Digital Marketing and CRM- Director

Job Title:          Director of Digital Marketing and CRM

Department:  Marketing & Communications

Reports to:     Chief Marketing Officer

The Director of Digital Marketing and CRM is a key player within the Communications department, accountable for all acquisition, activation, retention, revenue/donations and referral marketing efforts. The overall objective of this position is to develop personalized, peer-to-peer communications with current and potential stakeholders* (volunteers, donors, corporate partners, Wish Granting Organizations (WGO’s), staff, and alumni families) to support the Village’s mission.

This position is responsible for building digital media strategies to increase brand awareness, engagement and donations. Its primary role will be to identify potential supporters, convert them into active supporters, and integrate them into the Village family so they remain connected to GKTW throughout their lives.

The Director of Digital Marketing and CRM is responsible for strategically planning, testing, implementing, and optimizing online marketing initiatives. This person will create and implement digital initiatives to improve stakeholder retention and nurture life-long relationships with GKTW.

Essential Responsibilities:

• Direct the digital marketing efforts including all promotional, trigger-based and targeted segmented campaigns
• Develop annual email marketing KPI’s and related strategies that capitalize on each programs’ strengths in driving potential and existing stakeholders to engage with the Village. Strategies must drive digital traffic, help the Village meet budget goals and grow the size of the Village email database
• Increase lifetime value and reduce churn by engaging stakeholders with the most targeted, and relevant content at each stage of the stakeholder lifecycle. Ensure that the correct message is being directed at the correct constituency
• Direct online referral and peer-to-peer marketing initiatives. Identify ways to optimize and fully use existing stakeholders’ voice/user generated content efforts
• Develop culture and discipline of testing, research, analysis and data-driven decisions to optimize plans across all platforms (social, website, email, text)
• Lead and implement loyalty / CRM Programs
• Direct all SEM, SEO, email, and lead generation/online referral programs, ensuring investments and efforts within each program drive the forecasted amount of qualified traffic, demand, and engagement for each program
• Collaborate with the CMO to create digital marketing initiatives that are consistent and provide a seamless stakeholder experience
• Continually monitor programs’ effectiveness
• Determine annual marketing investment required to meet or exceed database growth goals, traffic and demand goals and develop business case to support the annual investments

Physical Demands Beyond The Normal Office Environment:

• Ability to travel for overnight occasions
• Ability to operate a motorized vehicle, including battery-operated golf cart
• Ability to lift and transfer 25 lbs.

Requirements and Qualifications:

• Highly analytical, data-driven and understands how to optimize email programs/digital marketing campaigns to meet organization’s goals and metrics
• Experienced in successfully creating content and touchpoints to elicit preferred behaviors. Someone to marry the art of persuasion with the science of digital marketing
• Demonstrated successful peer-to-peer marketing and fundraising skills via digital marketing campaigns
• An analytics expert who has the passion, experience, skills and ability to turn complex data and insights into clear and actionable stories that support the Village mission
• Full understanding of CRM / Social CRM principles and best practices through hands-on experience managing digitally forward campaigns
• In-depth knowledge of loyalty program marketing (including testing, reporting, acquisition, retention, and engagement)
• Strong project management skills including: conceptualization, driving alignment, planning resources, managing deadlines and objectives, delivering analysis and recommendations
• Strong understanding of stakeholders’ mindset, stakeholder empathy and a dedication to creating great experiences with The Village
• Takes ownership, problem solves and demonstrates a high level of accountability
• Deep understanding of current digital landscape and ability to spot emerging trends
• Excellent communication skills and ability to enlist cooperation among internal and external partners

Education and Experience

• B.A./BS in marketing or related field, behavioral science a plus
• 8 + years of marketing experience leading significant digital marketing and CRM programs including email, loyalty, stakeholder segmentation and in a B2C environment, agency and/or nonprofit
• Experience with donor relations and/or active peer-to-peer fundraising or development for a 501(C) 3 is preferred
• Have strong knowledge or ability to quickly learn Salesforce and Luminate Online
• Ability to balance creativity and innovation with being analytical and financially astute
• Stakeholder-centric attitude and experience preferred

Note:

If you are applying for this position please send to DigitalMktg@gktw.org the following:

• A sample of a CRM campaign with goals and results
• A sample of a digital fundraiser campaign and/or consumer campaign with goals and results

*Please note: Stakeholders include volunteers, donors, corporate partners, Wish Granting Organizations (WGO’s), staff, and alumni families throughout the job description.

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