Under Armour, Inc. Sr. Lead, CRM Strategy & Insights in Baltimore, Maryland
Sr. Lead, CRM Strategy & Insights
Under Armour has one mission: to make you better. We have a commitment to innovation that lies at the heart of everything we do, not just for our athletes but also for our teammates. As a global organization, our teams around the world push boundaries and think beyond what is expected. Together our teammates are unified by our values and are grounded in our vision to inspire you with performance solutions you never knew you needed but can’t imagine living without.
This opportunity is to head the Under Armour's Global CRM team, collaborating with Analytics and Regional Marketing to develop and implement the CRM strategy and ensure the business is fully leveraging platform capabilities and tools.
This new role will be tasked with helping Under Armour transform CRM and personalization capabilities by ensuring that the CRM team is able to tap into the wealth of Customer data and help establish multichannel CRM as a key driver of top-of-funnel brand advocacy as well as direct conversion growth.
The Senior Lead CRM will help conceive and curate marketing strategies that capitalize on growth opportunities with prioritized customer segments by leveraging consumer insights, understanding the competitive landscape and working closely with cross-functional teams such as enterprise data and analytics team to guide the development of segmentation and regional marketing to develop and implement the segmentation strategies.
This position will work with senior business leaders to articulate capability gaps in leveraging customer interactions and data and technology, then identify solutions to fill those gaps, enabling long term relationships that drive acquisition, retention, and growth. Capability gaps could be and are not limited to technology and data infrastructure, operating processes and marketing execution.
Essential Duties & Responsibilities
Build and execute cross-channel strategies that promote acquisition, engagement and retention.
Leverage data and insights to develop acquisition, retention, win back and lifecycle strategies designed to increase customer lifetime value.
Collaborate with Analytics and Enterprise data teams to guide the development of segmentation and other models such as purchase propensity
Collaborate with regional Marketing & Technology teams to execute CRM strategies
Partnering with regional Marketing and Ecommerce teams to establish KPIs/metrics to measure and drive the impact of strategies
Organize rapid test & learn initiatives that establish global CRM best-practices and expand our “playbook’
Align CRM strategy and roadmap to business objectives and identify data and technology gaps to implementing CRM and help fully leverage the capabilities of available technologies and tools (eg. Salesforce)
Build measurement framework with reporting to quantify impact, identify trends, and track key initiatives, partnering with analytics team on ad-hoc analysis and deep dives
Drive incremental revenue and transactions while improving relevancy through experimentation and personalization
Harness technology for programmatic personalization at scale, utilizing APIs, machine-learning models and behavioral data to improve customer relevancy and revenue impact
Understand and establish connections between global and regional teams
Qualifications (Knowledge, Skills & Abilities)
Proactive and self-starter
Experience working with Salesforce tools such as Journey Builder journey creation and understanding of Salesforce Cloud technology a strong plus
Knowledge of basic SQL
Experience developing engagement strategies based on the segmentation and propensity models
Experience with Predictive Intelligence tools
Must have excellent oral and written communication, presenting, meeting facilitation, negotiation, decision making, and problem-solving skills
Must be a team player as demonstrated through a large scale/enterprise implementation with multiple work streams.
Strong written and oral presentation skills and success interacting with senior-level executives in a corporate environment
Experience in email or performance marketing with an emphasis on personalization and experimentation, with the ability to learn new technologies, products, or systems quickly.
Loyalty experience, a plus.
Robust analytical skills - quickly digesting large amounts of data, identifying trends and pursuing the right questions to take action
Education And / Or Experience
• Bachelor’s degree in relevant field
• 5-7 year experience minimum
• 2+ years experience in developing or guiding the development of segmentation models with analytics teams
• 5+ years experience in developing customer retention strategies for retail or related industries
At Under Armour, we are committed to providing an environment of mutual respect where equal employment opportunities are available to all applicants and teammates without regard to race, color, religion, sex, pregnancy (including childbirth, lactation and related medical conditions), national origin, age, physical and mental disability, marital status, sexual orientation, gender identity, gender expression, genetic information (including characteristics and testing), military and veteran status, and any other characteristic protected by applicable law. Under Armour believes that diversity and inclusion among our teammates is critical to our success as a global company, and we seek to recruit, develop and retain the most talented people from a diverse candidate pool.