Outlet CRM Retention Manager - Gap Inc. Direct (SOMA / south beach)

Gap Inc. Outlet strives to be the leading retailer in the outlet marketplace, extending the reach of the Gap and Banana Republic brands by delivering best-in-class product at a compelling value. The Manager, Outlet CRM Retention is responsible for leading key marketing and credit card retention initiatives to support and build upon the acquisition and retention strategies of the Outlet CRM program. In short, the Manager ensures we have a dynamic relationship program in place with our direct marketing efforts that builds loyalty primarily among our credit card customers and secondarily among our non-card customers.

The manager will function as the primary leader of all Outlet-based loyalty marketing strategy and initiatives. In true Outlet fashion, responsibilities of this function run the range from strategy to project management. This position will be responsible for developing and growing the role of loyalty-based marketing within the Outlet division. Specifically, he or she will:

* Partner with the Director to develop an integrated loyalty marketing plan designed to enhance customer retention and drive incremental revenue
* Oversee the implementation and financial measurement of all marketing campaigns and programs
* Identify ongoing opportunities for program enhancement, effectiveness and efficiencies
* Oversees and manages the development and implementation of CRM-based marketing initiatives designed to drive incremental revenue and customer retention and loyalty
* Owns and drives CRM creative process within Outlet brands to ensure direct mail, email and all supporting CRM collateral reflect brand positioning, voice and are fully integrated into overall marketing plans
* Partners with Director of CRM - Outlet of to define, prioritize and implement strategic marketing initiatives in support of Central and divisional CRM strategies
* Serves as a subject matter expert on all aspects of Outlet’s external marketing as it pertains to CRM and retention
* Creates strong partnerships with HQ teams and acts as an advocate for Outlet CRM marketing Develops innovative and strategic tests to drive retention and financial success
* Maintains a strong working knowledge of competitor practices and collaborates with field and HQ teams to determine opportunities and creates process improvements for the field.
* Drives continuous improvement and financial success with marketing campaign
* Serves as the key partner with Director of Outlet CRM retention strategic planning
* Partners in the development of the annual marketing strategic plan with competitive insight, hindsight learning and point of view
* Provides support in the development of the annual loyalty marketing strategy and campaigns around customer segments
* Based on business results during the year, periodically fine tune and adapt plans
* Serves on broader Gap Inc. CRM marketing and retention teams to achieve cross-brand PLCC and co-brand usage and retention goals
* ­ Attends Central CRM marketing meetings as the Outlet representative.
* Works alongside Director to align key business partners throughout organization behind program goals and initiatives
* In partnership with Director, drives customer loyalty/ retention, and overall credit card usage/sales penetration in the Gap Outlet (GO) and Banana Republic Factory Stores (BRFS)
* ­ Develops contact frequency, vehicle (direct mail, email) and targeting strategies to maximize customer loyalty and drive sales
* Partners with Central CRM team to develop circulation strategy and build strategic offer segmentation strategy for key campaigns
* Owns creative briefs and actively participates in giving creative feedback
* Builds ongoing customer understanding to allow data-driven decision-making
* Based on ongoing campaign results, adjust direct marketing strategy accordingly
* Develops long-term test plans to garner critical customer learnings and offer strategies
* Provides leadership and partnership to key stakeholders of CRM efforts at Outlet
* Manages input and approval from senior level Merchants and Store Operations partners – must have the maturity and presence to partner with senior leadership
* Manages internal and external resources to balance workload and to ensure projects are completed on time and within scope
* Manages the relationship with supplier partners for direct mail and email. Works closely with Outlet Procurement to ensure the most effective price/quality/service balance via vendor selection and management
* Develops and manages budgets and invoices for all CRM marketing-based initiatives
* Manages campaign budgets; allocate funds based on estimated profitability and incremental sales
* Maintains the Brand CRM budget by managing Purchase Orders and expenses, tracking ongoing spend with finance teams, and reporting monthly; serve as day-to-day contact for the Central CRM finance team for any issues related to the Outlet CRM budget
* Develops and maintains a marketing/creative calendar supporting product and business strategies for Outlet brands
* ­ Centrally manages the schedules for Outlet direct mail and e-mail campaigns
* Partners with Central CRM Team to integrate Brand CRM /Marketing calendar with Central CRM activities
* Works closely with Outlet Operations and Finance teams to support implementation and measure campaign results

Qualifications

* Direct experience with or strong familiarity with direct marketing program development and implementation
* Strong leadership, teamwork and project management skills, including demonstrated track record in managing complex projects across functional lines
* Excellent communication skills, including ability to communicate to senior management
* Comfortable with operating in a fast-paced environment and dealing with ambiguity
* Demonstrated ability to think strategically, understand business challenges and recommend effective implementation plans designed to drive results.
* Strong verbal and written communications skills
* Flexibility to manage competing priorities and shift focus as determined by changing needs of the business
* Strong business acumen, including familiarity with finance concepts and a comfort level with analysis
* Very strong project and program management skills
* Experience managing the creative process and/or giving creative feedback
* Must be very results-orientated and be willing to influence performance on a regular basis
* 4-year Bachelors degree; MBA a plus 4-6 years of marketing/direct marketing experience in retail and /or loyalty marketing with a focus on customer relationship and retention
*
Based in San Francisco
Travel within North American may be required

APPLY ONLINE: https://gapinc.taleo.net/careersection/2/jobdetail.ftl?lang=en&job=00AZ0&src=JB-10120&PID=11533

Posted By: Meredith Lynch