Senior Manager, Crm Audience Segmentation

At Holiday Inn Club Vacations, we believe in strengthening families. And we look for people who exhibit the courage, caring and creativity to help us become the most loved brand in family travel. We’re committed to growing our people, memberships, resorts, and guest love. That’s why we need individuals who are passionate in life and bring those qualities to work every day. Do you instill confidence, trust, and respect in those around you? Do you encourage success and build relationships? If so, we’re looking for you.

This position will be responsible for supporting the strategic vision of Performance Marketing, serving as a day-to-day strategic Audience Segmentation expert. The Sr. CRM Segmentation Manager, must be a champion for Holiday Inn Club Vacations digital customer-journey approach, utilizing and understanding the company’s digital eco-system to allow for business growth and optimization. The Sr. CRM Segmentation is responsible for providing audience segments for communications, data driven insights, and analyses related to evolving the optimal customer framework used to help drive key business decisions and communication efforts. The Sr. CRM Segmentation will also support all Holiday Inn Club Vacations Customer Journey’s and or lifecycle(s) including (acquisition, retention, reactivation) and initiatives executed through Telemarketing and Digital Media Channels such as Web, SMS, MMS, and RVM.

ESSENTIAL DUTIES AND TASKS:

• Develops and owns customer data strategy for the organization including best practices for data acquisition, retention, and enrichment.
• Partner closely with our marketing strategy team to prioritize, define, plan and support journeys that deliver on our brand promises and business objectives. Work with internal and external stakeholders to ensure that behavioral analytics and insights are embedded in decision making.
• Facilitate current & future customer journey mapping and Audience Segmentation workshops that incorporates existing research and analytics on the experience customers have today.
• Develop Audience Segmentations, strategies, and campaigns aimed at supporting the growth and health of our contactable database in various channels.
• Measure and track the performance of how journey builder and automated efforts are impacting our marketing campaigns and customer experience, identifying areas to optimize and improve how we leverage our existing Marketing Cloud environment to engage our leads and owners.

QUALIFICATIONS:

• 3+ years of marketing automation experience; Salesforce Marketing Cloud and service experience preferred.
• Minimum of 2 + years of SQL experience.
• Minimum of 4+ years of related experience in a data insights and analyses related role.
• Experience with developing and evolving customer segmentation frameworks that differentiate customers based on their Purchasing behaviors, preferences, and motivations.
• Experience in deep dive analysis on customer attribute and online/offline behavior data to produce quality insights that drive business strategies and value.
• Partner with internal and external stakeholders to ensure that behavioral analytics and insights are embedded in decision making.
• Experience creating engaging customer Journeys leveraging Enterprise Marketing Automations Software, preferably Salesforce Service Cloud and Salesforce Marketing Cloud.
• Experience using SQL and Microsoft PowerBi to transform, manipulate and analyze customer attribute data. (Including transactions, web browsing, digital media/comms engagement) and turn into revenue driving insights.
• Versed in translating data into actionable insights that can be used as guidance toward developing CRM tactics and multi-channel campaigns that optimize customer retention and life-time value.
• Strong understanding of B2C direct marketing strategy and tactics required, preferably in email marketing for hospitality, travel, retail, or e-commerce company.
• Understanding of the latest data privacy requirements including GDPR and CCPA.
• Possess the ability to clearly communicate complex data and technical information to a diverse group of stakeholders and non-technical staff.
• Self-starter with strong organizational skills and strong attention to detail and work ethic.
• Ability to manage multiple projects simultaneously and work autonomously with minimal supervision.
• Possess well-developed judgment, interpersonal and communication skills.
• Participates in proactive team efforts to achieve departmental and company goals.
• Must have the ability to thrive in a fast paced ever changing work environment as well as a collaborative team atmosphere.
• The ability to thrive in a fast paced ever changing work environment as well as a collaborative team atmosphere.
• Salesforce Marketing Cloud Email Specialist Certification (preferred)
• Salesforce Certified Administrator Certification (preferred)