Director, Loyalty & CRM
Company: CKE Restaurants, Inc.
Location: Franklin
Posted on: February 22, 2021
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Job Description:
Position SummaryThe Director, Loyalty and CRM will drive sales
and brand affinity by leading customer engagement and retention
initiatives across key digital touchpoints including CRM and
loyalty rewards program. This role will be influential in the
design, implementation and rollout of the customer lifecycle
management approach and will use data and insights to develop and
optimize value-creating programs. The right candidate will be
customer-obsessed, designing a best in class guest experience that
will differentiate the brand from the competitive set and drive
loyalty, advocacy and repeat purchase. This newly created position
will be a highly visible one within the CKE Restaurants
organization, and will be responsible for working collaboratively
across multiple functions including IT, brand marketing,
operations, media, corporate strategy and consumer
insights.Essential FunctionsMay perform any or all of the following
duties:? Be a key contributor to the vision, strategy, plans, and
roadmap for a newly created loyalty and CRM program while working
collaboratively with cross-functional teams on implementation and
execution? Develop strategies and set priorities that drive
acquisition, deeper brand engagement and lifetime value of CRM
database and loyalty members? Partner with digital experience and
IT teams to ensure ongoing development of loyalty strategy is
aligned with technical requirements for the app, website and
martech stack; partner closely to mitigate any issues impacting the
experience? Develop and implement a cross-channel CRM strategy
focused on driving engagement and loyalty with new and existing
guests? Oversee the activation of loyalty initiatives including the
execution of lifecycle and promotional campaigns through email, SMS
text, app and other channels as they are developed? Become the
internal champion for loyalty marketing by presenting proposals and
updates to senior management and consult with franchisee
representatives to secure support and operational execution of
loyalty and digital promotional strategies? Continuously evaluate
and optimize loyalty and CRM programs to drive usage and maximize
profitability? Leverage research and insights to map customer
journeys and develop segmentations? Build and develop a team of
experts in the digital marketing, CRM and loyalty function? Work
closely with broader marketing team to ensure the CRM and loyalty
strategy addresses annual business goals and 18 month marketing
calendar? Lead day-to-day priorities for segmentation, campaign
planning and delivery against strategy, including oversight of
vendors and creative? Collaborates with internal teams to identify
opportunities to enrich/cleanse current data for the purposes of
developing effective marketing communication and deploy acquisition
tactics.? Oversees measurement and analytics of key CRM metrics to
ensure maximum Customer Lifetime Value, high performing campaigns
and progress against KPIs. Creates presentations that provide
actionable insights for ongoing optimization.Position
Qualifications/Core Competencies? Ten (10) years of experience in
marketing or digital strategy, with direct experience managing
and/or developing loyalty and CRM programs, retail and/or QSR
experience a plus? Demonstrate a commanding knowledge of
CRM/loyalty technology and CRM/direct customer marketing programs
across paid and owned channels? Exhibit strong analytical abilities
for synthesizing complex data and translating business needs to
technical terms? Strong financial acumen, P&L experience, agile
decision-making, ability to formulate a strong POV and adjust plans
strategically in a changing environment.? Ability to thrive within
an organization with a high degree of ambiguity and fast pace;
organizational aptitude; ability to multi-task and manage
high-visibility function.? BS degree in Business, Marketing or
related field required. MBA preferred but not required.WORK
ENVIRONMENT? Corporate Office fast paced, high volume of activity
and a deadline driven environmentPHYSICAL DEMANDS? Sitting for
extended periods of time, using telephone, typing and/or operating
a computer and/or mouse? Travels as needed approximately ten
(10)%THE COMPANY RETAINS THE RIGHT TO CHANGE OR ASSIGN OTHER DUTIES
TO THIS POSITION AS DEEMED APPROPRIATE WITH OR WITHOUT NOTICE.
Keywords: CKE Restaurants, Inc., Franklin , Director, Loyalty & CRM, Executive , Franklin, Tennessee
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