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Senior Marketing Specialist - CRM
ID: 151402 - Save Job
Category: Sales
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Summary: Responsible for all customer segment management with the goal of inspiring intense customer loyalty as evidenced through increased rates of customer retention, multiple commodities and value-added services per customer, and overall improved and strong profitability. Responsible for leading the efforts to understand the distinct and evolving needs of key customer segments, uncovering compelling and relevant product and service offerings, allocating the product suite and product/service positioning to the appropriate targets, and the understanding and management of High Value Customers and Low Value Customers based upon total customer profitability. Determines the most effective points of interaction to drive loyalty and effectiveness in renewal sales. Applies customer and sales information from the Customer Relationship Management (CRM) system to achieve marketing goals. Responsibilities: Customer Focus *Continually improve customer profile and segmentation understanding. *Leverage all customer knowledge to develop a refined value proposition and servicing strategy - establishing tiers for customers and assigning customers as appropriate. *Assist in product and servicing strategy which allocates levels of services to various customer tiers. *Partner with sales, credit, risk management and other members of the Marketing organization to create and maintain an ‘open to buy’ scoring model to proactively assess and understand the maximum level of outstanding receivables per customer, independent of the number of commodities sold Retention Strategy and Tactics *Identify opportunities for marketing campaigns, tactics and messages that will increase loyalty and decrease attrition among target customers. *Partner with Marketing Manager to drive the execution of marketing communications including planning, preparation, launch, and analysis of results. *Work with Marketing Communications team to direct the development of high impact campaigns that will increase the customer’s loyalty and increase retention. *Works closely with and provides recommendations to marketing, sales, operations, and customer service on activities and actions to increase renewals and retention. CRM *Manage all aspects of the System Admin functionality of the CRM system (currently Salesforce.com) including analysis and mapping of new data, opportunity management, account and contact management, activity management, analytics, reporting and forecasting. *Act as advocate for marketing and sales to help them to leverage the power of CRM tools to plan, manage and measure business results, ensuring adoption and consistency of usage, compliance with best practices and integrity of data. *Drive and maintain user adoption *Assess current SFDC tool for effectiveness and design accuracy, managing projects to enhance and rollout new functionality to enhanced usability. *Stay up to date with the latest offerings from Salesforce.com, attend seminars and training as necessary and provide recommendations for continuous process improvement to management. *Develop and deliver training materials on Salesforce.com-related processes for business and operations users *Work closely with the Senior level executives to execute and manage Salesforce.com strategic requirements. *Manage tasks related to the Marketing Analyst’s role in CRM administration. Campaign and Selling Management: *Develop and execute a customer contact strategy *Optimize marketing database segmentation and implementation of effective CRM strategy. *Development and maintenance of list segmentation and analysis for lead generation campaigns including telemarketing efforts. *Act as point person of knowledge and know-how for loading, tracking, and reporting marketing campaign results *Specific oversight to include detail and summary level support on lead and campaign management, data integrity, custom reports/dashboard development, database acquisition and file import on prospects and customers. *Support marketing managers to ensure that campaigns are recorded and add value, foster results. *Manage the tracking and reporting of sales activity (Salesforce.com), productivity metrics and sales statistics against forecasts. Qualifications: *Outstanding skill in developing compelling innovative and winning strategies to drive strong top and bottom line results. *Ability to effectively leverage key business relationships to drive business results, communicates (oral and written) effectively across all levels of the organization, including executive presence *Intense focus on the differentiated needs of customer segments, and drive for personal excellence. *7+ years marketing/brand management or consulting experience with 5+ years experience with CRM systems, preferably Salesforce.com. *Experience in the development and implementation of strategic initiatives with a demonstrated understanding of P&L and ROI. *Ability to facilitate and lead a cross-functional team to solve complex business problems together. *Excellent project management skills. *Ability to work with all levels of the Sales organization, including senior management *Knowledge of sales and marketing processes and organizations with the ability to effectively communicate with and train field users and sales management. *Posses strong computer skills; MS Word, Excel, Access, and PowerPoint skills are required *A Bachelors Degree in Business Administration, Marketing, Management or a related field. An MBA is highly preferred.
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