Sr. Director of Customer Engagement

General Summary

 

The Sr. Director, Customer Engagement is responsible for the strategy and execution of a broad array of marketing initiatives focused on “acquiring and retaining the customer” across the Steve Madden, Ltd. portfolio with a focus on Steve Madden, Dolce Vita, Betsey Johnson, and ATM Anthony Thomas Minello brands. This position supports the Wholesale and Retail business.

 

The responsibilities described below are considered essential functions of the role.  This position is based in our LIC office and requires working on-site.

 

Key Responsibilities

 

Retention - Email, SMS Marketing, Direct Mail (30%)

• Develop strategic, integrated marketing plans and programs that align with the organization’s priorities: increase awareness, increase customer acquisition, and drive online traffic
• Inspiring leader over the retention program and team; including providing strategic insight into the marketing calendar, template creation, targeting, deployment, optimization, reporting and analysis
• Lead email marketing programs for all brands to deliver on sales plans for both online and retail in a high visibility, fast paced environment
• Lead direct mail initiatives as we continue to scale this emerging channel across our flagship brands
• Lead all vendor relationships 

Personalization (30%)

• Develop and lead the enterprise Marketing Personalization strategy in support of all channels. Build out a full personalization vision and technical solution amongst diverse stakeholders.
• Leverage personalization data to build robust, triggers, audiences, customer journeys to drive revenue, retention, and acquisition
• Integrate personalization across all channels: email, web, app, store, media, etc.
• Partner with external vendors leading the CDP and personalization engine implementations & integrations

 

Loyalty and App Marketing (20%)

• Drive store and site traffic and improved customer retention, frequency and life-time value through the successful development and execution of loyalty strategies.
• Develop, evaluate, and prioritize loyalty program opportunities to best direct resources and optimize the financial return on the loyalty investments and activities
• Drive innovation in loyalty offerings to provide a positive customer experience and a strong ROI by generating new ideas and using test and learn strategies to gauge performance and optimize their implementation

 

Growth Marketing (15%)

• Partner with Growth Marketing lead on:
• Macro strategy development to drive traffic, sales, and engagement focusing on paid media and paid social for the brands
• Developing strategic, integrated marketing plans and programs that align with the organization’s goals, inclusive of customer acquisition, eCommerce traffic and store traffic
• Develop activation strategies with a focus on incrementality and profitability
• Support in connecting the dots between paid media strategy/tactics and retention program with customer acquisition and retention as the common north star

 

Budget Management and Reporting (5%)

• Internal lead on customer engagement budget management, forecasting, and team reporting with finance and executive leadership
• Oversee total enterprise customer engagement investment, partnering with Finance and Analytics to ensure spend is pacing to forecast and delivering on objectives
• Able to manage multiple projects and deadlines with support and resources as needed
• Perform other duties and special projects as assigned

 

Specific Job Skills:

 

Essential duties include

• Advanced understanding of media, personalization, consumer segmentation, acquisition cost and lifetime value
• Demonstrated ability to understand retail metrics and the impacts of what drives P&L performance to ensure programs are delivering on profitable sales and consumer growth
• De