As a Sr. CRM & Customer Analytics Manager, you will play a critical role as a strategic leader in managing Cardinal Health's relationship with its Pharmaceutical customers, driving both revenue and engagement. The Sr. CRM & Customer Analytics Manager will help the team optimize performance and develop new campaigns driving members through the purchase funnel and engaging them throughout the customer lifecycle. You will serve as a subject matter expert on personalized B2B user experiences, communications, and engagement, ensuring all campaigns are executed with a high degree of accuracy and effectiveness. The ideal candidate will have a combination of ecommerce and email marketing experience, analytics expertise, product management, and project management skills. Additionally, this candidate should have experience managing a team of analytics experts.
This role will focus on leveraging customer data to drive personalization across all customer touchpoints, as well continually adopting new and innovative technologies that allow us to most effectively leverage data to benefit our customers. This includes establishing KPI's that allow the team to analyze experiences and campaigns, as well as management of best practices for segmentation, targeting and performance measurement. Additionally, the Sr. CRM & Customer Analytics Manager will be responsible for developing and delivering actionable, strategic and data-driven recommendations that improve the profitability of our marketing programs and other customer-focused business initiatives to support an integrated direct marketing program. The right candidate is able to think strategically and tactically and has a relentless drive to continue to improve the business performance through ongoing learnings and insights.
Combine advanced statistical techniques, direct business experience and computer programming skills to analyze business problems, craft solutions and make clear business recommendations.
Design, develop and implement a customer segmentation system and targeting for each segment. Identify customer lifecycles, calculate LTV and develop key customer segments.
Develop CRM and email communication plans that improve lifetime value of existing customer relationships, optimizing contact cadence on both stand-alone and print-integrated schedules.
Develop and implement a customer contact strategy across all channels. Ensure that the marketing investment is consistent with the expected return on investment.
Partner with key stakeholders to develop and manage automated lifecycle and ad hoc B2B digital campaigns to continuously improve engagement, retention and revenue
Partner with business stakeholders to create, design and drive a long-term CRM and Analytics strategy/roadmap.
Ensure effective capture and usage of customer data to improve relevance in marketing communications.
Facilitate process development to better leverage data within Cardinal Health's Analytics COE
Initiate and conduct in-depth CRM performance and user data analyses that will directly impact strategy and the program roadmap
Own comprehensive daily, weekly, monthly reporting of CRM performance and build the right dashboards to track and socialize performance
Serve as CRM expert in B2B pharmaceutical user journey and communication platforms that will help provide a better experience for valued customers
Translate business goals into accurate delivery requirements, including but not limited to: specifying required data, segmentation & targeting logic, and dynamic content requirements
Articulate and present data analyses and learnings effectively to the team and to key stakeholders
Develop frameworks, analytics approaches, and processes to operationalize metrics and reports that allow the team to improve performance and advance the company through data insights
Provide in-depth analysis and modeling that provide learnings about ongoing trends, performance against KPIs, potential issues, and new opportunities that will contribute to the company's continued growth
Create and manage the customer retention plan, including the messaging calendar, production, testing/optimization, audience selection, and analysis/key insights, for campaigns across the site, email, app notifications, and other platforms
Build programs and rules in the CRM system using segmentation, personalization, and ongoing analysis of performance to increase customer engagement and LTV.
Identify other opportunities to engage customers along their journey, ultimately increasing CLV, reducing churn and increasing customer satisfaction.
Ensure data is clean and accurate, be the first to uncover any issues with the system or errors in reporting
Ensure appropriate attribution is in place for all marketing metrics and work with Digital Analytics specialist to implement any tags, pixels, etc. required
Develop technical skills of the broader digital marketing team (e.g,. email coding, ESP tool proficiency, SQL)
SKILLS / REQUIREMENTS:
Bachelor's degree with strong academic performance
7+ years of experience in Data Analytics and CRM, eCommerce, business analysis, statistical modeling, data mining, business modeling, marketing, finance, information technology, etc.preferred
Must have strong analytical skills, including the ability to synthesize site and CRM data to understand trends and discover opportunities
Experience leading high-performing teams
Experience with cross-channel lifecycle, retention/CRM experience
Advanced knowledge of web analytics metrics and tools (e.g. Google Analytics, Omniture), advanced Excel skills, intermediate HTML knowledge, Intermediate knowledge of Structured Query Language (SQL) , and Basic knowledge of SPSS and data warehouses
Ability to design, develop, implement and support business reports and reporting capabilities including the design and maintenance of the data systems that generate the reports and/or business analysis.
Technologically savvy, and up-to-date on industry trends/practices
Collaborative and able to work closely and effectively with a variety of functions and businesses
Confident, creative thinker with ability to think outside the box
Excellent presentation and communication skills
Cardinal Health is an Equal Opportunity/Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or protected veteran status.