WHO WE ARE:
Since 1906, New Balance has empowered people through sport and craftsmanship to create positive change in communities around the world. We innovate fearlessly, guided by our core values and driven by the belief that conventions were meant to be challenged. We foster a culture in which every associate feels welcomed and respected, where leaders and creatives are inspired to shape the world of tomorrow by taking bold action today.
JOB MISSION:
We’re looking for a strategic and data-driven CRM Activation Specialist to lead the planning, execution, and optimization of our customer relationship marketing campaigns across all channels. You’ll be the driving force behind personalized and high-performing CRM journeys that deepen customer engagement, boost retention, and enhance lifetime value.
This position combines creativity with data analysis, necessitating an individual who can consider the entire customer journey accurately while delving into segmentation, testing, and performance metrics. You will work closely with internal teams, working on plans to bring quality leads to our database.
MAJOR ACCOUNTABILITIES:
- Develop and implement multi-channel CRM campaigns across the customer lifecycle: onboarding, engagement, retention, and reactivation.
- Work collaboratively with the Email Marketing Lead and Senior Automation Specialist to ensure a consistent marketing approach.
- Execute brand a local marketing data acquisition opportunities across all markets.
- Establish relationships and identify lead gen opportunities in local marketing planning meetings.
- Own the CRM activation calendar, ensuring timely and relevant communications aligned with business goals.
- Build an activation playbook for the GBU, Brand and Local Marketing Managers to use as a guideline.
- Define audience segmentation strategies using behavioural, transactional, and demographic data.
- Monitor campaign performance and deliver actionable insights through A/B testing, reporting, and analysis.
- Manage 3rd party legal T&Cs provider to ensure all activations are legally sound per local regulations.
- Collaborate with brand, retail, data, and creative teams to deliver personalized and impactful messaging.
- Budget management of allocated funds for data acquisition from the CRM Manager.
- Analytics and reporting: Monitor and analyze campaign performance metrics with the support of the CI&A team, providing insights and recommendations to optimize future campaigns and drive continuous improvement.
- Manage the content and creative requests for all activations.
REQUIREMENTS FOR SUCCESS:
- Proven years of CRM experience.
- Consistent track record of delivering successful CRM campaigns that showed measurable impact.
- Experience in CRM/Email Marketing and tools (salesforce, Emarsys, Taelium).
- Experience in customer database management.
- Strong analytical skills and proficiency in tools like excel, Google analytics, BI etc.
- Strong data analysis and segmentation.
- Excellent collaborator and project management skills.
- Passion for customer-centric marketing and continuous optimization.
- Experience with reporting customer database health & campaign performance.
- Experience in Ecommerce, subscription services or related.
- Familiar with personalization engines, CDPs and/or customer journey mapping tools.
- Proficient in English.
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