Spec, Customer Lifecycle Campaigns

Meijer•Grand Rapids, MI

About The Position

This role is key to growing and evolving customer loyalty, personalized campaigns and driving business outcomes for Meijer. Working with key vendors and service providers to deliver relevant content, value, and services. This includes working with our Analytics team to conduct analysis and form insights to grow acquisition, retention, and household sales growth, resulting in profitable sales and more trips to our stores. Marketing campaign development will include methods of traditional and digital communications. Responsible for working closely with key partners in Operations, IT, and Marketing to develop differentiated personalized experiences to make shopping easier, more engaging, resulting in deeper customer loyalty and meaningful interactions with our store environment and Team Members. Additionally, this role involves the creation and management of content & promotions bank, working in partnership with category, loyalty & analytics teams. Generating all necessary execution files for Customer Lifecycle marketing campaigns. The Customer Lifecycle Campaign Specialist plays a key role in mapping and supporting end to end experiences with supporting content and an adequate mix of value & messaging to drive optimal customer experience and program performance.

Requirements

Bachelor’s degree in Marketing, Master’s degree preferred.
3+ years of Marketing experience, specifically in Direct, Targeted, Digital, Loyalty, Personalization, and various Customer Engagement programs.
CRM experience strongly preferred.
Experience working with teams and cross-functional partner relationships.
Ability to help form strategic marketing campaigns and plans.
Experience in traditional and digital marketing methods and systems.
Strong presentation skills and comfort leading cross-functional projects.
Strong organizational, planning, and time management skills with the ability to prioritize multiple/competing projects and assignments.
Knowledge of customer segmentation and methods.
Identify areas for improved efficiencies and best practices.
Strong business acumen.
Ability to help manage budgets and support fiscal planning processes.
Innovative and a thought contributor toward digital, loyalty, and personalization.
Ability to operate independently without bypassing partner collaboration.
Proven ability to lead key projects.
Ability to present and interact effectively at all levels of leadership.
Ability to lead within cross-functional work teams and effectively represent strategies, plans, and roadmaps.
Advanced skills in Microsoft Tools.
Proficient in math and analytic methods.

Responsibilities

Develop and execute marketing campaigns for customer engagement and loyalty programs consistent with Meijer brand strategies.
Create and manage a “universal” content bank.
Work in partnership with Category, Loyalty, and cross-functional teams on content, messaging, offers, etc.
Manage XML’s, Print Files, Media Files, Offer Management, and Image bank management.
Optimize content by managing frameworks and templates to support the lifecycle customer experience.
Create content in partnership with the Category Team for various channels such as Mailers/Quad, Owned/Paid Media, etc.
Oversee customer lifecycle execution, ensuring end-to-end experience mapping with supporting content across the timeline.
Engage in value and mix strategic planning, including versions and strength of offers, and the mix of omni-channel experiences.
Develop plans, design, approach, communication, and measures of multiple targeted marketing programs across various customer segments; this includes leadership through all program phases, including financial modeling, process creation, testing, piloting, and scale-up.
Work with marketing and merchandising leadership to improve the effectiveness of our mPerks personalized rewards program, ensuring maximum value and ROI.
Engage with the Digital User Experience team to leverage personalization tool investments to create seamless, differentiated, and simplified shopping interactions for customers and team members through our store and digital shopping experiences.
Develop internal and external communications, change management programs, training, and education for new feature enhancements.
Develop and prioritize programs for growing customer acquisition, household sales growth, and retention, leveraging our customer data and research insights.
Identify consumer, market, and technology trends to position Meijer as a leader in the marketplace.
Assess competitive and market threats and provide thought leadership toward innovation, methods, and approaches to keep Meijer relevant to our customers.
Support and prepare campaign financial budgets, cost projections, and acquisition forecasts for marketing programs.
Conduct marketing program analysis to effectively measure member engagement and generate insights for growing acquisition and incremental sales.
Report results by activity type, store, market, and level of effectiveness through written or oral presentations.
Mentor and coach others on the effective use of Customer Engagement and Loyalty programs, tools, and methods.
Identify opportunities and challenges for market activity through discussions and analysis of data.