Sr Director, Crm & Digital Audience Data Strategy

Full Time Job
POSITION SUMMARY

Lead consumer-facing CRM efforts across A E's portfolio of networks (A&E, HISTORY, LIFETIME, FYI). Utilize a data-intensive approach to drive both linear tune-in and digital viewership, with focus on hyper-targeted online advertising and personalized email communication. Partner with Digital Sales team to deliver incremental revenue by creating digital ad products that leverage advanced targeting capabilities. Harness A E's first-party data along with third-party data partnerships to engage and retain audiences across A E's tv networks, websites, apps, games and social platforms.

LEADERSHIP
• Lead the strategy and execution of enterprise Addressable Audience / CRM program, serving as internal subject matter expert (SME) and evangelist
• Leverage registration (declared) data, behavioral data, social data and 3rd party data partnerships to build strategically targeted marketing campaigns and targeted audience clusters that promote A E programming, drive linear tune-in, deliver incremental digital viewers, and amplify subscriber acquisition efforts for A E's streaming products
• Develop & maintain advertiser-friendly audience segments. Build data-driven ad products (1st party data match, attribution to offline sales, etc.) in collaboration with A E Sales team
• Partner with Sales, Marketing, Digital, Tech, Research, Creative, Product Development, UX, and Legal to promote Addressable Audience / CRM best practices, and ensure that efforts are aligned with broader strategic priorities
• Oversee CRM operating budget and multiple direct reports, as well as external vendors, agencies, and consultants

ACQUISITION
• Identify timely and relevant opportunities across all touch points (tv, web, mobile, social, connected devices) to engage users, promote registration, and encourage SSO login
• ''Own'' the user experience throughout the registration process, along with intercepts, sweepstakes, preference management, events, affiliate, ecommerce and other opportunities to initiate relationship with viewers
• Test and optimize acquisition funnel, while improving each stage of consumer journey from sign-up to superfan

ENGAGEMENT, RETENTION & MONETIZATION
• Ownership of A E's Digital DMP, including data collection, audience segmentation, and activation of DMP segments across sales, marketing and engagement initiatives
• Harness CRM data to refine retargeting strategy, cross-device and lookalike models, while increasing relevancy of A E media to potential viewers
• Pursue data partnerships and programmatic buying / selling opportunities across display, video, mobile, native and connected devices
• Partner with Digital Product and UX teams to build recommendation engines and personalization solutions that drive incremental engagement
• Oversee the development and growth of the A E email marketing program, driving increased engagement via CRM-focused segmentation and personalization

DATA AND ANALYSIS
• Create a suite of reports and insights ranging from Excel one-sheeters to Tableau dashboards
• Define, monitor and visualize success metrics, generating easily digestible executive reports with actionable recommendations
• Collaborate with tech team to monitor data feeds and implement best practices in data hygiene, with emphasis on data processing, cleansing, security and compliance
• Support enterprise multiplatform data & targeting initiatives by integrating Digital & CRM data sets into broader Linear / Set Top Box / Smart TV data ecosystems
• Drive measurable results, regularly assessing lift in Digital sales revenue, SVOD subs, Digital Viewership and Nielsen Ratings attributable to CRM program

Qualification Requirements
• Bachelor's degree (MBA preferred)
• 10 years experience, with minimum 5 years in a Digital Marketing, Digital Sales or CRM/Database Marketing management role
• Intimate knowledge of direct marketing best practices in the digital ecosystem: customer acquisition, email marketing, retargeting, lookalike modelling, multivariate testing, content personalization, advanced segmentation, SEO, SEM, SMO, etc.
• Extensive hands-on experience with data management platforms (DMPs) like Krux, BlueKai (Oracle), Adobe Audience Manager or Lotame
• Working knowledge of the programmatic ad tech landscape: DSPs, SSPs, Ad Servers, and other key players in the Lumascape
• Familiarity with the technical underpinnings of a digital CRM program: ETLs, BI tools, tag implementation, double blind ID matching, cross device user identification, etc.
• Comfortable buying & selling media across video, mobile web, mobile app and connected device platforms. Versatility to tackle both sell-side and buy-side challenges on a daily basis
• Analytic thinker with a passion for data-driven strategy and extensive quantitative marketing and/or business intelligence experience
• Capable of developing big-picture strategic vision, while unafraid to jump into the weeds to identify solutions that push projects forward on budget and on schedule
• Proven leader with entrepreneurial spirit and extraordinary communications and interpersonal skills

Educational Requirements #LI-POST Other Skills and Knowledge TBD Company Overview:

A E Networks is proud to be an Affirmative Action/Equal Opportunity Employer/Disabled/Veterans