Description
Why Wendy's
You will be connecting data, technology and content at Wendys. You will play a key role in our:
- digital transformation - leading our lifecycle communication strategy and execution to drive customer growth, retention and engagement. You are well-versed in relationship marketing, customer journey building, multi-channel communication strategies and data driven approach.
- personalized 1:1 communication - in all our CRM channels, focusing on maximizing CLTV
- audience and segmentation strategy - you enjoy testing, learning and iterating our communication to better suit our customer's tastes and preferences
You can work in a highly cross-functional setting optimizing CRM's integration into the overall Wendy's world to deliver effective results. You will champion a customer-first mentality in building a world-class CRM capability for Wendy's.
Responsibilities
Business results - for fundamental CRM KPIs that measure the effectiveness of our program, delivering incremental + profitable results for all our stakeholders
1:1 personalization and customer engagement - create end-to-end acquisition and nurture strategies that result in growth; build all journeys + campaigns to reflect the true 1:1 connection with our customers across all lifecycle stages and increase their CLTV, in a data driven approach
Customer segmentation and retention - partner with internal and external stakeholders to carve our key customer segments that will drive the focus of our CRM program
Campaign planning and management - key partner for prioritizing journey + campaign roadmap, allocating resources that drive foundational+incremental value
Test and learn - primary champion of A/B testing at all touchpoints to drive campaign effectiveness that's fueled by best-in-class measurement techniques, while ensuring all content & campaigns are constantly improved based on feedback. You can challenge strategic assumptions and recommend an alternate approach.
Product ownership - key stakeholder representing the CRM program to achieve capabilities in our tech stack that will help drive customer engagement and 1:1 personalization
Journey and campaign building - problem statements, briefs, audience segments, campaign sizing & frequency geared towards 1:1 personalization
Product ownership - Development of business case & associated decisions on prioritization of product roadmap, campaigns, and development work
Decisions related to agency management, new CRM partners, or contract negotiations
Budget related to CRM resource allocation and planning
#remote
What we expect from you
Education: Bachelors Degree
Preferred: Master's Degree; Business Administration, Marketing
5+ years of experience in customer/ CRM/ Retention/ Lifecycle marketing within retail or e-commerce (restaurant industry/franchised business experience preferred)
Experience with and understanding of digital product and ordering channels (including mobile app, web, etc.), loyalty programs and systems, and CRM vendors or tools.
Consumer-centric, with strong knowledge of marketing campaign and creative communications development from strategic planning through execution and analysis
Analytical, data-driven mindset with critical thinking ability to translate data into easy-to-understand insights and business case; experience working with data scientists & engineering teams
Strong Project mgmt. and communication skills; has a bias for action + desire to be scrappy and learn quickly; Creates an inclusive culture for all viewpoints and perspectives
Education: High School Diploma/GED
Travel: 10%
Pay Range: $96,000 - $168,000 Annually
