Director, Digital Experience

The Director, Digital Experience position will be responsible for driving traffic to global CSL Plasma locations via integrated digital marketing products and tools that include Customer Relationship Marketing (CRM), CSL Plasma App, website applications, etc.  He / she / they will design the strategy and vision of omni channel digital products that ensure donors and prospects are connected, inspired, informed, and driven to action.  This role will develop and drive how we maximize our marketing technology investment in concert with Information + Technology (I+T).  This person will provide strategic leadership and work in collaboration with various stakeholders in the development and management of all digital channels, manage multiple agencies and vendors to drive business results including acquisition, optimizing frequency, and unlocking efficiencies.  Responsible for analyzing and measuring the effectiveness of our marketing communications and efforts. 

Digital Strategy – Develops and leads the digital strategy partnering with internal partners (I+T, Strategy, Ops) and external agencies to enable world-class donor engagement, efficiently optimizing our budgetary resources. 

• Responsible for developing the digital product and platform function within CSL Plasma through resource optimization, workflow management and innovation. 
• Builds, maintains, and evolves the CRM strategy outlining our use of marketing technology, enabling real-time messaging, and developing a cadence for message communication and frequency with the donor database maximizing donor retention.
• Determine the strategy and plan of action to collect, analyze and implement meaningful CSL Plasma donor information and drive impactful personalization.
• Oversees loyalty and referral efforts.
• Advises on global efforts driving business results via CRM, e-mail, SMS, app and web site capabilities.
• Leads the development of consumer journeys and lifecycle management for both prospects and donors.

Digital Product Management – Oversees the roadmap and innovation around digital corporate channels including e-mail, SMS, web and more. 

• Leads the roadmap to define and evolve our experiences on e-mail, SMS, our web sites and beyond.
• Optimizes performance of these channels  
• Innovates and looks for new ways to digitally connect with our donors and prospects.
• Deeply understands how others inside and outside of our industry effectively connect with consumers and applies that discipline appropriately to our business.

Digital Brand Stewardship – Responsible for ensuring our brand and creative vision extends into the digital channels of web, SMS, e-mail, etc.  This role ensures donors are connected, inspired and informed and works closely with the Brand Marketing team and agencies as needed.

• Directs our digital agency and internal partners to ensure our branding translates appropriately into digital channels and donor touch points.
• Leverages and innovates best practices creatively through digital channels overseeing UX design and innovation. 
• Directs how we continuously test and learn new ways to creatively execute on corporate digital channels leveraging industry best practices and instilling user behavior trends.

Marketing Technology Lead – Partners closely with I + T function and guides planning decisions to maximize our investment and ensure tools tie into our business strategies.

• Is our resident Marketing expert on Salesforce marketing technologies and other products and platforms.
• Leads the selection, implementation, and efficient operation of the Digital Asset Management tool.
• Plays an active role in educating our organization on marketing technologies and partners closely with all levels of the I+T organization to ensure we balance technical architecture with maximizing our business objectives and donor experience.
• Owns and manages the Salesforce and digital agency engagements.
• Keeps up to date on the latest technologies and builds business cases to unlock new projects, programs and capabilities supporting our business objectives.

Lead and Develop Talent – Oversees a team of direct reports and leads external partner engagements.  Plays a critical role in developing and leading marketing resources within and outside their direct team. 

• Maximizes the talent on the Digital Experience team and on the overall Marketing organization. 
• Is responsible for the impact and effectiveness of our agency partners applying their knowledge to our organization.

Analytics and Measurement Lead