Sr. Director, Customer Relationship Marketing in Hoffman Estates, IL at Sears Home Services

Date Posted: 6/10/2021

Job Snapshot

Job Description

Req/Job ID: 1004294BR
Employing Entity: Transform SR Holding Management LLC
Employment Category: Regular, Full-time
Job Function: Marketing/Advertising
Store ID: 58490: Sears Roebuck & Co.

Senior Director of Customer Relationship Marketing for Home Services is responsible for developing and executing on the Sears Home Services-wide direct mail, email, mobile marketing plan and driving performance through campaign developers and marketing agency partnerships

Job Requirements

Job Duties/Responsibilities:
• Leads the team that ideates, tests, analyzes, and refines customer journeys within Sears Home Services (SHS) Business Units (BUs,) across HS BUs, and across Transformco BUs to maximize contactability, insight, engagement, conversion, average order value, and lifetime value, using analysis of performance against Key Performance Indicators (KPIs) to measure and adjust strategies
• Builds customer journeys across multiple marketing contact channels including but not limited to direct mail, Short Message Service (SMS,) email, SHS web/app notifications, and messaging apps based on customer lifetime value vs. channel cost, and customer preferences
• Elevates capabilities and testing to leverage best practices and new developments, including but not limited to personalized handwritten or video content, email that renders upon open with one-click add-to-cart/transaction, and channel-specific landing pages
• Collaborates with inbound and outbound contact center leaders to facilitate multi-touch online and offline interactions that maximizes lifetime value while minimizing costs
• Improves metrics via personalization and AB testing by driving personalization based on interest and intent signals from 1st/2nd/3rd party data, including browse behavior and declared preferences or abandon reasons; drives continuous AB testing across every lever, including segments, offers, messages, creative, recency/frequency, and timing
• Collaborates with the Sears Deep Learning Center on 3rd party data appends and predictive and prescriptive models, including next best offer, lifetime value, and lapse/churn risk; collaborates with Shop Your Way (SYW) to leverage customer browse and transact behavior in growing SHS customers and revenue, while also leveraging SHS insights and interactions to grow SYW
• Grows the contactable database by acquiring new leads across owned, earned and paid channels. Reactivates existing leads without opt-in or recent engagement, improving deliverability via email hygiene and email service provider-specific best practices and engagement in between transactions via value-add content
• Develops, executes, and refines customer contact plans that provide value to achieve goals of Business to Business (B2B) partners and service providers and SHS technician recruiting, retention, and referral • Fully maximizes use of current CRM marketing tech and build upon such to elevate volume, sophistication and results, including use of Responsys for eMail and BounceX for remarketing, while improving cost/revenue; tests platform for mobile marketing that works best with existing technology for current and future use cases
• Performs supervisory functions, including but not limited to, making employment decisions regarding hiring, promoting, demoting and terminating, conducting performance appraisals and coaching and developing associates

Job Requirements:
• 10+ years experience in quantitative skills for design, measurement, and interpretation of AB tests • Experience working in CRM campaign multi-channel automation and email/landing page designers, such as Oracle or Salesforce, with the technical learning ability to learn new tools and capabilities
• Previous track record working with email and SMS marketing to improve deliverability, SMS opt-ins and open/click rates
• Familiarity with writing and editing marketing copy and in providing direction and feedback to marketing creative
• Supervisory experience in a marketing environment
• Experience effectively working with outside advertising agencies

Preferred Skills:
• Experience in statistics with ability to query, manipulate, and visualize data
• Ability to design and code emails
• Masters in Business Administration


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