Manages the Customer Relationship Marketing strategy and analysis to drive new guests into the CRM database and deliver incremental profitability from current program members.
Operationalize the CRM program:
Look at data strategically and formulate recommendations that are grounded in the customer with respect to stores, franchisees, merchandising products, operations etc.
Build & Develop an aggregate view of the customers on the CRM program with respect to their behaviors like purchase and employ strategies to maximize the value for customers, franchisees, 7-Eleven & Vendors.
Own the CRM program strategy in terms of the viability of the program for customers, vendors, franchisees & 7-Eleven.
Develop the role of CRM as an ecosystem approach, and the hub of all activity.
Engage with Marketing & Merchandising to leverage the CRM Platform as a channel of engagement with the consumers.
Engage with Marketing, Merchandising & Ops on the Financial model of the program leading to a Sales Plan.
Support Merchandising product goals toward executing the merchandising & operations strategy on the platform.
Contribute to & work with Marketing to inform the value proposition of the program to customers, franchisees & operations.
Contribute to & work with Loyalty Operations Mgr to have a consolidated Customer Program Strategy.
Lead the vision for future iterations of the CRM program, including new technologies, data sources.
Work across the organization to leverage CRM data as a driver for acquisition efforts.
Bachelors/4 Yr Degree
7-10 years of experience, Marketing, Loyalty, Digital Marketing.
Proven expertise in segmentation development and analysis.
Strong skills external partnership development and the ability to build a strategic business case.
Strong communication skills and ability to influence decisions across functions that do not report directly.
Ability to manage multiple projects simultaneously and flexibility to change as required based on shifting priorities.
Ability manage internal milestones and complex project timelines for excellent execution.
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We believe that to be effective leaders at 7-Eleven, we must think about the needs of our customers and our teams before we tend to our own needs. We call this Servant Leadership, and it's the foundation of everything we do here. As Servant Leaders, we are guided by core values that we live by every day. These values help us serve our customers, our teams and our communities. They are the heart of 7-Eleven and what makes us who we are.