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Director, Acquisition and Customer Base Marketing

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    Posted: 08/30/17
    Job Type: Full Time
    Location: Ottawa

    Reporting to the Vice-President Marketing & Communications, the Director, Acquisition and Customer Base Marketing is responsible for leading and executing data to re-define strategies that drive Customer Acquisition and Customer Base Management in support of overall profitable business growth.

    The incumbent will ensure alignment with the RCM's strategic priorities by leading efforts to drive increased revenue, develop and execute marketing programs in collaboration with the Director, Strategic Planning and Business Intelligence, the Director, Product Strategy & Management and the Sales team. 

    He / She will be responsible for leveraging market, industry, competitive environmental and customer segments information, for defining, developing and positioning relevant product and service offerings towards all segments and to lead marketing strategy and plan that drives profitable growth for the numismatic business through customer acquisition, retention and optimization.

    Essential Duties and Responsibilities:

    Collaborate with sales and customer marketing colleagues and lead the development and implementation of a Lifecycle Management strategy to increase the relevancy of our communications and product offers, enhance the customer experience to drive new customer acquisition and current B2C and B2B customer retention and growth.

    Current Customer Marketing

    • Drive the strategy and execution of lifecycle marketing to retain, build loyalty and increase the lifetime value of customers and improve their customer experience inclusive of leveraging a customer segmentation framework, developing a roadmap for a scalable CRM solution, managing and optimizing the rewards program
    • Develop lifecycle triggered based communications and offers and recommend strategies with a focus on optimization/continuous improvement and test & learn aimed to customer growth
    • Develop customized multichannel (DM, email, digital, inbound and outbound call centers) marketing plans associated with all customer segments and lead the delivery and execution of the planned campaigns
    • Integrate customer, market and competitive insights and analytics to support a portfolio strategy—resulting in marketing programs, sales effectiveness and product roadmaps
    • Lead the development of marketing strategy to capture the growth potential within current customer segments including top tier Master's club segments and other high-value RCM customers,
    • With accountability for overall program P&L, develop and execute the vision and roadmap for maximizing profitability and evolving the Masters Club loyalty program
    • Collaborate with B2B sales channel leads to structure and deliver impactful, cost effective promotional programs in support of dealer and distributor partners

    New Customer Acquisition

    • Set overall new customer acquisition strategy and lead tactical execution
    • Serve as primary stakeholder for acquisition marketing campaigns, programs, and projects and ensure execution meets brand standards
    • Collaborate with internal channel managers and functional acquisition team to develop go-to-market plans and programs across multiple marketing channels that best leverage available promotional tactics techniques (e.g. budgeting, channel mix, media profile)
    • Oversee new media, channels and value proposition testing - from pre-test analysis, to test design, to execution, to statistical measurement and post-test analysis  - to optimize acquisition results and overall campaign performance 
    • Coordinate with stakeholders to develop media positioning and messaging for awareness advertising
    • Day-to-day monitoring and reporting for metrics used to assess the health of user acquisition programs; Optimize campaign design by analyzing past performance and continually integrating best practices to optimize Cost per Acquisition (CPA); Build future projections and monitor performance to prepare regular reports to brand leadership and ensure campaigns meet stated business goals 

    Overall

    • Develop strong working relationships with cross-functional team members, including creative production, digital development and systems managers, business partners, and marketing team.
    • Provide Thought Leadership best practices in customer marketing
    • Develop the business case for each initiative and analyse the financial results expected to be driven by these varied initiatives to be able to effectively prioritize high ROI initiatives.
    • Work closely with finance and data operations team to monitor spend and ROI, forecast, customer analytics, attribution tracking, while closely monitoring and reporting key metrics and develop immediate action plans to optimize campaign performance
    • Ensure delivery of post-analysis of marketing programs and campaigns including ROI, evaluation and key learnings as a foundation for future programs and strategies.
    • Influence development of new and innovative marketing channels and solutions that drive business results to reach customer growth objectives
    • Manage and develop direct report(s)

    Requirements:

    • University degree, preferably an MBA
    • Minimum 15 years of marketing management experience and/or broad range of experience in loyalty marketing, CRM, customer lifecycle management and acquisition marketing
    • Minimum of 10 years of progressive leadership experience.
    • Demonstrative experience with customer lifecycle management, CRM and loyalty marketing
    • Strategic planning at blue chip consumer facing portfolio,
    • Demonstrated strategic strengths and analytical abilities in the field of marketing.
    • A record of success building and executing targeted go to market strategies (segmentation, targeting and positioning)
    • Excellent quantitative and analytical skills
    • Superior interpersonal skills and ability to work cross-functionally
    • Excellent written and oral communication skills
    • Project management, problem structuring and strategic problem solving skills
    • Ability to evaluate and synthesize disparate pieces of insight & analysis into a clear, focused strategy.
    • Strong aptitude and people leader
    • Ability to think big picture and distill clear insight in a concise, articulate manner
    • Drive for results. Commitment to high standards and passionate about goals/ beliefs in the face of complex obstacles/roadblocks
    • Bilingual: English and French

     

    If you qualify for the mandatory requirements, and if the above describes your abilities and interests, please forward your resumé and cover letter in confidence to:
    Royal Canadian Mint, Human Resources,
    320 Sussex Drive, Ottawa, Ontario, K1A 0G8
    Fax : (613) 998-0272
    e-mail : careers@mint.ca

    While we appreciate all applications, only those selected for interview will be contacted.

    The Royal Canadian Mint promotes equity in employment: As an equal opportunity employer, we welcome applications from women, aboriginal peoples, persons with disabilities and members of visible minorities.

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    Si vous possédez les compétences requises et que les tâches décrites plus haut correspondent à vos talents et intérêts, veuillez envoyer votre curriculum vitae ainsi qu'une lettre de présentation en toute confidentialité à l'adresse suivante :
    Monnaie royale canadienne, Ressources humaines
    320, prom. Sussex
    Ottawa (Ontario) K1A 0G8
    Téléc. : 613-998-0272
    professions@monnaie.ca

    Bien que nous tiendrons compte de toutes les candidatures soumises, nous ne communiquerons qu'avec les personnes retenues.

    La Monnaie royale canadienne encourage l'équité en matière d'emploi: comme elle souscrit au principe de l'égalité d'accès à l'emploi, elle reçoit avec plaisir les demandes d'emploi venant de femmes, d'Autochtones, de personnes handicapées et de membres de minorités visibles.

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