Pet Valu - CRM Marketing Manager

About the job

As the Manager, CRM Marketing, you'll be at the heart of building meaningful relationships with our furry friends and their loving families. You'll play a crucial role in setting the strategic direction and implementation of innovative end-to-end lifecycle marketing initiatives that drive customer loyalty, engagement, and providing expertise.

This role will report to the Director of Performance Marketing, and work closely with our Loyalty and Analytics team, Creative team, and our CRM agency to deliver targeted loyalty emails and relevant email journeys that are meaningful and relevant to customers.

This role will be responsible for developing and implementing a comprehensive CRM strategy, with a focus on leading automated email campaigns with promotional offers as well as launching new CRM journeys. This role requires strategic thinking, thorough leadership as well as strong communication skills. This is a leadership role with direct reports.

Essential Duties and Responsibilities

Lead the CRM strategy and Roadmap

• Lead CRM strategy and implementation projects, including automated campaigns, manual deployments, as well as triggered CRM journeys based on customer purchase behavior and their pet’s profiles

• Create buy-in across the organization for strategy and quarterly roadmap

• Great understanding of Email deployment and CRM platforms, familiar with automation set up, workflows, lists and filters, and the overall architecture of these platforms

• Partner with our Loyalty & Analytics team to understand customer segments and opportunities, customer behavior, and identify new opportunities to grow the program

• Driving 1:1 personalization across different streams of email communication

Manage Email Journeys and Triggered Emails

• Leads all automated emails and triggered emails streams. Identify and implement new campaign features and data flows to support email marketing initiatives

• Lead the strategy and the build of new email journeys, including defining KPIs, working with internal teams and agency partners to build, QA, and deploy

• Build and repurpose templates with internal agile POD teams for various campaigns

• Adopts a test & learn approach, leveraging data to provide rationale and results

• Identify key insights to drive incremental sales, and leverage data to provide rationale and results
  

Oversee Mass promotional Email Program

• Ensuring that the promotional email programs and objectives ladder up to the core business priorities

• Being customer focused and making sure the program is delivers promotional emails that are meaningful and relevant to customers

• Drive strong growth in the main KPI’s for program, including revenue and key engagement metrics
  

Contact and Audience Management

• Ensure email lists and contacts details are up to date, and list hygiene is well maintained
  

Experience, Education, Certifications

• Excellent strategic thinking, problem solving, and communication skills.

• Experience leading manual and automated CRM projects or journeys from strategy to implementation required

• Solid understanding of email platforms, experience with working on workflows, setting up filters and lists, and pulling reports

• Experience working with CRM platforms and workflow an asset

• Minimum of 4+ years’ experience in direct-to-consumer Email Marketing (in-house or agency side) with hands on email marketing experience

• Applicable business/marketing diploma required

• Expert of email deployment platforms required (Responses experience preferred)

• Strong HTML, list segmentation and email reporting experience required

• Experience in a retail organization an asset

• Experience with analytical platform like Google Analytics

What You'll Love About Working at Pet Valu

• A pack of passionate people: Work with an inspiring team of pet enthusiasts who shares the same love for pets as you

• Fun and Rewarding: Experience a dynamic and fulfilling work environment where you can make a real difference in the lives of pets and their owners

• Hybrid Work Schedule: Enjoy the best of both worlds with a hybrid work schedule, with 1-5 days in office per month depending on meetings

For more information and to apply click here.