Director, Database Marketing & Campaign
JOB SUMMARY
The Dir, Database Marketing & Campaign Management will develop and maintain operational data that supports campaign delivery and analytics; enrich the marketing database with 1st party and 3rd party data for the purposes of improving targeting, analytics, modeling, privacy permissions, and segmentation; and develop campaign automation to support marketing communications through direct and owned media tactics.
The leader will partner with other Marketing teams and work cross-functionally with Product and Technology, Business Intelligence, and Digital Service & Customer Experience, to execute immediate and long-term customer and revenue goals. This leader will participate in innovation projects that streamline Database Marketing operations, improve targeting, and improve the data assets used by Marketing.
MAJOR DUTIES AND RESPONSIBILITIES
Actively and consistently support all efforts to simplify and enhance the customer experience.
Management responsibility for processing and delivering leads to Marketing teams for the execution of customer segmentation and contact strategy activities essential for marketing campaigns, and the attainment of associated sales and revenue plans and customer notification requirements.
Ensure attainment of list quality, quantity, and timeliness inherent in the sales and marketing plans, through the utilization of sophisticated targeting methodologies within an adaptive learning environment designed to ensure continuous improvements.
Partner with marketing leaders to expand established database marketing processes to additional tactics. Lead ongoing data and processes enhancements by overseeing internal teams and vendors. Participate in the long-term transformation of the broader marketing technology ecosystem to positively impact sales and revenue outcomes.
Manage database structures, including the use of ETL for moving data across various environments; performing data hygiene and validation; and appending records as required for analytics.
Acquire key talent when needed through the hiring of high-performing and dedicated database marketing experts with world-class experience, knowledge, execution and overall marketing leadership within the industry. Manage the existing team’s performance, development and growth.
Manage resources in a matrixed organization and oversee work performed by vendors who support tactical day-to-day operations and implementation of new database marketing capabilities.
Keep abreast of key industry and product trends, including both within database marketing and within the discipline of direct marketing in general.
Other duties as assigned.
REQUIRED QUALIFICATIONS
Required Skills/Abilities and Knowledge
- Ability to read, write, speak and understand English
- Ability to document, prepare and present data-driven presentations
- Ability to analyze and interpret data, including customer analysis/modeling for product use
- Ability to identify analytical requirements for understanding shortfalls/excesses to appropriate marketing plans, campaigns, programs and initiatives
- Knowledge of program testing, tracking, profiling, targeting, metrics and analysis
- Ability to formulate simple solutions for complex problems
- Ability to manage all phases of a large project from beginning to end with significant autonomy
- Proven negotiation skills
- Proven ability to manage multiple priorities, projects, and deadlines with strong organizational skills
- Advanced knowledge in creating operational segmentation design, campaign cadence, and workflow execution
- Knowledge and first-hand familiarity with direct tactics and execution best practices
Knowledge of multi-channel marketing strategies, including email, direct mail, telemarketing, digital and media - Expertise in 3rd party data providers and data enrichment strategies and techniques
- Ability to use personal computer and software applications (i.e. word processing, spreadsheet, etc.)
- Understanding of campaign delivery platforms
- Ability to use SQL to analyze, combine, and update large datasets
- Advanced understanding of database technologies and ETL processes
- Ability to supervise and motivate others to cultivate a high-performance culture
- Ability to adapt to and foster change with a positive attitude, solutions-oriented mindset
- Ability to execute with honesty, integrity, and ethically in all business practices
Required Education
- Bachelor´s degree in Marketing, Communications, Business, Management or related field
Required Related Work Experience and Number of Years
Leadership experience - 5+
Overall Marketing or Analytics Experience - 10+
Database Marketing, Campaign Development, or Data Analytics - 5+
Direct Marketing experience - 7+
Experience with marketing automation platforms - 5+
Experience with using SQL to analyze data - 5+
PREFERRED QUALIFICATIONS
Preferred Skills/Abilities and Knowledge
- 5+ years of project management experience
- 5+ years of process optimization experience
- Cable, Internet, Mobile, Media, and/or Utility industry experience preferred
- Advanced SQL and data analysis skills
- Experience with HCL Unica and/or similar marketing campaign automation tools
Preferred Education
- MBA or PhD
WORKING CONDITIONS
- Office environment
- Minimal travel as needed
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