VP Customer Strategy
Found in: Resume Library US A2 - 1 week ago
The VP of Customer Strategy & Marketing has the overarching responsibility for customer acquisition and retention, seasonal and content strategy development, and social media. The ideal candidate is a highly adept strategist who leads with a hands-on approach and possesses a strong consumer mindset coupled with deep expertise in retail, customer segmentation and loyalty, and go-to-market planning and delivery. The combination of your strong business acumen, proficiency in multi-channel marketing, and aptitude for translating data-driven insights into action creates customer value, drives traffic, and delivers revenue and profits to the bottom line.
Key responsibilities:
Customer Acquisition, Retention & Loyalty
Develops the strategy and roadmap in support of the rue21 Rewards loyalty program to deepen customer engagement with existing members and to acquire new customers into the brand
Defines and links loyalty program KPIs to business outcomes. Continually assesses and measures loyalty program impact and enhances performance over time
Optimizes personalized customer lifecycle journeys across different life stages. Leads customer journey mapping, nurturing, and segmentation; partners with Data Analytics team to validate models based on customer lifetime value (CLV), product affinity, etc.
Oversees the customer database and manages the health of the customer file, which includes the development of a monthly customer dashboard and an audience-based learning agenda
Maximizes the performance of email and SMS channels by employing data-driven decision-making processes that capitalizes on the identification of the target audience, timing, frequency, and messaging
Oversees email briefing process to ensure clear and actionable guidance is provided to the Creative team and that customer insights & mindset are embedded into each brief
Drives innovation and identifies new channels of opportunity for incremental customer growth
Manage relationships with key vendors and service providers related to email, Loyalty and CRM
Lead, mentor and develop team members across CRM, Loyalty and Email/SMS; create a collaborative, high-performing structure to engage team
Seasonal and Content Strategy: Go-to-Market Plan and Delivery
Leads the strategy development process for the go-to-market plan in support of each retail season, which also includes the architecting of the content strategy
Defines and develops the value proposition, brand positioning, and marketing campaigns based upon merchandising and promotional strategies; customer and competitive insights; and seasonal business goals (e.g., sales, gross margin, incremental traffic growth, etc.)
Develops content strategy as part of each seasonal go-to-market plan and ensures cohesive brand storytelling across all marketing touchpoints, which includes varied tactics for each channel based upon customer and competitive data-driven insights and channel best practices
Social Media
Develops and executes a comprehensive and forward-thinking social media strategy that aligns with and enhances rue21’s brand visibility, drives engagement, and achieves measurable outcomes
Identifies emerging trends, platforms, and best practices in the social media landscape
Provides strategic direction and partners with the creative team and other key stakeholders on the creation and curation of high-quality, engaging content for various social media channels; monitors content calendars, posting schedules, and ensures timely delivery of planned content releases
Implements performance tracking and analytic tools to measure the effectiveness of social media campaigns and strategies; reports regularly on key metrics and data-driven decisions for continuous improvement
Build and maintain relationships with influencers, media partners, and industry leaders
Manage social media specialist, providing guidance, mentorship, and fostering a collaborative and innovative environment
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