CRM and Email Marketing Lead

Job Summary

This role is a mix of technical expertise and business savvy. The CRM Campaign Lead will deliver a global customer CRM lifecycle plan to maximize the customer experience and drive incremental revenue at the customer level across multiple channels including email, SMS, mobile push and website messaging. You will oversee all stages of the lifecycle, including ideation, design, build, launch and growth. You will be the Marketing Team lead of the technical implementation and troubleshooting of data-driven marketing efforts, working closely with Data and Technology teams. The role will optimize through automation and personalization, in an environment that utilizes technology and data to target and deliver relevant digital messaging at all points across the customer lifecycle. You will leverage first party data from a range of data warehouse tables for automated / triggered, algorithm-based messaging designed to enhance the customer’s booking experience, strengthen loyalty, and drive incremental revenue.

Duties & Responsibilities

STRATEGY

• Manage Porter’s CRM lifecycle, developing a comprehensive and robust customer lifecycle plan to deliver a 1-1 experience to our customers
• Determine key areas of strategic improvement for Porter’s email and cross-channel marketing strategy and capabilities, leveraging data-driven automation and personalization
• Collaborate with Marketing, Loyalty, Data and Revenue Management teams to identify segments, design customer journeys and ensure alignment on business needs and requirements
• Acquire new members for the loyalty program by leveraging customer and booking data.
• Increase member’s lifetime value by deploying automated campaigns that guide them through the loyalty program and offer tailored promotions.
• Develop subscription and site visitor login strategies to grow our database and enhance our ability to communicate the most relevant offers to our customers.
• Work with the Data Warehouse and Technology to identify opportunities for technology /data improvements for CRM campaigns
• Work with Analytics, Revenue Management and Data Warehouse teams to enhance targeting criteria and create predictive models machine learning algorithms.
• Collaborate with the Marketing and Creative teams to implement A:B/ multivariate testing methodologies to improve engagement and conversion rates

TECHNICAL

• Perform day-to-day email marketing activities including, but not limited to, email campaign build, set-up, scheduling, testing and deployment of one-time, recurring, triggered and dynamic content-driven campaigns
• Define the customer data points needed for campaign automation and set up the import process (to Braze) in collaboration with Technology and Data Warehouse teams.
• Manage the design and implementation of complex automated / triggered campaigns, including end-to-end journey building, audience targeting and personalization to ensure the content is targeted, timely and relevant.
• Utilize SQL to extract custom segments and audience insights from database.
• Develop and enhance automated multi-channel campaign standards and processes for all the parts of our email strategy and optimization methodology
• Serve as internal expert relative to compliance & best practices, list clean-up and maintaining a clean database, prospect and subscriber segmentation, improving email deliverability, data integrity, etc
• Monitor, analyze and report on email and cross-channel performance across campaigns, translating complex data and test results into actionable insights for campaign optimization.
• Proactively stay current with the latest CRM, Lifecycle Marketing and Marketing Automation trends, to provide innovative recommendations
• Leverage insights and best practices to continually improve decision-making, processes and campaign development activities and data reporting accuracy
• Implement Tableau dashboards and automated reports with support from Business Intelligence team to track performance of campaigns and KPIs
• Monitoring of vital components of CASL, CAN-SPAM and anti-spam legislations as they evolve so all our practices remain compliant.
• Comply fully with all privacy, confidentiality, marketing permissions, data security and other requirements related to the handling, access and storage of customer data
• Actively participate in Porter’s Safety Management System (SMS) including, reporting hazards and incidents encountered in daily operations; understand, comply and promote the Company Safety Policy

Behavioural Competencies

• Concern for Safety: Identifying hazardous or potentially hazardous situations and taking appropriate action to maintain a safe environment for self and others.

• Teamwork: Working collaboratively with others to achieve organizational goals.

• Passenger/Customer Service: Providing service excellence to internal and/or external customers (passengers).

• Initiative: Dealing with situations and issues proactively and persistently, seizing opportunities that arise.

• Results Focus: Focusing efforts on achieving high quality results consistent with the organization’s standards.

• Fostering Communication: Listening and communicating openly, honestly, and respectfully with different audiences, promoting dialogue and building consensus.

Qualifications

• 4-5 years of experience working with an enterprise-grade CRM system with a detailed understanding of database management, and the design and deployment of a variety of campaign types.
• Advancedexperience with customer segmentation, targeting and hyper-personalization data
• Advancedexperience creating and implementing cross-platform (email/SMS/website) campaigns that include complex, dynamic personalization messaging, automation and triggers.
• AdvancedExcel and data manipulation skills required. Tableau experience preferred.
• Advancedability to use data insights to tell a comprehensive story for executive-level presentations
• Intermediate knowledge of HTML, CSS for email template coding
• IntermediateSQL query building skills to leverage database insights
• Basic to Intermediateunderstanding of digital advertising trends and technologies in acquisition channels (SEM, display, SEO) for collaboration
• Organized with very strong attention to detail
• Proven ability to multi-task, prioritize, and meet deadlines
• Strong written and verbal communication skills
• A bachelor’s degree in business, computer science or similar preferred

Location

Toronto (250 Yonge Street)

Company Description