Director of CRM Strategy - Santa Monica , California, United States, 90401
As a Director of CRM Strategy, you will be responsible for leading the integrated CRM strategy for email, SMS, mobile app messaging and in-game communications for Activision Publishing's portfolio of titles. You'll develop and execute consumer acquisition, engagement and retention initiatives, while continuing to evolve our approach to one-to-one engagement at scale.
What you'll do
Elevate the role for CRM among our franchise teams by demonstrating the ongoing strategic utility and effectiveness of our CRM capabilities
In collaboration with other disciplines, such as performance marketing, paid media, and digital, create an omni-channel experience for our players and potential players,
Develop a detailed content strategy that drives personalization of marketing efforts across CRM channels. Monitor campaign performance on an ongoing basis and optimize rules to maximize effectiveness.
Design and oversee 1:1, personalized player messaging across CRM channels, including email, mobile messaging and in-game communications, that drive opt-in permissions, engagement, and monetization
Based on player and consumer insights, develop player journey messaging strategies across owned channels
Pilot and roll-out engagement initiatives for SMS and Messenger
Build an always-on experimentation culture, optimizing audience profiles for more relevant creative, messaging cadence, call-to-action messages, and coordination with other consumer marketing efforts
Work with marketing and analytics peers to define key objectives, develop marketing strategy, and lead campaign development
Work closely with game development studios to gain alignment and input on the defined CRM marketing strategy
Manage and work with third-party vendors to develop content CRM communications and QA content prior to pushing campaigns into production thereby maximizing their utility
Communicate regularly and effectively with internal stakeholders regarding CRM product development, campaigns and results
Partner with studio and Activision stakeholders to develop and integrate CRM strategies into marketing programs.
Support CRM team in the creative development and support of other outbound CRM campaigns as needed.
What you'll bring
10+ years of CRM/digital marketing experience in CPG, technology, entertainment, gaming or related fields with a focus on data-driven, personalized marketing content.
A spirit of collaboration with marketing and non-marketing functions alike
Experienced people manager of cross-functional teams, as well as adept at managing intra-org relationships to set teams up for success
Hands-on experience with digital marketing at scale: Across multiple brands or across a broad functional scope with millions of customers/subscribers. Product management experience of the front page or checkout path of a major eCommerce site is a plus
Expert in nurturing relationships, reducing churn, improving engagement, and monetization with 1:1 communications
Proven experience across channels areas including email, CRM, SMS, social and push messaging
Proven ability to use segmentation and behavioral data to personalize and optimize each players experience
Proven success developing reengagement and winback strategies
Experience building and/or running loyalty and/or membership programs
Analytical thinker with a depth of knowledge in digital analytics, campaign tracking and ROI metrics. Evaluation of metrics to influence strategic marketing decisions
Experience using Campaign management tools and ESP providers to execute campaigns.
Understanding of data privacy and governance policies.
Strong organizational skills, ability to be self-directed and work independently, and demonstrated ability overcoming obstacles to deliver on deadline is a must.
Interest in measurement and aptitude with numbers is required.
What youve done
Led CRM or performance marketing team with proven results
Experience with developing and managing personalization and targeting of content at scale.
Gaming experience a plus but not required. However, a strong willingness to learn our products (and therefore our customers) is required.
Localization across global audiences is a plus.
Experience using JIRA or other ticketing system is a plus.
Developed strategic plan for CRM offense