CRM and Email Marketing Lead
3 weeks ago
Job Summary:
Duties & Responsibilities:
**STRATEGY**:
- Manage Porter’s CRM lifecycle, developing a comprehensive and robust customer lifecycle plan to deliver a 1-1 experience to our customers
- Collaborate with Marketing, Loyalty, Data and Revenue Management teams to identify segments, design customer journeys and ensure alignment on business needs and requirements
- Acquire new members for the loyalty program by leveraging customer and booking data.
- Increase member’s lifetime value by deploying automated campaigns that guide them through the loyalty program and offer tailored promotions.
- Develop subscription and site visitor login strategies to grow our database and enhance our ability to communicate the most relevant offers to our customers.
- Work with the Data Warehouse and Technology to identify opportunities for technology /data improvements for CRM campaigns
- Work with Analytics, Revenue Management and Data Warehouse teams to enhance targeting criteria and create predictive models machine learning algorithms.
- Collaborate with the Marketing and Creative teams to implement A:B / multivariate testing methodologies to improve engagement and conversion rates
TECHNICAL
- Define the customer data points needed for campaign automation and set up the import process (to Braze) in collaboration with Technology and Data Warehouse teams.
- Manage the design and implementation of complex automated / triggered campaigns, including end-to-end journey building, audience targeting and personalization to ensure the content is targeted, timely and relevant.
- Utilize SQL to extract custom segments and audience insights from database.
- Proactively stay current with the latest CRM, Lifecycle Marketing and Marketing Automation trends, to provide innovative recommendations
- Leverage insights and best practices to continually improve decision-making, processes and campaign development activities and data reporting accuracy
- Implement Tableau dashboards and automated reports with support from Business Intelligence team to track performance of campaigns and KPIs
- Monitoring of vital components of CASL, CAN-SPAM and anti-spam legislations as they evolve so all our practices remain compliant.
- Comply fully with all privacy, confidentiality, marketing permissions, data security and other requirements related to the handling, access and storage of customer data
- Actively participate in Porter’s Safety Management System (SMS) including, reporting hazards and incidents encountered in daily operations; understand, comply and promote the Company Safety Policy
Behavioural Competencies:
**Concern for Safety**: Identifying hazardous or potentially hazardous situations and taking appropriate action to maintain a safe environment for self and others.**Teamwork**: Working collaboratively with others to achieve organizational goals.**Passenger/Customer Service**: Providing service excellence to internal and/or external customers (passengers).**Initiative**: Dealing with situations and issues proactively and persistently, seizing opportunities that arise.**Results Focus**: Focusing efforts on achieving high quality results consistent with the organization’s standards.**Fostering Communication**: Listening and communicating openly, honestly, and respectfully with different audiences, promoting dialogue and building consensus.
Qualifications:
- 4-5 years of experience working with an enterprise-grade CRM system with a detailed understanding of database management, and the design and deployment of a variety of campaign types.
- **_ Advanced_** experience with customer segmentation, targeting and hyper-personalization data
- **_ Advanced_** Excel and data manipulation skills required. Tableau experience preferred.
- **_ Advanced_** ability to use data insights to tell a comprehensive story for executive-level presentations
- **_ Intermediate_** SQL query building skills to leverage database insights
- ** Basic to Intermediate** understanding of digital advertising trends and technologies in acquisition channels (SEM, display, SEO) for collaboration
- Organized with very strong attention to detail
- Proven ability to multi-task, prioritize, and meet deadlines
- Strong written and verbal communication skills
- A bachelor’s degree in business, computer science or similar preferred
Company Description:
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