Director of Promotions and Loyalty

Location
Fargo, North Dakota
Salary
DOE
Posted
Aug 10, 2017

The Director of Promotions and Loyalty will create, deliver and optimize a promotional strategy in partnership with key cross functional teams and stakeholders. He or she will also devise and implement customer loyalty initiatives as part of the comprehensive promotional plan.

 

Responsibilities
Plan

  • Develop year-long promotional calendar and coordinate execution for the marketing team
  • Devise promotional plans to drive key sales metrics; including existing customer sales, new customer acquisition, average order value, new product launches, etc.
  • Plan and create new promotion types, timeframes, and integrated programs
  • Clearly articulate plans, tactics, and performance to all stakeholders; conduct regular promotions planning meetings with key colleagues and obtain approvals from decision makers
  • Partner closely with product teams to ensure inventory and demand planning aligns with plans
  • Analyze customer and category data to create action plans to achieve desired business results
  • Partner with sales forecasting to estimate revenue, organize ad hoc promotions to achieve goals
  • Develop a comprehensive customer loyalty plan that includes targeted contact strategies and relationship messages, retention tactics, promotional engagement and tools to prevent attrition

Execute

  • Work with channel owners and product teams to integrate and deliver a cohesive, customer promotions program with weekly, monthly, and seasonal activities
  • Implement process to balance profitability margins and offer appeal; evolve into more sophisticated decision making models as needs of business grow
  • Collaborate across marketing team to refine new customer offers and grow winback programs
  • Develop compelling positioning and oversee the development of materials and content to support promotions and loyalty initiatives
  • Collaborate with channel owners and influence the media plan to ensure promotion and loyalty messaging reach and resonate with intended audiences
  • Work with analytics team to identify new revenue opportunities and develop innovative personalization and segmentation strategies to drive sales metrics in key customer groups
  • Evaluate the profitability and benefits of implementing a loyalty program and, if pursued, own the vision, development, KPIs, growth, and day-to-day program management of the program
  • Coordinate all data and systems set-up for clear tracking and customer experience

Measure/Optimize

  • Evaluate promotional effectiveness and optimize initiatives to drive incremental growth in strategic areas; establish weekly promotional reporting to track performance to forecast
  • Partner with analytics team to test and evaluate current promotions and future variations
  • Leverage research and analyze market conditions and competitors to refine plans
  • If loyalty program is implemented, optimize program structure and benefits, member acquisition and redemption, training, engagement, and expenses

Plus, other special projects as assigned.
 

Required Experience

  • Bachelor’s degree in business, marketing or related area of study
  • Minimum of 7–10 years’ B2C marketing experience, preferably with at least 3–5 years marketing experience executing promotions and customer growth / retention strategies

Preferred Skills

  • Promotional experience in retail business, or direct to consumer product or brand
  • Proven track record executing e-commerce promotions that drive sales and maximize margins
  • Financial acumen and in-depth knowledge of promotional strategy and optimization
  • Demonstrated ability to convert data and insights into impactful promotions and programs
  • Strong strategic thinking and planning skills including ability to anticipate trends or changing market conditions and take appropriate / timely action
  • Self-directed with demonstrated ability to work independently and collaborate on a team
  • Ability to influence and organize peers and indirect reports to collectively achieve shared goals
  • History of achieving results on time and within budget
  • Action and results oriented, flexible and able to pivot or reprioritize work as business requires
  • Familiarity with digital marketing, brand strategy and communications, social and other media
  • Experience developing, launching, and managing a loyalty strategy or formal program
  • In-depth knowledge of / passion for the vitamins, minerals, and supplements category