Senior Manager, Digital Activation, Membership Consumer Engagement

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Purpose & Overall Relevance for the Organization:<

Design optimum digital platform and connect the various consumer engagement experiences across the different sales channels to enable a meaningful view of our consumers' values, desires and habits, leading to multi-channel value exchange between them and our brand.<


Key Responsibilities: < <

Develop strategies to retain and grow LTV of database across all sales generating consumer touch points. (ex-WE CRM JD)< Responsible for customer analytics and behavioral reporting. (ex-WE CRM JD) Manage and evolve CRM program by analyzing membership KPIs to make marketing decisions as needed to ensure success. Track, evaluate and disseminate CRM program learnings / performance; apply learnings to advance and optimize the program. (combination of US CRM + ex-WE CRM JD) Create and implement the plans for rolling out the strategy in close collaboration with the Retail and eCom teams.< Drive quality data capture & enrichment activities and collaborate with internal IT teams to ensure effective and compliant implementation. (ex-WE CRM JD)< Lead Business Operations team to realize the optimum digital platform and deliver/ execute Digital initiatives on it (e.g., Product, Tech, Design, Partners, Innovation)< Partner with IT and external vendors (if/where required) to create the necessary technical infrastructure to support the program.< Own all consumer data, data structure, segmentation.< Set rules of engagement for consumer contact/direct communications in partnership with all stakeholders.< Establish a high-performance culture and drive employee engagement, leading by example.< Look for opportunities to provide cross-functional experiences to identified high-potential talents from both, in and outside of the team.< <

KPIs:< <

NPS (category, key city)< < < CRM KPIs (Opt‘in, Data capture, Lifetime Value, ROI)< <
DTC Net Sales, DCC<

Compliance to MWB guidelines<


Marketing Working Budget management< Execution excellence in brand concepts/stories


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