Manager, CRM and Lifecycle Marketing

The Manager, CRM & Lifecycle Marketing will report to the Director, Digital Growth and will partner and influence Marketing, Merchandising, Product, Engineering, eCommerce and Consumer Insight. This role will focus on identifying new opportunities to drive sales and traffic online and in-store, driving OMNI strategies. They will be required to develop customer segmentations, lifecycle journeys and campaigns (pilot tests and recurring campaigns) to grow customer retention and increase customer frequency and spent with Walmart. The role will focus on the customers digital engagement with Walmart core products as well as other services like financial services or health. They will work closely with cross-functional teams and will implement measurable campaigns focusing on customer experience, retention and revenue generated.

1)Develop customer lifecycle strategies to support our digital programs to increase traffic and conversion online and in-store. Design tactics for each customer journey to provide relevant content to our customers throughout their life stage based on their behavior and customer segmentation.
2)Lead the implementation of a retention programs across digital marketing channels utilizing engaging messages as well as incentives (i.e. coupons).
3)Lead the implementation of multi-channel campaigns and lead the data logic for inclusions, exclusions, contact management, frequency cap, channel preferences.
4)Develop messages and value propositions to engage, retain and reactivate our customers. Lead the operation team and agencies to build the journeys, QA, deploy, share results/insights, and iterate journeys as needed to optimize campaigns.
5)Develop and monitor customer audiences for retargeting: Work with digital marketing teams to develop audiences for retargeting, lookalike, and suppression. Design custom audiences based on 1st party data attribute to increase ROAS.
6)Lead the interaction between marketing messages and transactional communication to add value to our customers. Increase customer satisfaction (NPS) working closely with Consumer Insight and Customer Care teams.
7)Monitor OMNI customer impact and shift of behavior between in-store and online activities.Monitor and provide customer database reports, health dashboards and campaign reports. Share actionable insights and recommendations with cross-functional teams. Build business cases to support recommendations. Use reports to influence, recommend and implement new tactics to meet our AOP and to optimize our campaigns.
8)Work closely with the Consumer Insight and Customer Data platform teams to identify opportunities and customer segments to implement pilot tests, recurring and always-on campaigns.

Qualifications

• Excellent project management, problem-solving and communication skills with the ability to balance rigorous attention to detail with swift execution
• Ability to influence others even from other teams and departments
• Ability to develop new processes and convince others to follow the new process
• Agencies management from contract renewal to day-to-day execution to overall implementation and strategy. Agencies with many types of resources skillsets and a large variety of high-profile projects
• Ownership of projects from concept to implementation, insights, and optimization
• Negotiation skills with internal teams and outside teams to define priorities and strategies
• Innovation mindset with a test-and-learn focus
• Evangelization of new concepts, tactics, and strategies
• Goal oriented with the ability to move quickly and easily between high level strategy and rolling-up-sleeves for execution
• Analytical mindset. Can interpret data and provide insights and recommendations. Data Savvy.
• Experience working directly with data science and engineering teams preferred
• Good organization agility to work effectively across functions and multiple lines of business in a global organization
• Previous experience working in retail, grocery, or similar fast-paced organizations
• Previous experience in digital marketing campaigns and customer lifecycle journeys
• Minimum 5 years-experience required
• Bachelors degree or equivalent required