Sr. Manager, Customer Relationship Marketing

Job Summary

Giant Eagle is looking for a Sr. Manager of CRM to join the Customer Loyalty, Engagement & Retention team. You will be responsible for the end-to-end customer lifecycle strategy across myPerks, Giant Eagle, GetGo, Pharmacy, Curbside, Gift Cards and all lines of business. This role will lead all CRM strategies and capabilities to engage, retain, and grow our existing base of 4 million households and onboard newly acquired customers.

Job Description

• Experience Required: 7+ Years of Email/CRM, lifecycle strategies, and/or channel management

• Experience Desired: B2C or retail experience preferred

• Experience Required: Leading and managing a team of direct reports and being responsible for their development

• Education Desired: Bachelor's Degree in Marketing, Business or related field

• Previous experience using CRM tools such as Salesforce, Adobe, Marketo)

Job Responsibilities

• Lead customer lifecycle strategy across 4 million customers across all customer journey opportunities and touchpoints - onboarding, loyalty and retention, customer growth, breadth/frequency/spend growth, non-purchase engagement (profile, digital engagement, referrals), declining and lapsed campaigns, churn models, and more.

• Manage team of 5+ lifecycle channel strategists and owners across email, SMS and push, Catalina receipt capabilities, and direct mail including standalone pieces, seasonal multi-vendor mailers and personalized customer behavior campaigns.

• Lead loyalty customer lifecycle campaigns along with myPerks coalition model enabling customer journeys across gamification, payment engagement, 150+ third party partners, and monetization opportunities.

• Partner with key stakeholders to build and develop strategic plans leveraging CRM/owned channels across the business

• Driving owned channel automation strategy and execution to support campaigns across the customer lifecycle

• With Marketing Operations, monitoring email deliverability, list building and overall channel health

• Manage and develop direct report(s) to execute on campaign strategies, new initiatives, and day-to-day needs.

• Manage the overall owned channel calendar for partnership placements, including aligning with key partners to develop strategic plans for channel monetization

• Partner with the digital creative team to ensure we are leveraging best practices for all asset creation and development

• Implement a cohesive testing plan across workflows, promotional campaigns, and customer journeys to drive conversion optimization and additional learnings

• Lead personalization efforts and roll out a personalization roadmap across owned channels

• Develop, execute, and communicate a long-term lifecycle strategy while also balancing immediate priorities and opportunities.

• Develop targeting, segmentation, and testing strategies for key cohorts/segments across the customer lifecycle. Map customer journey. Partner with analytics and data science to deep dive into insights and past learnings to develop a strategy to support key segments (as well as develop and test new segments) within the lifecycle to drive growth across the business.

• Partner with analytics and data science to establish measurement frameworks to monitor segment growth and trends and establish success metrics that capture the impact of our programs. Understand and communicate program impact on customer lifetime value as well as performance of CRM automated programs. Use test and learn approach to test programs and scale across lines of business. Weekly monitoring of results with monthly/quarterly/yearly report outs and accountability for KPI targets

• Identify lifecycle opportunities and prioritize based on business priority, ROI, and ease of execution to develop lifecycle release plan. Partner with lines of business to understand new features to be integrated into lifecycle communications. Develop briefs and bring always on programs to life through our creative and operations processes. Partner with performance marketing to

activate paid components to programs.

• Advocate and educate lifecycle marketing across the organization. Effectively communicate across the organization, sharing project updates and results, demonstrating the impact of lifecycle campaigns on the business