The Director of Loyalty, Lifecycle, and Marketing Analytics is a data-driven strategic thinker, innovator, marketer and technologist with a passion for building best in class loyalty and CRM programs.  He/she directs personalized and relevant customer engagements to drive share growth and champions continual enhancements and optimizations of our loyalty and CRM initiatives. He/she is the business owner of the customer database and leverages it to deliver advanced customer analytics and best-in class database marketing. He/She establishes high performance standards that result in industry-leading customer relationship marketing programs and develops a continual data-driven “test and learn” culture. 

CRM 

Create data driven, dynamic, relevant, and cohesive customer experiences and messaging across channels 

Actively supervise the development and execution of all CRM programs across all channels, including owned and paid media 

Develop clear strategies and implement tactics to meet all engagement, retention and re-activation KPIs 

Provide ongoing innovative solutions for CRM business process improvement, issues, and needs 

Develop and run specific programs to drive higher visits among different segments of loyalty such as high value, BOSS, VIP, Lapsed, etc.  These programs will be run across all customer touchpoints leveraging models and specific data inputs. 

Help transition all channel development to more personalized communications strategies and tactics 

Develop an A/B testing infrastructure  

Determine integrations points across channels to leverage known customer data 

Leverage Customer Data for segmentation of marketing programs i.e. New movers, Decorators, Style preferences, New Customers, Lapsed Customers, etc. 

Define multi-channel Customer Journeys and Automated Triggers  

Develop and implement a customer contact strategy across channels 

Define a strategy for reducing unsubscribes and establish a growth plan for all customer touchpoint subscriptions and engagement opportunities 

Hire, develop, coach, mentor, and empower CRM team and resources. 
  

Loyalty 

Own the Insider Perks loyalty program and substantially grow program membership  

Develop marketing programs and participation opportunities for members for all Insider Perks members, especially across high value segments 

Determine goaling by region and engage and motivate the field to hit sign up goals 

Lead the evolution of our loyalty program, refresh and enhance the value prop of Insider Perks and its tiers (VIP, Pro, etc) to ensure customers are getting value out of the program and that it seamlessly integrates with cross channel communication strategies 

Partner with treasury and credit card partner to develop and execute strong credit card marketing programs for the purposes of both acquisition and increased usage 

Customer Data and Customer Analytics 

Directs the strategy of At Home’s growing Customer Data Warehouse and directs the Customer Data Architecture strategy, development and ongoing enhancements with both internal IT as well as external resources 

Audit, develop, establish and maintain appropriate controls and processes to ensure proper levels of customer data hygiene and PII compliance 

Unify data, ensure customer data availability and integrity and activate data to automate and enhance reporting, analysis, personalization and decision-making 

Continuously review and recommend opportunities to enhance the quality and accuracy of the customer database 

Lead the development of database marketing analytics, such as statistical modeling, decile analysis, customer profiling, RFM modeling, predictive modeling and other analytical techniques to improve customer insights, retention and loyalty 

Develop and optimize At Home’s customer segmentation strategy and leverages segmentation tactics including tracking and analyzing customer segments, customer migration and key KPIs per segment 

Identify customer lifecycles, calculate LTV and develop key customer segments high value, churn, migration, lapsed, etc.  

Enable dashboarding and visualization of customer data 

Continually evolve our customer data strategy for our future state needs  

Stay abreast of Customer Data Privacy laws and work closely with legal to ensure we are in compliance of all regulations 

CRM, Loyalty and Analytics MarTech Roadmap 

Serve as business owner for internal and external technology projects necessary in growing CRM 

Develop and implement a technology road map suited to support the needs of the business regarding data hygiene, campaign management, database analytics, business intelligence and other appropriate applications 

Constantly research and scope new opportunities via new capabilities and/or new technologies incremental opportunities 

Oversee strategy, business case, budget, selection and development of new technologies 

Qualifications & Competencies: 

Bachelor’s degree or more 

At least 12 years’ experience in positions relating to marketing, technology and/or analytics 

At least 8 years’ experience Marketing Management including direct leadership of a team/teams 

At least 8 years’ experience in with various Marketing technology solutions including CRM, customer databases, etc. 

CDP experience a plus 

At least 8 years’ managing marketing projects with direct leadership of budgets, timelines, and resources. 

Excellent analytical, critical thinking, and problem-solving skills 

Ability to communicate clearly and concisely with all levels verbally and in writing 

Ability to handle competing business demands while ensuring execution and consistent results with high energy and a high sense of urgency. 

Technical proficiency and knowledge of CRM database solutions and feeds, loyalty platforms, campaign. management tools and platforms (Salesforce preferred), and BI tools/systems 

Familiarity with cloud data warehouse technology (Snowflake) a plus 

Extensive experience analyzing customer behavioral data with deep segmentation experience