YMCA of Greater Seattle

Director, Lifecycle Marketing and Insights

US-WA-Seattle
3 weeks ago
ID
2017-5825
Type
Regular Full-Time
# of Openings
1
Association Office
Category
Administration
909 4th Avenue

Overview

At the Seattle Y, we know that lasting personal and social change comes about when we all work together. That’s why at the Y, strengthening community is our cause.  We are an inclusive organization of men, women, and children with a shared commitment to nurture the potential of youth, promote healthy living, and foster social responsibility.  For over 140 years, the Seattle Y has been listening and responding to our local community through our 14 full facility branches, 2 overnight camps, and over 200 program sites.

The Seattle Y has an opening for Director of Lifecycle Marketing and Customer Insights. This position contributes to the success of the YMCA of Greater Seattle’s mission in three critical ways:

  1. By leading development, execution and ongoing optimization of a strategies to increase member retention, loyalty, revenue, donations and volunteerism.
  2. By identifying and executing strategic, research-based audience insights that increase engagement, deepen impact, and improve operational effectiveness across constituents and employees
  3. By serving as subject matter expertise for database marketing; CRM and marketing automation.

Responsibilities

The successful candidate will work build a lifecycle based communication strategy for members and program participants that is designed to achieve association-wide objectives in the areas of churn reduction, revenue and philanthropy. This includes developing trigger-based email marketing and direct response campaigns, database and audience segmentation, and marketing automation. The role is also responsible for driving survey and research initiatives to ensure the organization understands constituents’ needs, satisfaction, and desired outcomes. The role supports tracking and reporting key organizational metrics and manages the annual constituency reporting process. The Director, Lifecycle Marketing and Insights should be a strategic thinker and a results-driven, data-minded, detail-oriented, highly organized team player who is able to work in an ambiguous environment while developing and implementing process and strategy.  The Director, Lifecycle Marketing and Insights is responsible for 1:1 campaign planning and development (email, text, etc.) as part of integrated marketing campaigns for branches, programs, and philanthropy as well as delivering audience segmentation insights from research and campaign testing. The role is also responsible for end-to-end delivery of association-wide research initiatives designed to produce actionable insights.

 

PRINCIPAL ACTIVITIES

  • Develop personas and segmentation strategies to help inform marketing and program strategies
  • Develop (with input from key stakeholders) the lifecycle marketing strategy, user flow & triggers, ideation, email content and messaging development and campaign execution
  • Drive the strategy, scheduling, execution and ongoing analysis of automated, targeted and personalized marketing strategies that drive retention, increase sales and deepen mission engagement
  • Analyze and report on campaign results and customer behavior to identify actionable opportunities to increase sales, improve customer retention and improve engagement. Use findings to lead customer segmentation and targeting efforts in partnership with the BI team
  • Conduct and track A/B testing for subject lines, frequency, calls to action, and other email content. Use learnings to continuously improve results
  • Execute targeted email communication strategy resulting from research insights
  • Design and execute a market research plan that will address key business questions and provide actionable insights
  • Plan and execute internal and external research initiatives (questionnaires, focus groups, behavioral data analysis, secondary research, etc.) in partnership with relevant stakeholders. Ensure all market research is timely, relevant, aligned with the organization’s strategy, and provides actionable results that influence business decisions
  • Provide insight for development and maintenance of relevant value propositions
  • Serve as subject matter expert for marketing automation – i.e. SalesForce Marketing Cloud.
  • Consult with cross-functional teams to help identify relevant business issues, research objectives and hypotheses to address questions and needs
  • Synthesize data and provide analysis, smart storytelling, insightful observations, reporting, support and training to ensure the organization maximizes the value of the information. Work with stakeholders to understand, interpret, and translate insights into effective marketing and product strategies
  • Mentor others in the association and advocate new research approaches that increase the organization’s capabilities to collect and understand information.
  • Manage external vendors along with internally driven research while driving innovation in research and lifecycle marketing methodology
  • Correlate survey results with behavioral metrics. Recommend membership and program improvements based on a holistic view of insights coming from research and behavioral metrics
  • Support the development of brand forecasts and sales targets through analysis of relevant customer metrics and market data
  • Other duties as assigned

 

Qualifications

Experience:

  • BA/BS or equivalent practical experience. MBA or M.S. in Marketing, Market Research, Statistics, or Economics preferred.
  • 6+ years of related leadership in database marketing, retention/loyalty marketing, data analysis and development of quantitative/qualitative insights, email marketing, lead nurturing, marketing automation, and web analytics.
  • Highly analytical and able to derive meaning from research, including A/B testing and email optimization
  • Excellent oral and written communication skills and an ability to influence others
  • Comfortable with hands on execution through modern tools such as Salesforce
  • Develop templates that are responsive to accept device-independent sizing requirements
  • Ability to troubleshoot technical issues related to HTML templates, list segmentation and other aspects of email execution, as required.
  • Experience developing marketing creative and communication that drives consumer response.
  • Exceptional project management and organizational skills.
  • Knowledge of email best practices including targeted lists, subject lines, messaging; deliverability and CAN-SPAM/anti-spam legislation.
  • Proven success in survey design, tracking and measurement programs across the full spectrum of market research
  • Strong business acumen, collaborative skills, and experience communicating research in concise, understandable language
  • Experience managing external vendors, statisticians, and data scientists
  • Proven track record in understanding and presenting data and success metrics to a diverse range of business functions including marketing, membership, operations, financial development, and executives
  • Hands-on experience with survey and market research tools

 

 

The YMCA of Greater Seattle is an equal opportunity employer committed to diversity, inclusion, and equity. We are a drug & alcohol-free workplace.

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