Sr Analyst, Global CRM
Sr Analyst, Global CRM
About Our Client
For 35 years our client has had an unwavering commitment to improving the quality of life for people with diabetes by developing products defined by simplicity, accuracy, and trust. The business has worldwide hubs in Malvern, USA (Pennsylvania), Inverness, UK, and Zug, Switzerland.
This position will focus on a core set of stakeholders: Consumer/ Patients or Health Care Professionals depending on market archetype. This role will be responsible for executing CRM best practices, testing creative approaches & journeys ensuring that Lifescan's approach is optimized for key stakeholders. They will collaborate with the regional marketing leads to build CRM and email plans aligned with marketing objectives. They will also work with agencies to develop creative that delivers strong results on marketing objectives. The successful candidate will collaborate with IT to oversee the CRM, digital marketing ecosystem, implementation and functionality with Salesforce Marketing Cloud. Additional responsibilities include day to day agency management, database acquisition, defining CRM best practices and digital marketing funnel reporting, all within approved customer privacy & compliance frameworks.
* CRM Strategy:
o As part of Global Digital and Media Engagement, manage global database acquisition efforts. Identify consistent tactics and benchmarks for all regions.
o Support development and governance of key user journeys via consistent global requirements and evaluating existing CRM/Email marketing campaigns regarding
format, placement and creative employed for each campaign, with agency. Oversee A/B tests, develop "best in class" principles and benchmarks for all markets.
o Cultivate insights regarding relevant patient and provider customers including demographic profile, channel & content engagement as basis for marketing program development & execution.
o Collaborate with global media and brand team in developing integrated, multi-channel communications strategies and tactics to drive patient and provider customers to Lifescan touch points, both on-line and off-line.
* CRM Program Execution:
o Develop detailed CRM/digital marketing campaign requirements for lead generation, acquisition, and retention programs.
o Develop, contribute, maintain, document and follow all consumer and HCP CRM processes required to execute campaigns and initiatives.
o Participate in key digital and CRM governance activities.
o Oversee marketing program execution and performance reporting for all regions.
o Collaborate with IT to maintain integration of all existing customer data from various touch points into the centralized databases including all required documentation.
▪ Manage relationships with external vendors to ensure that data is received in appropriate format, in a timely fashion and loaded into database.
o Assure compliance with all policies, guidelines and Corporate Visual Identity standards.
The Successful Applicant
minimum of 5-10 years Marketing experience is required
* A minimum of 3-5 years of digital and/or relationship marketing, database marketing experience demonstrating a steady career progression with increasing responsibility is required
* Healthcare marketing experience is preferred
* Experience executing CRM programs and successfully driving database acquisition
* Experience implementing measurement plans to quantify impact of CRM including email marketing, content marketing, and digital/mobile metrics
What's on Offer
competitive compensation, base plus bonus