Petco is looking for a Head of Customer Relationship to provide
expertise, vision and leadership to define and implement customer relationship
marketing strategy that successfully builds profitable, long-term customer
relationships across all channels. This position will also provide strategic
direction for tools and technology to support the implementation and execution
of the customer relationship marketing strategy.
Essential Job Functions
The incumbent must be able to perform all the following
duties and responsibilities with or without a reasonable
Essential Job Functions: The incumbent must be able to perform all the following
duties and responsibilities with or without a reasonable accommodation.
- Identify, evaluate and prioritize potential strategic growth
opportunities in customer database. Develop plans to operationalize
opportunities, both to incubate and long-term vision.
- Identify customer segments for targeted marketing programs
and plan customer offers and incentive programs to deliver ROI-positive results
- Develop personalized customer journeys at all stages of the
customer lifecycle to deepen the relationship with pet parents and their pets,
including audience, customer needs, messaging strategy, offer strategy, and
- Responsible for customer-centric data-driven strategies and
implementation plans to ensure success of lifecycle strategies, including paid,
owned and earned marketing channels and customer touchpoints (in-store, in-app,
online). Create continuous improvements for all key customer metrics: customer retention, acquisition, conversion,
cross sell, customer migration, lifetime value – gross and net (ROI), enhanced
value to program (benefits).
- Align all customer touch points with targeted creative
communications developed and produced to match the targeted customer segments
and meet the specific campaign objectives.
Work with the creative team to ensure each element is in line with the
customer type and PETCO’s branding and value statements.
- Enhance all contact programs by partnering with Analytics to
develop predictive analytics model by segment that will determine who to
contact, by what vehicle and with what offer that will lead predictable
- Lead new offer development in order to create an offer
toolkit to be used across the organization.
- Partner with Brand Marketing, Insights, Analytics, Member
Programs teams to analyze business and marketing data to identify key drivers,
mechanics and associated dependencies for driving conversion, product adoption,
retention, and cross-sell.
- Effectively translate analytics into clear insights and
- Drive continued innovation in evolving marketing programs
most effective at engaging the consumer audience at scale
- Forecast results from various tactics and advocate for
- Articulate program strategy and communicate results to key
stakeholders; executive presentations on the program approaches and results
will be required.
- Maintain, analyze, produce and communicate to management,
third parties, and partners the progress, opportunities and results of all
- Prepare annual budgets for programs assigned and manage
expenses in accordance with established budget, while maximizing profitability.
manage Customer Relationship team, including 2-4 internal/external team members.
Responsibilities include recruiting, interviewing, hiring, training,
mentoring/coaching, providing functional guidance, assignment delegation and
follow-through, and, partnering with Human Resources, discipline up to and including
tasks are performed while seated indoors at a personal computer. Limited travel to vendors, seminars and/or
conferences may be required periodically throughout the year.
college degree in Marketing and/or Business Administration required. Master’s degree in marketing or Management is
preferred. Ten years progressively
responsible related work experience in CRM, database and loyalty/lifecycle
marketing using lifecycle methodology, analytics and data-driven insights with
customer profiles/segmentation, customer database mining, predictive modeling and
sales analysis. Must possess proven well-developed ability to assess trends,
competitor actions and technological advances in lifecycle marketing and
services. Strong experience with store
training, signage, technical development, financial planning, vendor
coordination, and strategy development in addition to the overall communication
plan is required.
experience in a retail organization is required. Advanced background in loyalty and lifecycle
marketing required. Excellent analytical
and statistical skills are required as well as verbal presentation and written communication
skills. Five years experience in a
supervisory or managerial role required.
Excellent skills in Microsoft Office Suite. An equivalent combination of
education and related experience can substitute for a degree.
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