Job Description

Description

ABOUT BLUE BUFFALO

Founded in 2003 in Wilton, Connecticut, Blue Buffalo is the leader in premium quality, all-natural pet nutrition. Our brand has experienced double and triple-digit annual growth over the past several years through strong ads, strategic marketing programs, and innovative product releases.

PURPOSE OF ROLE

"Love Them Like Family, Feed them Like Family".

This is an exciting time to be part of the Blue Buffalo family, as the company is on a journey to revolutionize relationships with consumers (Pet Parents). This role is key to Blue Buffalo's growth strategy: cultivating deeper, more meaningful relationships with consumers (Pet Parents) that will drive incremental value and loyalty to Blue Buffalo. Blue Buffalo wants to be there to support consumers (Pet Parents) during all the moments that matter in their lives, so more Pet Parents who love them like family can feed them like family.

We are seeking a Sr. CRM Manager to join our Blue Buffalo Consumer (Pet Parent) Engagement team and report directly to the Digital Marketing Lead. This role is key to Blue Buffalo's strategy moving forward and will revolutionize how Blue Buffalo acquires relationships with consumers (Pet Parents) moving forward. The role will oversee the strategy, the business partnerships, and influence the technology solutions that drive our relationship management. The Senior CRM or Pet Parent Relationship Management (PPRM) manager, will help facilitate growth by curating relevant experiences specific to each household that enrich the Consumer's (Pet Parent's) Moments that Matter (big or small) and drive incremental value and loyalty to Blue Buffalo. This role will also define how Blue Buffalo will orchestrate CRM (PPRM) communication strategies across key marketing channels to increase consumer (Pet Parent) acquisition and retention with the goal of increased monetization and achieving annual business targets.

KEY ACCOUNTABILITIES

* Lead, manage and evolve Blue Buffalo's CRM Team with vision and expertise. Overseeing and guiding day-to-day team efforts and ensure activities are progressing against defined timelines and goals.
* Define Blue Buffalo's multi-channel CRM acquisition strategy and provide the related business justification, prioritization, and dependencies.
* Develop annual CRM communications plan, budget and agreed upon objectives.
* Define priority audience segments for acquisitions and the journeys to put into market.
* Create messaging across channels, both online and offline, strategically tailoring to different audience segments.
* Perform customer data analysis and segmentation to aid in development and implementation of cross-channel marketing strategies.
* Guide development (best practices) and targeting criteria for all BLUE's CRM campaigns, based on promotion, data availability, and past performance.
* Work closely with channel leaders and cross-functional teams to evaluate effectiveness of consumer (Pet Parent) communications activities and provide recommendations to improve results.
* Analyze and leverage performance data to both identify optimization within the current business and uncover new opportunities for growth.
* Grow LTV of consumers (Pet Parents) through acquisition and the development of retention programs.
* Measure incrementality for CRM for consumer (Pet Parent) LTV in conjunction with the Sr. Performance & Optimization Manager
* Responsible for facilitating consumer (Pet Parent) acquisition and building an identifiable and actionable community of consumers (Pet Parents) & Pets.
* Activate audiences across the current Blue Buffalo ecosystem and future-state digital experiences.
* Lead the CRM team in the daily management and execution of the multi-channel CRM plans for Blue Buffalo (including but not limited to email and social) to increase consumer LTV, build lasting consumer (Pet Parent) relationships and create consistency in all consumer (Pet Parent) contact.
* Own the full lifecycle of customer touch points, consistently seeking new and innovative ways to leverage data and content to ultimately deliver hyper-focused and effective Brand, Creative and Content teams.
* Integrate cross-channel touchpoints to deliver new CRM strategies and activation of multi-channel CRM programs and campaigns to achieve business goals, while using advanced analytics and AI to optimize existing campaigns.
* Collaborate with Performance Optimization and Channel Digital Activation to ensure that communications are sent at the right time, with the right message, across the right channels based on signals, data, and consumer (Pet Parent) needs.
* In coordination with internal Performance Optimization team, articulate and present data analyses and insights effectively to the team and to key stakeholders.
* Partner with Performance Optimization and Channel Digital Activation teams on test and learn strategies and plans.
* Orchestrate in-depth CRM performance and consumer (Pet Parent) data analyses that will directly impact strategy and the program roadmap.
* In partnership with Channel Digital Activation team, define CRM campaigns (pilots and ongoing campaigns).
* Grow database through the enrichment of profiles by working with 3rd party vendors.
* Manage the day-to-day relationship with the business services agency including the strategy, execution and testing of all emails and other multi-channel communications.

OTHER RESPONSIBILITIES AS REQUESTED:

* Enable the strategy for driving CRM outcomes within BLUE's community
* Stay up to date on latest trends, technologies and developments within digital marketing and competitive landscape; research and integrate relevant best practices, industry trends and platform updates

QUALIFICATIONS:

* Bachelor's degree in marketing or related area.
* Minimum 8-10 years' experience in CRM marketing, social marketing, database marketing, and/or loyalty marketing
* Experience supporting personalized campaigns (1 to 1) for customers
* Experience driving multichannel activation (email, push notification, app offers, etc.)
* Experience managing, planning and executing CRM with measurable outcomes
* Deep knowledge of how to leverage CRM/engagement marketing technology to drive business results, including CRM databases & ESP/Marketing Automation System and DMP best practices

PREFERRED SKILLS, COMPETENCIES AND EXPERIENCE:

* Positive attitude, leadership qualities, and flexible team-oriented approach to working with others
* Experience managing large scale CRM programs and teams
* Demonstrated partnership with cross-functional teams
* Deep understanding of customer data and appending first party data with other sources; experience with 1st party, 2nd party 3rd party data
* Deep knowledge of message personalization and execution best practices
* Ability to translate strategy into tactical executions
* Experience structuring and executing multi-faceted plans
* Track record of close collaboration with creative partners to bring holistic ideas to life
* Experience with agency leadership and strong CPG team leadership
* Must be able to work in an environment with free-roaming companion pets; pet enthusiast preferred

The location for this role is Wilton, CT. Please know the health and safety of our employees is always our primary concern. As the organization continues to navigate its response to the complex and evolving COVID-19 pandemic, we anticipate that the majority of us will continue to onboard and work from home. Candidates can expect that any travel will be delayed until COVID travel restrictions have lifted.

COMPANY OVERVIEW

We exist to make food the world loves. But we do more than that. Our company is a place that prioritizes being a force for good, a place to expand learning, explore new perspectives and reimagine new possibilities, every day. We look for people who want to bring their best -- bold thinkers with big hearts who challenge one other and grow together. Because becoming the undisputed leader in food means surrounding ourselves with people who are hungry for what's next.