JOB SUMMARY

The Senior Strategist, CRM provides cross-channel, data-driven CRM strategy development to reach our key customer audiences. This role is responsible for overarching (portfolio) strategy development, account/market level strategies and opportunity identification for direct marketing programs across channels. These programs will support complete customer lifecycles: pre-purchase to post-purchase to ongoing engagement, preference and loyalty.
The ideal candidate should have experience developing audience insights based on owned data, establishing and managing program engagement strategies and deriving insights from campaign performance. They should be comfortable navigating ambiguity and providing clarity and focus for cross-functional teams. They should be detail oriented with an ability to maintain a view of the big picture and a have a deep understanding of bringing to life consumer engagement strategies through owned channels including email, direct mail, SMS, push, direct campaigns and others. In addition to owned channels, the ideal candidate should be familiar with the addressable paid media environment and opportunities to orchestrate end-to-end consumer experiences across channels (e.g., social, search, programmatic OLA/OLV, etc.).

Education

• Bachelor’s degree in marketing or related field

Work Experience

• 5–7 years developing and managing CRM programs (including email, push, direct messaging, and other owned channels) at an agency, consultancy or within a marketing department

Required Licenses/Certifications

• Certifications in CRM software (Salesforce – strongly preferred)

Additional Knowledge, Skills and Abilities Required

• Develop and execute overarching CRM strategy tied to business and customer goals, clearly articulating the role and value
• In partnership with Business Intelligence, analyze and action customer health/value metrics as part of overall marketing KPIs and reporting, including: New vs Established Targets/Volume/Cost, Customer Lifetime Value, Retention/Repeat Rate, Churn/Lapse Rate
• Align and partner closely with Business Intelligence team to unify the integration and integrity of data across platforms, and measurement and analysis standards for CRM
• Develop direct marketing CRM plans across email, direct mail, push, SMS, and other owned channels to enhance overall performance across markets including insight definition, audience approach, program strategy, creative briefing, and performance/reporting insights.
• Design and implement market-level customer segmentation and journey mapping, collaboratively with JV partners, to identify key touchpoints and optimize the customer experience to centralize and share across the organization.
• Partner with Data Science & Analytics teams to elevate performance observations into actionable recommendations built on data.
• Support the development of insightful creative briefs to provide focus and direction to creative teams responsible for developing channel-specific and overall campaign/program assets.
• Partner with Chief Strategy Officer and Director of Partnerships to ensure integration, success and growth of value based care (VBC) strategy and programs, collaboratively with marketing/Joint Venture partners’ marketing
• In partnership with IT and Operations, own key customer touchpoints and channels that deliver or have potential to deliver increased value through experience (i.e. mobile app, Virtual platform, etc.)
• Partner with the Paid Media team to develop the integration of CRM with paid media efforts, ensuring a seamless end-to-end consumer experience across channels such as social media, search, programmatic advertising (OLA/OLV), etc.
• Develop a deep understanding of the healthcare/urgent care category and unique business and customer dynamics within the category.
• Stay current on industry trends, emerging technologies, and best practices to continuously improve program effectiveness and consumer experience.
• Manage and mentor a team of professionals, identifying opportunties and rationale for future team growth.
• Ensure that CRM efforts are aligned with overall company goals, delivering measurable business outcomes (increased revenue, brand awareness, reputation).
  Note: This job description is not inclusive of all the duties of the position. You may be asked by leaders to perform other duties. Management reserves the right to revise this position description at any time.