Job Description

This role is Summary:

The head of CRM is responsible for Customer Relationship Management (CRM) strategy formulation, implementation and measurement across various businesses at Whirlpool. This role contributes heavily to the growth of the business’s site traffic and revenue, working closely with technical, content, and E-commerce & brand leads developing and implementing appropriate strategies to deliver on business objectives. 

Traffic and sales will be achieved through scaled audience targeting and automation.  This position plays a key role in formulating and executing the best and most efficient email, sms, and direct mail strategies, including building advanced predictive models that inform and define audience segments, activating new martech capabilities for automation, and establishing a regular cadence of email design optimizations, editorial planning, and measurement/reporting. 

This individual will be responsible for managing direct reports, responsible for day-to-day tactical implementation including: creative design & development, email and direct mail deployment, overall channel measurement, and activation of new martech capabilities. This person will also be accountable for investment/revgen and performance/outlook management for this discipline & team. The entire team is ultimately responsible for discovery of new growth opportunities, and presenting to cross-functional teams. This is a high-profile position that interacts across all .com teams and at various levels in a fast-paced, ever-changing environment.

A successful candidate will demonstrate an advanced understanding of CRM strategy & tactics, content marketing,  audience modeling, as well as take a straightforward approach to the CRM industry and future of this discipline. He or she must have prior management experience with excellent analytic capabilities, keen business judgment, and the ability to work comfortably in a fast-paced environment.

Your responsibilities will include:

Lead accountable for team ideation & execution of CRM strategy, management, activation & reporting across Whirlpool Corporation portfolio of brands. Deliver a robust email automation plan to hit revenue goals.
Be the thought leader and subject matter expert in this discipline - define the right strategy and measurement plan to deliver on business objectives. 
Lead team through bi-weekly sprint planning, who is responsible for prioritizing the backlog, clarifying user stories and acceptance criteria, and using collaboration tools (e.g. Jira, Confluence, and Smartsheets) to facilitate WIP.
Develop a value-creating and Customer Experience (CX)  focused (batch/ad hoc and drip/automation) communication strategy activated through email, SMS, and direct mail to create an ongoing, relevant connection with consumers and improved lifetime value. 
Lead audience strategy & development for email, direct mail, and SMS; lead team to work with content, growth, and conversion leads to drive creative development and message set-up.
Build an aligned on, always-on  promotional strategy leveraged across digital channels to convert prospects to buyers and buyers to repeat buyers. Establish a test and learn approach to understand consumer responses to marketing messages and incentives along the buying journey; analyze effectiveness and profitability.
Manage multiple agency relationships across analytics, creative, campaign management, and deployment to bring promotional, lifecycle, and journey experiences to life. 
Drive eCommerce customer loyalty strategy; define the loyalty opportunities in this space, and strategy with the goal of driving  & measuring customer retention and profitability. 
Work cross functionality to evolve technology and operations to support the vision and deliver the consumer value proposition. 
Define KPIs and business objectives of the CRM programs; develop metrics and reports, including a weekly scorecard for KPI tracking. Measure campaigns and deliver meaningful real-time insights. Leverage insights and industry trends to optimize strategies and tactics.

MINIMUM REQUIREMENTS:

Bachelor’s Degree in Marketing, Communications, Computer Science or Business 
4+ years’ experience managing CRM programs across email and/or paid media platforms. 
2+ years’ experience managing multiple teams (direct and indirect) and projects 
Experience managing & segmenting first-party (1P) data audience

Preferred skills and experiences:

Digital certifications
Experience in eCommerce industry 
Familiar with agile methodologies including scrum management via project planning tools such as Jira
Leadership to drive product excellence and garner team alignment
Written and verbal communication skills
Direct mail experience 
Product experience with Adobe Marketing Cloud