Customer Data & CRM Marketing Manager

Extended Stay America (ESA) is seeking a highly analytical Customer Data & CRM Marketing Manager to oversee our customer data platform (CDP) and lifecycle marketing programs across eMail, SMS, and Push. This role involves managing and optimizing a large-scale CDP containing millions of customer profiles and transforming that data into actionable marketing strategies.

Responsibilities:

• Oversees and optimizes the company's CDP, including data integrity, profile governance, audience management, and segmentation strategy across millions of customer records
• Partners with data, technology, and marketing teams to ensure accurate customer data flows, integrations, and campaign execution
• Guides the integration of systems with the CDP, ensuring optimal data structure and accurate mapping
• Partners with the Senior Director of Marketing in the development of the customer journey contact strategy across multiple channels, including web, display, email, SMS, push, social, etc
• Serves as the organization's primary point of contact for our CDP/CRM vendor
• Maintains and monitor CRM data flow across systems to ensure timeliness and accuracy
• Monitors database health, profile quality, consent management, and channel performance metrics
• Partners with our vendor to develop and refine consumer scoring algorithms regarding purchase propensity, price elasticity, and LTV
• Performs regular and ad hoc data analyses on our database to inform the company on our consumer and to aid in strategy development across departments
• Identifies consumer purchase trends and provides segmentation recommendations to improve conversion and profitability
• Develops and maintains a robust reporting dashboard
• Translates complex customer data into actionable insights and recommendations for leadership and cross-functional teams
• Regularly presents to leadership on current state, analytical findings, and future roadmap of the platform
• Enables constant testing and optimization across channels via production of data analyses and segmented audiences
• Works closely with various stakeholders to maintain the integrity of the database and to develop product roadmaps and enhancements
• Identifies opportunities to improve systems and processes to support the platform
• Partners with various functional teams to develop and implement strategies to increase capture rate of accurate guest data across all channels
• Works with digital marketing agencies and partners to leverage customer data for more targeted and productive marketing
• Leads the CDP/CRM vendor RFP process, including providing vendor recommendations, developing RFP content, and managing project timeline and logistics
• Manage and optimize our CRM communication channels of eMail, SMS, and Push
• Works closely with cross-functional teams to grow the subscriber database and increase revenue generation from the eMail, SMS, and Push channels
• Acts as business owner for all business-to-consumer (B2C) and business-to-business (B2B) communications
• Develops scalable audience and lifecycle marketing strategies using behavioral, transactional, and engagement data
• Builds and maintains sophisticated customer segments, triggers, automations, and personalization strategies to maximize adoption, retention, frequency, and loyalty
• Leads the development of the campaign, promotional, and testing calendars
• Spearheads testing strategies including A/B testing, audience experimentation, and incremental lift analyses
• Directs the content, messaging hierarchy, and creative development for all sends, both promotional and transactional in nature
• Oversees all aspects of the Email Service Provider (also used to deploy SMS and Push) to include integrations, maintenance, optimization, upgrades, data cleansing, and account management
• Influences KPIs via constant testing and optimization
• Manages external eCRM/SMS/Push agency
• Performs all other duties as assigned

Requirements:

• Hands-on experience working with large, complex datasets
• Experience in customer segmentation
• Knowledge of data governance
• Experience in audience architecture
• Familiarity with marketing automation platforms
• Ability to partner with technical teams on data structure
• Ability to partner with marketing teams on customer engagement strategy
• Experience in guiding systems integrations
• Ability to maintain daily operations
• Experience in conducting deep data analyses
• Ability to recommend omni-channel customer journey campaigns
• Experience in acquiring, nurturing, and retaining email and mobile messaging subscribers
• Ability to oversee and optimize a customer data platform (CDP)
• Experience in ensuring accurate customer data flows and integrations
• Ability to develop customer journey contact strategy across multiple channels
• Experience in monitoring database health and profile quality
• Ability to perform regular and ad hoc data analyses
• Experience in developing and maintaining a robust reporting dashboard
• Ability to translate complex customer data into actionable insights
• Experience in presenting analytical findings to leadership
• Ability to enable constant testing and optimization across channels
• Experience in identifying opportunities to improve systems and processes
• Ability to develop and implement strategies to increase capture rate of accurate guest data
• Experience in managing and optimizing CRM communication channels of eMail, SMS, and Push
• Ability to grow the subscriber database and increase revenue generation
• Experience in developing scalable audience and lifecycle marketing strategies
• Ability to build and maintain sophisticated customer segments and personalization strategies
• Experience in leading the development of campaign and testing calendars
• Ability to direct content and messaging for promotional and transactional sends
• Experience in overseeing Email Service Provider integrations and maintenance
• Ability to influence KPIs via constant testing and optimization
• Experience in managing external eCRM/SMS/Push agency