Description
General Description:
Manages the Master Customer Lists to maximize customer retention, repeat purchase and lifetime value. Identifies and optimizes all opportunities for generating back-end direct response sales and profits for all the divisions of AMCH in order to exceed annual sales, profit and growth goals.
Responsibilities:
Develops testing recommendations to identify opportunities to drive profitable back-end sales, analyzes test results to improve sales and accurately identify opportunities. Takes personal responsibility to ensure the test and roll-out lists accurately represent the selection criteria and are accurately reflected in results reporting. Provides carefully considered, solid roll-out recommendations. Manages all aspects of company databases including segmentation, continual analysis and predictive modeling to maximize customer lifetime value through accurate and timely analysis enabling maximization of recency, frequency, and monetary value through strong back-end flows on all front-end sales generation activities. Provides thoughtful and considerate recommendations on opportunities to increase customer retention and rejuvenate databases through any and all sales vehicles. Works with the list acquisition team in order to find the best opportunities from outside mailing lists at the most cost effective price.
Specific Duties:
- Testing Recommendations – recommends testing designs and specific segmentation and list plans in conjunction with Media department and IT. Establishes testing parameters for head-on and segmentation test to assure they can be properly read and accurately analyzed on the back end to predict roll-out results with a reasonable level of confidence.
- Test Analysis – uses analytical data, develops state of the art statistical models and database management strategies to analyze test results and identify additional target markets for sales improvements, acts on all feasible opportunities for up-sells, cross-sells and line extensions.
- Develops Test and Roll-out Universes – recommends testing and roll-out universes, pulls the lists, checks them to ensure they accurately reflect the selection criteria and provides them to the Laser department.
- Marketing Results Reporting – provides accurate data on direct mail drops for Advertising Tracking Report with respect to test and roll-out universes, proper test labeling. Reviews results on a daily and sometimes multi-daily basis to ensure comprehensive understanding of results in real-time. Detailed review ensures accurate results reporting reflective of likely roll-out results. Takes responsibility for understanding and explaining all results.
- Roll-out Recommendations – prepares, distributes and obtains management approval for all roll-out recommendations, each with specific bases for recommendation for each target segment and an overall financial summary of sales, advertising, product costs and gross profits expected for each roll-out activity.
- List Segmentation, Analysis, Database Management and Predictive Modeling – Stratifies and configures house file segmentation to identify and offer different arrays of sales opportunities. Provides all list-related analytical support to Creative in the development of successful new programs effectively utilizing newly established database parameters and segmentations by applying psycho-graphic and demographic segmentation models. Develops customer profiles to optimize profitability and to develop niche opportunities. Analyzes and recommends mailing frequency and flow models to obtain maximum mailing efficiency.
- Maximizes Customer Lifetime Value – Through a combination of list management, accurate executions and results analysis and tested back-end flows, maximizes the customer sell-through for all new names generated to maximize repeat purchase rates and life-time sales and profits for each name.
- Optimizes Back-end Flows – Through consistent ongoing testing, establishes and continually challenges the composition and frequency of the mailing sequence of promotions to new names generated. Customizes appropriate back-end flows for each major product category for every front-end sales generation program. Assures the timely execution of testing and recommendations to generate flows to assure the value of new names is maximized and not lost due to slow action.
- Customer Retention and Rejuvenation Strategies – Develops and recommends in conjunction with executive management innovative strategies for customer retention and customer rejuvenation. Assures that every outbound shipment and communication to our customers has an appropriate sales piece included to maximize all sales opportunities.
- Recommends New Back-end Sales Generation Strategies – Recommends opportunities to build new sales generation opportunities in areas including but not limited to: Outbound Phone Sales, Ecommerce, Product Inserts and Customer Service upsells.
- Manages List acquisition team – Oversees list acquisition team in order to locate the best outside mailing lists that fit our products at the most cost effective price, with the highest return on investment.
Qualifications:
- Bachelor’s degree in Business, IT, or relevant field or equivalent experience
- Outstanding computer skills
- Extensive database knowledge and experience, including segmentation, analysis, hands-on management, test design and interpretation and a track record of maximizing lifetime value and growth in back-end sales and profits.
- Prior proven track record of working with and communicating with management at all levels to meet specific marketing objective and corporate goals.
- 5-10 years plus of strong Direct Response or relevant marketing experience.