Who: Tommy Bahama
Position: Database Marketing Manager
Where: Seattle (South Lake Union)
What: Aloha! Tommy Bahama defines relaxed, sophisticated, island-inspired living, with a complete collection of men’s and women’s sportswear, denim, swimwear, accessories, a complete home collection and restaurants. We are actively looking for a qualified Database Marketing Manager to join our efforts to create an island lifestyle that inspires the world to relax.
MISSION
Reporting to the Director of Consumer Marketing, the Database Marketing Manager is a new position to the organization and an essential one to the Consumer Marketing team as this role will provide strategic and tactical quantitative campaign, customer and data analysis; maximize the accuracy and effectiveness in the contact strategy; and improve and optimize the database to grow the Consumer business at Tommy Bahama.
• Advance, systemize and enhance database, lifecycle and customer relationship management (CRM) analysis and reports to drive key customer behaviors in a multi-channel environment
• Segmentation, projection and measurement of communications and offers designed to generate profitable growth and track customer behavior
• Development, growth and operational management of a Tommy Bahama’s Consumer database, as well as future enhancement and evolution of the database, data requirements, customer record , channel/system inputs that will build equity and lifetime value in Tommy Bahama’s relationships with customers
Well-versed in analytics, a classically-trained database marketer who will manage and grow the current database as well as author and develop strategic marketing analysis, segmentation and reporting to enable high-performing multi-channel campaigns and initiatives. An analytic thinker who has a passion for building and growing Consumer databases. A collaborative expert, who will, individually and with direct report, develop analytics to help Tommy Bahama learn and grow from customer behavior as a result of the analysis, while enabling education by systematically tracking, measuring, interpreting and communicating results to team and leadership.
KEY RESULTS AREAS
• Hands-on responsibility for Consumer Marketing’s data quality/integrity, database health/hygiene and analysis & reporting including: cleansing data, defining segmentation, crafting lists for distribution, developing customer & promotional analysis, authoring and completing reports, etc.
• Develop and proactively manage customer lifecycle metrics (retention rates, churn, LTV, etc.), to identify opportunities and issues in visits, conversion, incremental, etc.
• Author predictive models, project responses rates and track communications and offers designed to create specific, measurable customer behaviors.
• Assess decision-making, reporting and marketing needs, and recommend appropriate metrics, either from existing reports or from new reports to be developed.
• Research, analyze and leverage data from a wide range of internal and external sources to generate comprehensive direct marketing lists as needed.
• Develop and apply a deep and broad understanding of the underlying business & marketing issues that your reports and analyses are intended to address, in order to ensure their accuracy & relevance
• Lead and manage the development of one direct report; manage 3rd party vendors/partner
• Lead efforts in the continual enhancement and development of existing CRM systems and customer databases
• Work with the Consumer Marketing team to develop offers and communications that are relevant to each segment and measurable via a demonstrable ROI.
• Measure customer behavior over time and identify segment trends and opportunities. Model and partner with team to test offers and communications against pre-determined expectations for customer response.
• Build an ever-deepening understanding and expertise in the most effective drivers of customer acquisition and retention.
EXPERIENCE, TALENT AND EDUCATION
• Bachelor’s degree in Mathematics, Economics, Statistics, Marketing, or related discipline. Master’s a plus.
• 8+ years experience in database marketing, or related field with focus on database marketing.
• 3+ years at management level.
• SAS or SQL programming
• Expert knowledge of direct marketing strategies/tactics, methodologies, tools, customer/prospect databases, and related systems and technologies for B2C environments.
• Excellent analytical skills and experience in managing large data sets and creating segmentation, contact strategies, testing, targeting, campaign strategies and predictive modeling.
• Solid background in campaign performance evaluation and development of actionable initiatives based on data learnings.
• Proven track record of applying segmentation and data strategy to direct marketing campaigns and achieving measurable success.
• In-depth understanding of email and database marketing infrastructures & technologies; Infor/Epiphany knowledge a plus.
• Experience in restaurant, retail, marketing or category management disciplines preferred.
• Must be a hands-on manager – performing analysis, list preparation, data management, cleansing/hygiene, etc. yourself, in addition to sharing the workload with direct report
• Ability to conceptualize business issues, address them with analytics, and partner with colleagues to find actionable solutions.
• Ability to effectively communicate with executive management and build relationships with people at all levels.
• Must be extremely detail-oriented with high sense of accountability and integrity while handling multiple tasks simultaneously.
• Dedication to meeting the expectations and requirements of internal and/or external customers.
• Ability to respond to frequent pressure to meet deadlines when work speed and sustained accuracy are paramount
• Exceptional critical thinking, especially in business modeling and analytics, with the ability to leverage insights to draw sound conclusions and recommendations.
• Proven track record of profitably developing and executing data-driven direct marketing. strategies.
CONTACT:
For consideration, please apply online http://www.tommybahama.apply2jobs.com. Find out more about Tommy Bahama on our website: www.tommybahama.com
