CRM Program Lead
A+E Networks
New York, NYThis was removed by the employer on 11/11/2014 1:46:00 PM PST
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Full Time Job
CRM Program Lead (Temporary)
POSITION SUMMARY:
Lead consumer-facing CRM efforts across A E's portfolio of networks. Utilize a data-intensive approach to driving tune-in, with focus on hyper-targeted online advertising as well as personalized email communication. Leverage both A E's first-party data and third-party data partners to engage and retain audiences across A E's tv networks, websites, apps, games and social platforms.
PRIMARY DUTIES
LEADERSHIP
•Lead the strategy and execution of enterprise CRM program, serving as internal CRM subject matter expert (SME) and evangelist
•Partner with Marketing, Digital, Tech, Research, Creative, Product Development, UX, and Legal to promote CRM best practices, and ensure that CRM efforts are aligned with broader strategic priorities
•Leverage registration data, behavioral data, social data and 3rd party data partnerships to build strategically targeted marketing campaigns that promote A E programming and drive tune-in
•Manage cross-functional team 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 login
•''Own'' the user experience throughout the registration process, along with intercepts, sweepstakes, preference management and other opportunities to initiate relationship with viewers
•Assign viewer affinities at the program, genre and network level by mining behavioral data and leveraging third party data partnerships
•Test and optimize acquisition funnel, while improving each stage of consumer journey from sign-up to superfan
ENGAGEMENT
•Collaborate with Consumer Marketing teams and agency partners to enhance targeting of online campaigns
•Harness CRM data to refine retargeting strategy and lookalike models, while increasing relevancy of A E media to potential viewers
•Pursue data partnerships and programmatic buying opportunities across display, video, mobile, native and connected devices
•Support the development and growth of the A E email marketing program, driving increased engagement via CRM-focused segmentation and personalization
DATA AND ANALYSIS
•Drive measurable results, regularly assessing lift in Nielsen Ratings driven by CRM program
•Define and monitor 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
Note: This is a non-staff position, with potential for long-term engagement, based in the A E Networks' New York office.
Required Experience:
•Bachelor's degree (MBA preferred)
•10 years Marketing experience, with minimum 5 years in a Digital Marketing or CRM/Database Marketing management role
•Intimate knowledge of direct marketing best practices in the digital ecosystem: customer acquisition, email marketing, retargeting, lookalike modeling, multivariate testing, content personalization, advanced segmentation, SEO, SEM, SMO, etc.
•Working knowledge of the contemporary ad tech landscape: DMPs, DSPs, SSPs, ad exchanges, programmatic buying / selling, RTB, etc.
•Familiarity with the technical underpinnings of a digital CRM program: ETLs, BI tools, tag implementation, device syncing, etc.
•Analytic thinker with extensive quantitative marketing and/or business intelligence experience
•Comfortable buying media across video, mobile web, and mobile app platforms in addition to display
•Proven leader with entrepreneurial spirit and extraordinary communications and interpersonal skills