Manager, Global Customer Engagement

  • Company: Fresh
  • Location: United States
  • Business group: Perfumes & Cosmetics
  • Contract type: Permanent Job
  • Function: Marketing
  • Experience required: Minimum 5 years
  • Reference No.: FRSH00134
  • Date of publication: 2018.12.19

Position

MAIN OBJECTIVE

The Manager, Global Customer Engagement, will create and support a comprehensive global strategy to enhance customer engagement and retain customers. The customer engagement team, critical to building a data-driven, customer-centric organization, is committed to creating best-in-class digital experiences. The Manager will lead the efforts to convert insights and ideas into actions with a holistic and creative approach to define the entire fresh customer experience. The Manager will support the Director, Global Customer Engagement, in making recommendations on ideal customer segmentation, lifecycle marketing, insights and behavior analysis, loyalty program, and provide tools and features to create immersive, personalized, long-term customer relationships, with the ultimate goal of delivering a consistent message across all markets and touchpoints. With close collaboration, the Manager, Global Customer Engagement, will with local and regional teams and work cross functionality across departments.

 

RESPONSIBILITIES

 CRM

  • Review and recommend ideal customer segmentation applicable across all markets by understanding customer behavior and profiles
  • Use Adobe Campaign database to draw insight into Fresh data: cross channel purchase patterns, SKU purchasing preference, geographical analysis, etc
  • Ensure consistency and relevancy in global customer engagement messaging
  • Develop and recommend programs for customer on-boarding, lifecycle management, and lapsed initiatives
  • Implement pilot programs when applicable and synthesize results
  • Collaborate with the campaign team to determine applicable CRM tactics and programs

Omnichannel programs and innovation

  • Collaborate with IT, social media, retail, and customer service teams and architect a single-customer view across all digital and physical touchpoints
  • Determine a performance media strategy to target customers based on behaviors and customer insights
  • Develop a clienteling roadmap and tools to help stores succeed
  • Partner with regional counterparts to understand and support them in digital-centric initiatives to bolster customer retention
  • Analyze and develop strategies to optimize Fresh's Loyalty Program within the lifecycle management of highly engaged customers to further drive retention, increased purchase frequency, cross category purchases, IPT and ROI
  • Support implementation of new marketing automation programs using data to personalize communications
  • Conceptualize future CRM capabilities - must stay up to date in next generation customer engagement technology
  • Train and enable customer engagement program users

Insights and Analysis

  • Set KPIs and guidelines for the local markets, create reporting dashboards, and disseminate data to better inform the entire organization
  • Communicate and help lead best practice sharing back to regions and lead markets
  • Keep track of budget, timelines, ROI, and contracts associated with customer engagement programs and projects
  • Run and analyze insight and behavioral studies to enhance existing programs, drive sales, and increase brand loyalty


Profile

  • College degree required 
  • Minimum of 5 years digital marketing/CRM/analytical marketing/eCommerce experience ideally in retail (relevant agency experience considered) 
  • Excellent communication skills (oral and written) 
  • Highly proficient in Excel and PowerPoint 
  • Curious, technology oriented 
  • Champion of customer experience 
  • General affinity and understanding of the luxury consumer
  • Ability to understand and synthesize complex data sets and understand the practical application of data to marketing execution 
  • Demonstrated success of providing creative solutions to difficult problems 
  • Player-coach mindset - able to listen, effectively educate, and influence teams, as well as be willing to take the lead when necessary
  • Experience with Adobe Campaign or other ESPs (email service provider) 
  • Basic understanding of A/B and multivariate-testing, HTML /javascript knowledge, SQL and other query languages is a plus

Additional information

Based in the New York City Office

Apply

Perfumes & Cosmetics

A major player in the perfumes, make-up and skincare markets, the Perfumes & Cosmetics division groups together major historic Houses as well as young brands with strong potential.

Discover the business group