract new customers to the loyalty program and increase value propositions for current members; assist in ideation and development (along with data scientist) of new use cases to be launched as campaigns within the program, considering customer treatment plan and campaign adaptation by channel. Ensure leveraging of past campaign learnings to incorporate into new ideations.
- Collect relevant data to help define customer segments to which each use case be applied to, identifying control groups defined by Data team and coordinationg with data scientist to define campaign specific KPIs and adequate measurement methodology (eg. Daily vs weekly, by user or segment).
- Follow up with store operations to ensure feasibility of proposed campaigns.
- Assist in definition of strategies for digital conversation monitoring to report any alerts that may be detected risks of opportunities and leverage insights to develop proposed action plan to adjust campaigns and / or launch new communication strategies to generate positive conversation.
- Propose and develop implementation calendar for defined customer communication and customer management activities; incorporate any relevant feedback from Customer Acquisition and Value Management and Loyalty Program Owners.
- Conduct analysis of current Marketing Automation Software (Marketo) to identify its capabilities and map when migration to CRM will be required.
- Define thorough checklist from CRM requirements prior to conducting supplier analysis: contact managements, client interactions tracking, database management, marketing and campaign management, lead management, sales automation, knowledge management, mobile support, functional requirements, deployment environment, security, etc.
- Conduct supplier analysis for CRM vendors, evaluating key functionalities vs. requirements, post-purchase support provided (vs. in-house capabilities), location of supplier, pricer for required capacity, compatibility with the company data and software, flexibility to make adjustments, compatibility with industry, etc.
- Develop digital media and loyalty CRM activities budget, incorporating feedback from different areas to understand different needs to optimizing budget allocation in order to reach the largest number of consumers as possible, increasing the company preference through and ad hoc media brand strategy for each need/profile/media.
- Comply with the Company´s culture processes and rituals.
Relevant Decisions for Role:
- Assist in defining and prioritizing use case initiatives for loyalty program along with required communication strategies that will result in customer acquisition and increase in traffic/frequency of current ones.
- tracking of use case and contact strategy initiatives to gather insights and incorporate feedback.
- Analyze individual customers and segments and their behavior during specific campaigns in the loyalty program and consolidate mail learnings.
Role Contribution Complexities:
- High level of analysis for the generation of actionable items to adjust campaigns while they´re still running - attention to detail required.
- Translate individual customer behavior into more generalized conclusion by segments, identifying patterns across different profiles.
- Track customer segment performance to ensure value proposition is adequate for all profiles and/or propose adjustments.
- Ensure optimization of time and budget for customer related activities to maximize value.