Eddie Bauer

  • Marketing Analytics Manager

    Location US-WA-Bellevue
    Job ID
    2019-10249
    Category
    Marketing
  • Overview

    Lead and develop an evolved customer retention touchpoint strategy across digital and Direct Mail Marketing channels, with a focus on key milestones in the customer lifecycle. Within the overarching touchpoint strategy, manage and optimize the DM program goals, segmentation, and results.

    Responsibilities

    Lead and develop an evolved customer retention touchpoint strategy across digital and print marketing channels.

    • Develop a touchpoint strategy to engage, retain, and reactivate customers during key milestones of the customer lifecycle across both digital and direct mail marketing.
    • Identify key customer segments and corresponding business opportunities for prioritization across the Retention team.
    • Based on analytical insights, identify opportunities to incentivize customer behavior via the right marketing channels and levers. 
    • Drive optimization of the program by testing into lifecycle-based touchpoints, and strategic content variations.
    • Actively monitor competitive landscape and industry standards; and rapidly integrate best practices.

     

    Manage the Direct Mail Marketing program goals and segmentation.

    • Develop a DM touchpoint strategy that complements digital reach to drive the highest incremental gains. Align strategy with overarching business and retention goals.
    • Develop financial goals and define KPI’s for short and long-term measurement.
    • Own the customer segmentation selection for each DM lever, in partnership with Analytics partners. 
    • During the customer selection process, own and deliver the segmentation selection file for execution.
    • Seek efficiencies and optimize the selection process.

     

    Test & analyze performance of marketing channels and touchpoints

    • Based on key insights and business opportunities, build a long-term test plan to inform the cross-channel retention strategy.
    • Collaborate cross-functionally to test into new triggers, formats, and content variations to drive strong business and retention results.
    • Create financial forecasts on both annual and tactical levels.
    • Present program performance and financial forecasts to executives.  

     

    Develop and streamline reporting across Retention functions

    • Own the optimization and delivery of retention-wide reporting across Email and Direct Mail marketing programs.
    • Partner cross-functionally to update reporting across the team to ensure regular visibility of top KPIs.

     

    Leadership Expectations:

    • Operate with the highest level of conduct, integrity, and confidentiality; setting the example for leaders and associates.
    • Develop and nurture strong cross functional partnerships; driving business results and inspiring a culture of transparency, collaboration, and accountability.
    • Serve as an Eddie Bauer advocate in the industry and marketplace.
    • Recruit, identify, develop, and retain talent that delivers performance excellence.
    • As a manager, serve as a leader of company culture, norms, and conduct.
    • Ability to balance a strong management presence with a high level of approachability, encouraging and eliciting associate feedback and interaction.

    Qualifications

    • 4 year degree in related field or equivalent work experience.
    • 7+ years of experience in marketing analytics or business management.
    • Direct Mail Marketing experience is a plus.
    • Proficient in Microsoft office tools.
    • Demonstrated knowledge of retention marketing.
    • Proven ability to drive measurable results through customer marketing efforts.
    • Strong analytical skills, including experience with attribution methodologies. Ability to convert data into actionable insights.
    • Ability to forecast program performance and build basic financial modeling.
    • Detail-oriented and highly organized with ability to effectively manage and prioritize work.
    • Strong written and verbal communication skills, including ability to present to executive and senior leadership.
    • Project management skills with proven ability to lead cross-functional teams and a direct report.

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