Digital Category Manager
3 weeks ago
GENERAL DESCRIPTION OF POSITION
Leverage member-level data and insights to grow customer Fuel share of wallet by developing and implementing strategies and tactics to drive targeted member behaviors in Fuel products that support Murphy USA objectives in context of industry, category, competitive, and member dynamics. Partner with internal stakeholders (i.e., CRM, analytics, fuels, technical partners, loyalty, etc.) to identify opportunities, develop and launch promotions, and report on performance. Support the overall evolution and effectiveness of MDR to drive stronger member engagement, support corporate objectives relative to Fuel, and capture incremental share of the Fuel wallet among our members.
ESSENTIAL DUTIES AND RESPONSIBILITIES
Leverage customer-level data and insights, research, customer feedback, as well as program and campaign metrics to inform development of campaigns and promotions that support Fuel objectives (i.e., share of wallet, visit frequency, trial, new product launch, etc.)
In collaboration with internal stakeholders (i.e., CRM, analytics, loyalty, fuel, enterprise marketing), leverage insights from member data to create and maintain a pipeline of monthly promotions and CRM campaigns that drive desired member behaviors in support of Fuel objectives that capture incremental customer share.
Assist in the development and implementation of innovative and effective multichannel digital marketing programs that support business and category objectives, marketing priorities, and increased member engagement.
Identify and develop member promotions for fuel that strengthen the depth of Loyalty offerings and member engagement.
Partner with loyalty analytics and data science teams to identify opportunities to influence member behavior that captures fuel share of wallet.
Meet with internal Fuel stakeholders to ensure their understanding of the MDR loyalty program and program objectives to advance the depth of support for loyalty and personalization/CRM campaigns.
Drive execution of new and existing program strategies and brainstorm new opportunities to grow and evolve the program and member engagement relative to Fuel.
Contribute to an evolving data-driven test and learn roadmap built to continuously optimize efforts to increase effectiveness in engaging members and influencing behavior in support of objectives.
Monitor campaign performance, measure effectiveness, and apply insights to improve future digital Fuel initiatives.
Define and monitor the success of programs, campaigns, and initiatives at the program, customer segment/audience, and campaign levels.
Understand program KPIs and keep a pulse of program health and member engagement, making recommendations to improve.
Perform descriptive analytics on major promotional campaigns to share with key stakeholders (i.e., Fuels.)
Collaborate cross-functionally (i.e., CRM, Fuels, Accounting, IT, Pricebook, Loyalty, Legal, S&O, etc.) and share information necessary to improve operational effectiveness and workflow efficiencies in support of properly executed campaigns.
Review and analyze consumer and industry trends, and the competitive marketplace. Utilize such insight, along with market research, customer feedback, and analytic findings, to identify opportunities that enhance the MDR experience related to Fuel - leading to deeper and richer member engagement.
Responsible for leading targeted go-to-market campaign activities such as audience identification, offer configuration, pricebook review, legal approval, technical requirements, communications proofing, etcetera, to ensure effective implementation, tracking, and reporting of promotions.
QUALIFICATIONS
To perform this job successfully, an individual must be able to perform each essential duty mentioned satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required.
EDUCATION AND EXPERIENCE
Requires 3+ years of fuel pricing, analytics, supply, or ops mgmt
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