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.