Senior Manager, CRM Campaign Strategy (Finance)
ABOUT THE ROLE AND OUR TEAM:
The Knot Worldwide is looking for a passionate CRM Marketing Campaign Strategy Manager. This leader will be at the heart of CRM and lifecycle planning and managing dynamic customer journeys, campaigns, and best in class automation plans across all CRM touchpoints to include email, push, SMS and in-app messaging for multiple brands (The Knot and Wedding Wire). The right candidate will be hands-on in the strategic planning and management of all campaigns from ideation to execution. This role is a great fit for someone with a marketing mindset who leverages data and insights to create sophisticated personalized communications to nurture our couple's wedding planning journey across dynamic and personalized CRM experiences to guide and take the next best action to increase frequency, retention and loyalty.
This is your chance to turn data into business opportunities, while collaborating with a fun and forward-thinking team to make sure we are building personalized and automated journeys and delightful experiences for our couples and their guests to guide their wedding planning experience with TKWW.
RESPONSIBILITIES:
- Building and managing complex and personalized customer journeys, triggers and notification strategic plans for email, push, SMS and in-app campaigns and automations.
- Responsible for CRM campaign strategy, planning, journey building with CRM channel touchpoints and segmentation logic
- Develop campaign briefs, Asana task management and oversight of creative and marketing automation processes to ensure campaign execution meet set deadlines
- Deep understanding of customer data, data science, and segmentation query/personalization logic to develop CRM plans
- Partner with integrated marketing, product, sales, creative and marketing automation teams to develop strategic CRM plans to achieve KPIs and KRs.
- Setting up and managing performance reports to track how well CRM campaigns, programs, channels, campaigns, customer groups, and segments are performing.
- Working closely with the Marketing, Data Engineering and CRM Marketing operations teams to keep things running smoothly and to bring new ideas to life.
SUCCESSFUL CRM MARKETING CAMPAIGN STRATEGY MANAGER CANDIDATES HAVE:
- Experience managing large-scale projects and have fierce prioritization and time management skills
- Expertise in email, SMS and push-notification best practices, deliverability and CAN-SPAM regulations
- Experience with A/B testing methodologies
- Must exhibit strong verbal, interpersonal, and written communication skills
- Excellent team player with strong collaborative skills with the ability to work cross-functionally
- Ability to anticipate needs, innovate, and flourish in a fast-paced, global environment
- Min 8 years experience in CRM marketing strategy and campaign planning for email, push notifications, SMS, and In-app marketing
- 3-5 years Experience in Asana, Airtable, Lucid Chart for journey mapping, brief development
- Strong experience working in enterprise CRM systems - Salesforce Marketing Cloud or Braze a plus
- Strong experience with A/B test design and performance measurement, reporting, and analytics
- Advanced segmentation and rule based logic to build "if and then" statements to develop CRM journeys and plans
- Strengths in campaign messaging, positioning, and providing creative direction and feedback
- Excellent collaborator and working across highly cross-functional teams
- You're a CRM expert and understand customer behavior, data and developing CRM automation plans, triggers, and CRM touchpoints to drive user engagement, frequency, retention and loyalty.
- Strong experience with lifecycle and loyalty programs with integrated CRM triggers
- You're a pro at all aspects of CRM campaign strategy planning and management from brief development, Asana requests, and campaign execution
- Bonus points if you're familiar with Salesforce Marketing Cloud Journey Builder or Braze Canvas to develop complex sequences and trigger journeys
- Well-versed in business intelligence, marketing analytics and ecommerce analytics and deep experience with applying analytics to digital commerce or digital marketing.
