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Manager, CRM


The Manager, CRM & Digital marketing will bring deep experience with audience segmentation to expand Disney Store’s direct-to-consumer engagement capabilities. The Manager will have a breadth of knowledge in executing campaigns at different touch points on the consumer journey. You will help lead digital transformation and personalization efforts, together with our merchandising, creative and digital marketing teams, to drive improved ROI and our goal of individualized marketing of curated merchandise assortments.Job Description Responsibilities

  • Partner with Director, CRM & Digital marketing and Analytics team to understand the Disney Store guest and identify high potential guest segments from across Brick & Mortar, Online, Mobile and app channels.
  • Help build a robust strategy to offer new and existing guests an individualized experience that caters to their character/ brand affinity, past shopping history and category preferences
  • Partner with in-house research team to identify current pain points via focus groups. Draw learnings and develop action plans with a clear goal of converting more browsers to shoppers
  • Build business models to assess business opportunities in order to make data-driven decisions and recommendations
  • Create testing and channel optimization strategies to a segment driven and multichannel engagement program, influencing and partnering with internal and external teams to navigate strategy and execution
  • Evaluate potential CRM platforms available in the market place carefully weighing pros and cons of each and then driving selection + integration with the right vendor
  • Build and leverage relationships across TWDC in efforts to create holistic customer strategies and plans
  • Identify opportunities to acquire customer data around TWDC to build on a 360 degree view of currents and potential guests
  • Work with Analytics teams to develop LTV [LJ1] models to help segment our audience
  • Utilize marketing tactics and testing to further boost qualified traffic and increase marketing profitability for the online and mobile channels
  • Continuously measure (against key performance indicators) and improve the effectiveness of the marketing activity through analysis of campaign results, consumer insight and best practice benchmarks.
  • Conduct quantitative & qualitative research to identify priority clusters that account for 60-70% of revenue

Basic Qualifications

  • Thorough understanding of data-driven marketing technology architecture from the data warehouse to campaign management, cross-channel execution platforms, data reporting and analysis
  • Analytical thinker with a depth of knowledge in digital analytics, campaign tracking and ROI metrics
  • Strong understanding of relational databases
  • Ability to work in a complex culture, serving disparate needs
  • Demonstrated project management skills with ability to develop and implement marketing strategies and assess marketing performance in a cross functional environment
  • Strong leadership & people management skills and ability to work cross-functionally •Excellent client-management, communication (verbal and written) and analytical skills

Preferred Qualifications

  • 6-8 years’ experience e-commerce, marketing or multi-channel retail roles
  • Top Tier Management Consulting Firm experience
  • Ability to write SQL
  • Equally effective in formal and informal settings with executives at conveying key information and supporting positions
  • Demonstrated problem solving and leadership ability

Required Education

  • BA/BS required
  • MBA from Top Business School preferred

Company Overview Disney Consumer Products and Interactive Media (DCPI) is the business segment of The Walt Disney Company (NYSE:DIS) that brings our Company's stories and characters to life through innovative and engaging physical products and digital experiences across more than 100 categories, from toys and t-shirts, to apps, books and console games. DCPI comprises two main lines of business: Disney Consumer Products (DCP), and Disney Interactive (DI). The combined segment is home to world class teams of app and game developers, licensing and retail experts, a leading retail business (Disney Store), artists and storytellers, and technologists who inspire imaginations around the world. Additional InformationEComm

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