Visit Orlando is now recruiting for a full-time CRM Senior Representative. The CRM Senior Representative is responsible for the campaign development, implementation, and management of all email marketing, SMS, push notification and CRM programs. Responsible for project management of campaigns from conception through implementation, including email campaign development, customer segmentation, personalization and messaging, scheduling and deliverability, campaign analysis, A/B test strategies and new campaign recommendations. Maintain expert knowledge of email best practices for optimal delivery and performance, CAN-SPAM and CASL compliance. Collaborate with internal teams, agencies and vendors to drive program enhancements that meet or exceed financial and branding goals. Must understand the role of email, SMS, push notification in managing customer relationships, and how email works in combination with direct mail and other online channels, including paid and natural search, affiliate, and online media.

 

MAJOR AREAS OF ACCOUNTABILITY:

  • Plan, implement and manage the campaign development and execution of all email marketing, SMS, push notification and CRM programs to deliver against business goals.
  • Plan, implement and manage acquisition, transactional, promotional, informational, and dynamic content strategies that leverage customer lifecycle, drive lead generation, maximize customer engagement, retention, and re-activation programs.
  • Serves as the day-to-day POC for internal teams, agencies and vendors on campaign development and implementation of programs and drives the continual testing and optimization of programs to ensure business objective are consistently met on time and on budget.
  • Identify new ways to leverage email marketing to drive lead generation and engagement (email and social) of email recipients.
  • Project manage the campaign and content development process in alignment with campaign objectives and internal teams including but not limited to the coordination of content and messaging calendars, development of project briefs, coordination of content and creative development, communication of creative concept with Print and Digital Services, routing and securing for feedback and approvals.
  • Implement email segmentation requirements and suppression rules for each email campaign.
  • Manage email, SMS and push notification content calendar and communication schedule maintaining timely execution of all email and CRM programs.
  • Monitor email reputation and ensure quality assurance and the integrity of email deliverability including, certification, contact frequency governance, vendor relationships, data hygiene, testing email content deliverability performance, in-box render testing, and troubleshooting deployment issues.
  • Develop and document business rules for Email campaigns including source systems, criteria, campaign decision trees, customer journey, suppressions, unsubscribes, tracking parameters, frequencies and timing. 
  • Acts as the subject matter expert on email service providers and for email marketing and develops and updates best practices documentation ensuring utilization of these best practices to optimize deliverability, customer acquisition, engagement and retention, and keeps up on the latest tools, trends and techniques in email marketing and CRM.
  • Ensure compliance at all times with CAN-SPAM, CASL and privacy laws and adhere to data governance guidelines.
  • Develop and implement testing plans, such as subject line, content, audience, targeting and provide analysis that accurately assesses delivery, content, profitability and performance of each email campaign and customer performance on a daily, weekly, monthly, and ad hoc basis.
  • Perform reporting and analysis at the email, campaign, program and customer-level, utilizing key success metrics to provide strategic recommendations for email, SMS, push notification and CRM campaigns and programs.
  • Create data-driven recommendations to develop and execute tests strategies that deliver against ROI targets while driving and optimizing key traffic and revenue metrics including CTR, open rates, incremental revenue lift, engagement, retention and reactivation.
  • Track year over year campaign performance to identify changes in trends and recommend adjustments to optimize against business goals.
  • Maintain email campaign process, SOP, planning, campaign, content and messaging documentation.
  • Proactively monitors competitive market information and performance of email campaigns to make effective strategic recommendations for tactical, campaign, program and process improvements. 
  • Perform other duties as assigned.


SUPERVISION OF OTHERS:

 None

 

QUALIFICATION REQUIREMENTS:

EDUCATION:

  • Bachelor's degree (B.A.) from four-year college or university in Marketing, Business, Communication or other related discipline.

EXPERIENCE: 5-7 years of marketing experience with:

  • Demonstrated experience and success in email marketing from concept to completion and database management and usage.
  • Knowledge of Salesforce: Marketing Cloud and Database. 
  • Experience developing and analyzing reports to measure program success and formulating recommendations for improvement.
  • Expert knowledge of email marketing best practices and response optimization techniques.
  • Excellent client service and problem solving skills, able to identify and anticipate both opportunities and problems and proactively drive them to resolution. 
  • Advanced experience working with email testing (rendering), email deployment platforms and troubleshooting deployment issues.
  • Strategic thinking with hands-on execution.
  • Superior communication and interpersonal skills; and proven ability to partner across an organization and with outside agencies and vendors with a very strong deadline driven focus. 
  • Superior project management, trafficking, proof reading and organizational skills, with high attention to detail, proven ability to prioritize multiple projects in a fast-paced, deadline-driven environment. 
  • Goal-oriented, self-motivated, creative, flexible and adaptable to new situations and new responsibilities.
  • Extensive computer knowledge and proficiency in Microsoft applications.
  • Experience with the following technologies and terms: Content Management Systems, HTML, CSS Rich Text, CAN-SPAM, CASL, Deliverability, Domain, ISP, URL, Alt-tag, SQL, etc.
  • Pro-active, goal-oriented, self-motivated, flexible and adaptable to new situations and responsibilities.

 

LANGUAGE SKILLS:

  • Ability to read and interpret documents such as safety rules, operating and maintenance instructions, and procedure manuals.
  • Ability to write routine reports and correspondence.
  • Demonstrate strong verbal and communication skills with ability to speak effectively before groups of customers or employees of the organization.

 

MATHEMATICAL SKILLS:

  • Proficiency in pulling, analyzing and reporting on email marketing and database KPIs.
  • Ability to calculate figures and amounts such as discounts, interest, commissions, proportions, percentages, area, circumference, and volume.
  • Ability to apply concepts of basic algebra and geometry.

 

REASONING ABILITY:

  • Ability to solve practical problems and deal with a variety of concrete variables in situations where only limited standardization exists.
  • Ability to interpret a variety of instructions furnished in written, oral, diagram, or schedule form.

 

ORGANIZATIONAL SKILLS:

  • Strong organizational skills with the ability to set priorities, meet deadlines and manage multiple projects simultaneously. Needs strong analytical and problem-solving skills with a strong detail orientation.
  • Excellent project management skills with ability to multi-task and work well within a fast paced, deadline intensive environment.
  • Ability to work well independently as well as part of a team.

 

 EEO

 

APPLY NOW

Email your (Word, PDF) Resume to: human.resources@visitorlando.com    OR

Mail your Resume to: Human Resources, P.O. Box 690355, Orlando, FL 32869    OR

Fax your Resume to: (407) 370-5006