Digital Marketing Manager, Loyalty

Job Description

DescriptionThe Bath & Body Works Loyalty Marketing Manager will assist the Director of Loyalty and Mobile App in growing and evolving the Bath & Body Works Loyalty program and app innovation.
The Manager will partner with Bath & Body Works digital and stores marketing, merchandising and operations teams in the timely execution of all marketing initiatives and efforts tied to the Loyalty Program across all touch-points. In addition, the role will work with the marketing specialist to maintain roadmaps for the program to effectively drive membership, innovation and business objectives while continuing to create long term emotional brand connections with our members.
RESPONSIBILITIES:
LOYALTY PROGRAM
• Manages all marketing activity within the Bath & Body Works loyalty program. Executes a robust roadmap of activities to support marketing and business objectives.
• Orchestrates promotional sequence and strategy of loyalty promotions across marketing vehicles; partners closely with email, social and web teams
• Participates in ideation and concepting for marketing levers, vehicles, activations and optimization.
• Ensures that creative design/usability accurately reflects project scope and ensures optimal usability/customer experience.
• Ensures that visual tone and copy align to program and greater business brand objectives.
• Recommends usability opportunities to gain insight on initiatives from the customer perspective pre- and post-launch
BRAND MARKETING MANAGEMENT
• Partners with cross-functional SMEs to deliver Loyalty marketing initiatives to optimize acquisition, retention, win-back, personalization, and promotional strategies.
• Oversees the development, execution and analysis of each loyalty marketing campaign, including reward management and communication, member segmentation, behavior-based and triggered messaging
• Manage and optimize ongoing trigger communications to drive enhanced revenue from existing customer base
• Downloads Brand Marketing Team on strategy to fuel development of content strategy that drives Brand, Channel and Membership objectives.
• Work with the marketing team and other departments to manage direct marketing efforts to support acquisition and retention strategies among various target groups, including integrated marketing campaigns as well as seasonal and other initiatives
MARKETING OPERATIONS & PERFORMANCE
• Partner with Director and Marketing Senior Analyst on developing a robust testing agenda to fuel evolution of the mobile app and loyalty program.
• Partner with Marketing Sen. Analyst on campaign performance, uncovering key findings on performance for each campaign and adjust quickly for future initiatives
• Use data-backed measurement and analysis to constantly test, refine and scale campaigns
• Partner with Analytics on the following;
o Analyze customer data, identify customer segments, define actionable segments, and implement test and control groups to refine and scale campaigns in order to create strategic initiatives
o Execution and analysis of each loyalty campaign, including reward management and communication, member segmentation, behavior-based and triggered messaging and performance analysis.
• Monitor competitor CRM and Loyalty programs, testing and adopting best practices to continuously improve program performance and value.
PARTNERSHIP & LEADERSHIP
• Ability to collaborate and negotiate with teams and partners to drive project success: Partners include Creative, Web Operations/I.T., Merchandising, Marketing, Analytics, and external vendors.
• Manage team members and facilitate career growth and development.
• Keep leaders informed of progress through regularly scheduled report outs on programs.
QualificationsESSENTIAL SKILLS & EXPERIENCE
• Minimum of 5-6 years experience in retail loyalty marketing or direct marketing department
• Demonstrated leadership in Loyalty/Marketing Mobile App strategy.
• Experience with digital deployment of Loyalty program; mobile-app based Loyalty experience a plus
• Familiarity with CRM, Loyalty Marketing, and KPIs
• Experience in creating and implementing innovative program plans and strategies, in collaboration with internal and external partner teams
• Adaptable, analytical thinker who can work both strategically as well as in a hands-on/executional capacity
• Intellectual curiosity
• Ability to understand program metrics and financial trends, and to dive deep into the numbers in order to fix problems and uncover opportunities
• Experience with providing key marketing inputs such as program positioning and benefits to internal partner marketing teams, to facilitate the development of effective marketing plans and strategies
• Experience with working with multiple teams and stakeholders, creating and executing project plans (including contingency plans), and delivering results on time and on budget
• Demonstrated in-depth understanding of marketing and cross-team processes and relationship needs
• Self-motivated and independent, with the ability to influence others without direct control
• Excellent written and oral communication/presentation skills
• Experience within the retail landscape preferred
An equal opportunity employer, we do not discriminate in hiring or terms and conditions of employment because of an individual's race, color, religion, gender, gender identity, national origin, citizenship, age, disability, sexual orientation, marital status or any other protected category recognized by state, federal or local laws. We only hire individuals authorized for employment in the United States.