Associate Director, Global CRM

Role & Responsibilities:

• Oversee existing CRM programs, finding opportunities for efficiencies, manage budgets and resources
• Identify opportunities based on CRM KPIs and quickly implement strategies to fuel results – including but not limited to site/app personalization, triggered email, SMS, Push, In-App messages and loyalty program incentives
  Develop and implement multi-channel trigger programs for full customer lifecycle – including but not limited to customer onboarding, referral, replenishment and win-back initiatives
• Identify opportunities to implement AI and ML to support personalization and localization in CRM campaigns
• Lead CRM strategies to support key product launches and priority brand awareness campaigns
  Identify and implement strategies to acquire and scale 1st Party data – acting as the business owner of CRM database/CDP and implementing processes to track and share progress on data collection and insights from 1P data
• Develop reporting processes to share relevant insights, analysis and progress on CRM KPIs with broader digital and marketing teams
• Partner with Sr. Manager, Loyalty and broader team to implement strategies and campaigns to support loyalty goals
• Create strategies to grow existing email and SMS programs, accountable for delivering YoY revenue and LTV growth of programs
• Assess external partners and ensure resources are in place for scaling programs for growth and expansions into new markets plus strategic extensions

Customer Growth & Digital Commerce

• Collaborate and closely partner with Media and Marketing Team to increase customer acquisition and retention KPIs across integrated marketing touchpoints paid/earned/owned
• Develop CPA goals for new customer acquisition in all markets, all brands and across strategic extensions
• Help stand up and grow digital businesses in emerging markets for e.l.f. brand, this could include EU markets and a Cross Border business

Reporting/Analytics

• Optimize customer dashboards, create executive summaries focused on customer contribution to total business
• Track and analyze key customer KPIs and qualitative feedback and present action-driven plans to impact those drivers
• Perform analysis on CRM-related campaigns and regularly report results in a cohesive and consistent manner across a variety of recipients including Product Development,
• Media & Marketing, Wholesale, etc
• Responsible for monthly, quarterly and annual CRM forecasting
• Implement and track universal control group and campaign-level control group for
• Synthesize all customer data sources into intelligible and informative customer insights

Qualifications:

• 8+ years of CRM/consumer engagement experience, preferably with experience in beauty or retail and a proven track record of developing and managing successful CRM programs
• Strong strategic, analytical thinker with outstanding verbal and written communication skills
• Strong leadership capabilities and ability to both influence and gain alignment cross-functionally with different teams across the organization
• Expert in creating and scaling end-to-end omnichannel CRM and loyalty programs (email, push, SMS) across customer lifecycle stages
• Strong experience in CRM technology management, with an understanding of marketing and operational databases, segmentation, campaign management, statistical modelling, and AI/ML for business use cases
• Demonstrated analytical ability to leverage data to inform insights, formulate recommendations and deliver actionable solutions
• Deep experimentation experience and mindset with a proven track record of executing A/B tests, optimizing campaigns and translating data into insights
• People management experience
• Experience working with Braze (or similar ESPs/marketing platforms), GA4, CDPs or similar customer data warehouses, and a variety of personalization tools (e.g. Jebbit, Wunderkind, Dynamic Yield, etc.)
• Experience with large databases or with companies that showed aggressive acquisition and/or retention rates
• Ability to think both strategically and tactically; equally comfortable with long-term planning and day-to-day progress tracking and execution
• Comfortable working in a collaborative manner and a bold, highly creative out-of-the-box thinker