Manager, CRM & Personalization

Wingstop

About The Position

The Manager, CRM and Personalization is a key member of the Customer Engagement team. The perfect candidate is a strong collaborator with a great business acumen and passion for customer experience. This role will be responsible for managing and continually optimizing our Email & Mobile Push (CRM) channels as well as helping drive our larger personalization strategy through a strong focus on innovation, including unlocking new capabilities and advancements in automation. The main responsibility of this position is to manage the customer lifecycle and create 1:1 experiences through the use of targeting, messaging, and placement strategies that are executed through the coordination of agency teams as well as internal partners. This person will also be instrumental in connecting our CRM communications into larger cross-channel journeys to accomplish customer and business growth objectives. This person must have the ability to interpret and communicate results and have a hunger for continuous improvement. They must be able to work independently and with external agencies/partners, possess strong communication and written skills, and provide significant thought leadership and direct value to the broader marketing organization.

Requirements

Bachelor’s Degree in Marketing or related field
5+ years of experience in customer marketing/CRM, restaurant or retail experience preferred
Strong understanding of email marketing KPIs with ability to interpret and communicate results back to business stakeholders
Proven experience building lifecycle and personalization strategies that drive customer and business impact
Ability to manage cross-functional external agency teams
Ability to effectively prioritize and execute tasks in a fast-paced, entrepreneurial environment
Can handle high volumes of work with ability to prioritize effectively and hit promised timelines
Ability to understand business objectives and requirements, organize and interpret campaign results, and deliver insights and recommendations in the marketing environment
Proficient in excellent written and verbal communication to cross-functional departments, senior team members, etc.
Experience with Salesforce Marketing Cloud, Adobe, or similar digital marketing tool sets preferred

Responsibilities

Strategize, ideate and oversee execution of CRM & Personalization roadmap that improves the customer experience and drive business results
Build strategies around customer lifecycle moments to accomplish key CRM objectives such as acquisition, frequency, retention, and reactivation
Leverage customer segmentation and insights to develop target, messaging, and placement strategies to bring cross-channel customer journeys to life across the marketing channels and Wingstop digital ecosystem
Monitor, interpret, and action upon CRM channel results as well as business and customer results on a weekly basis with support of agency partners
Develop and oversee learning agendas for Email & Push to continue optimization and innovation, driving progress in personalization
Work in conjunction with Brand, PR, Field and Media teams to ensure holistic marketing & communication plans are brought to life throughout our performance marketing channels and owned digital properties.
Manage Email & Push (CRM) channels and communications calendar, inclusive of Brand communications and targeted/personalized CRM communications
Oversee Email & Push campaign and creative execution across agencies as well as internal marketing and technology in partnership with Associate Manager of Personalization and CRM
Ensure campaign timeliness, quality and accuracy across all brand and CRM campaigns in relevant channels
Lead 1 direct report

Benefits

Unlimited paid time off for exempt employees
One paid volunteer day of your choice
Competitive bonus structure for eligible roles
Team member stock purchase plan
Health savings or flexible spending account options
401k – (dollar for dollar on the first 3% and then 50 cents on the dollar for the next 2% for team member contributions up to 5% of eligible compensation)
Comprehensive medical, dental, and vision benefits
Basic life and AD&D insurance provided
Pet insurance
Education Assistance
Wellness reimbursement program
Paid maternity and paternity leave
Lunch provided every Tuesday and Thursday in office
Discount on Wingstop gift cards
Onsite game room