PVH Corp. Director, Customer Relationship Management - CALVIN KLEIN in New York, New York
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Director, Customer Relationship Management - CALVIN KLEIN
The Customer Relationship Management (CRM) Director is an instrumental leadership role that will manage a newly formed in-house CRM Team, within the Calvin Klein headquarters. The Director reports into the Senior Vice President of Marketing and supports both the North American Retail Store & E-Commerce businesses. The role will be primarily focused on optimizing long-term customer relationships, inclusive of our customer loyalty program, direct to consumer segmentation strategies (email, mobile, apps, direct mail, etc.) and all coupon-based promotional initiatives.
This individual will lead the CRM team, inclusive of segmentation strategy, analytics, loyalty strategy and all direct to consumer efforts, leveraging the CRM platform to optimize customer lifetime value. This position is also focused on new customer acquisition strategies.
With the formation of this new team, this role demands an individual who will thrive in developing the groundwork for a best in class CRM team, establishing best in class practices.
PRIMARY RESPONSIBILITIES/ACCOUNTABILITIES OF THE JOB:
Leadership of the CRM team; day-to-day stewardship & executional needs to support the business demands.
Ensure all direct to consumer programs for North America Retail Stores & E-Commerce businesses are strengthening CRM metrics, driving frequency, retention, cross-channel behavior, as well as identifying up-sell and cross-category opportunities.
Partner with Marketing to establish an improved segmentation strategy & implementation.
Lead strategies for the Calvin Klein Preferred Loyalty Program, focusing on personalization testing and driving incremental behavior.
Monitor the performance of all promotional programs within customer segments and in comparison to other retail loyalty programs to maintain a level of excellence and best practices
Ensure all loyalty value propositions continually maximize lifetime value, profitability, make recommendations to enhance/change as needed
Manage research programs as they relate to direct to consumer marketing and loyalty strategies.
Day-to-Day management of our ESP & Database Provider, particularly in terms of customer data.
Drive new customer acquisition, as well as Store Operations and other cross-functional partners to ensure standards are upheld with regards to data capture
Develop actionable recommendations based on the customer data and trends
Look for opportunities to drive increased value and repeat visits amongst both domestic and international customer groups
Profile top value customer segments to further drive acquisition strategies
Monitor customer migration across various predetermined value segments
Define and monitor success at the program, customer segment and campaign levels for each brand
Identify and report on Health of the Customer KPIs to track effectiveness of the all promotional programs and assess levels of Brand loyalty over time
Create and maintain a formal process to update and share findings with cross-functional partners regarding Calvin Klein’s customer segments.
Some initiatives will touch multi-divisional marketing promotions, which include PVH family of brands, i.e. Tommy, IZOD, etc., so cross-collaboration and sharing of insights with respective CRM divisions.
Responsible for communication & socialization of the data to be shared appropriately across the organization.
QUALIFICATIONS & EXPERIENCE:
- 8+ years of experience in CRM, Retail Marketing, Acquisition, and Loyalty Marketing required
Bachelor’s Degree in Marketing, Market Research, Business, and/or Consumer Studies
Master’s Degree a plus
Must be proficient in Microsoft Excel, PowerPoint, Access and Word
Must be proficient with Business Intelligence software (ie. Business Object, Tableau, etc)
Must have segmentation experience
Must be organized, detail-oriented and accurate
Ability to collect and analyze data, identify opportunities and make actionable recommendations
Strong communication skills (both verbally and written)
Professional demeanor and proactive approach
Ability to interface with all levels within the organization
Strong presentation skills
It is the policy of PVH Corp. to ensure equal employment opportunities to all qualified persons without regard to race, gender, religion, age, national origin, citizenship status, disability, qualified veteran status, marital status, or sexual orientation.
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With a history going back over 135 years, PVH has excelled at growing brands and businesses with rich American heritages, becoming one of the largest global apparel companies.
We are over 35,000 associates operating in over 40 countries and $8.2 billion in 2016 annual revenues. We own and market the iconic CALVIN KLEIN, Tommy Hilfiger, Van Heusen, IZOD, Arrow, Speedo*, Warner's, and Olga brands and, in addition, market a variety of goods under our own and licensed brands.
*The Speedo brand is licensed for North America and the Caribbean in perpetuity from Speedo International, Ltd.