Director, CRM Marketing, Homes.com

Job Description

CoStar Group (NASDAQ: CSGP) is a leading global provider of commercial and residential real estate information, analytics, and online marketplaces.  Included in the S&P 500 Index and the NASDAQ 100, CoStar Group is on a mission to digitize the world’s real estate, empowering all people to discover properties, insights and connections that improve their businesses and lives.

We have been living and breathing the world of real estate information and online marketplaces for over 35 years, giving us the perspective to create truly unique and valuable offerings to our customers.  We’ve continually refined, transformed and perfected our approach to our business, creating a language that has become standard in our industry, for our customers, and even our competitors.  We continue that effort today and are always working to improve and drive innovation.  This is how we deliver for our customers, our employees, and investors.  By equipping the brightest minds with the best resources available, we provide an invaluable edge in real estate.  

Homes.com is reimagining the home search experience for consumers and agents alike. We are empowering people to discover homes, share insights and make connections on their terms – disrupting a multi-billion industry. Already one of the fastest growing real estate portals in the industry, we are driven to be #1.

Homes.com is a CoStar Group company with 20+ years' experience in leading and growing digital marketplaces. We pride ourselves on continually improving, innovating, and setting the standard for property search and marketing experiences. With Homes.com we’re building a brand on the cusp of defining the industry. We’re looking for big thinkers, brave leaders, and creative advertising wizards ready to influence a new age of homebuying within a tried-and-true, award-winning company.

Director, CRM Overview:

We are seeking a Director of CRM to join our Richmond based Homes.com Marketing team. As Director, you will own the strategy, execution, and optimization of our B2B and B2C relationship marketing initiatives. Your primary focus will be resetting the foundation and growing the reach, sophistication, and performance of our email marketing program while expanding into new lifecycle and retention tactics, such as SMS, support in-app messaging, and more. You will lead development of a comprehensive lifecycle strategy to drive consumer and client acquisition, engagement, upsell and retention, and be responsible for growing our marketing automation capabilities and expanding our consumer and client database. This role spans strategy and planning; creative development and production; testing, execution, and reporting and analytics and will have cross-functional collaboration with the leads of product development to align lifecycles with transactional product email journeys.

The role requires a customer-first mindset, a deep understanding of lifecycle marketing best practices, and the ability to execute data-driven campaigns that drive measurable results. You will work cross-functionally with Creative, Product, Sales, and various analytics and data infrastructure teams to design and implement scalable CRM strategies that improve engagement, conversion, and retention. This role requires a deep level of strategic experience as well as tactical & technical experience in CRM marketing systems.

This position is located in Richmond, VA and is in office Monday through Friday.

Responsibilities:

Email Marketing Strategy

• Develop strategic, integrated marketing plans and programs that align with the organization’s business and marketing goals: drive online traffic and leads, drive brand affinity and top of mind awareness through email touch points and 1:1 communication.
• Lead daily email touchpoint strategy for Homes.com.
• Incorporate personalization, segmentation, and relevancy into the email program to drive higher engagement and future re-engagement. Identify opportunities to expand beyond email into SMS and other retention-driving channels.
• Develop and execute a rigorous testing agenda to continuously improve performance, focused on customer engagement, traffic, and leads.
• Utilize and expand an email marketing tech stack that includes Salesforce to drive optimizations and more personalized contacts.
• Maintain current subscriber list and develop strategies to increase list size.
• Lead cross-functional email program center of excellence using best practices, and strong knowledge of new technologies & trends. Establish regular touch-bases with cross functional counterparts and socialize learnings and subsequent program optimizations.
• Lead competitive intelligence reporting that details how others in the category are leveraging CRM to engage and grow respective audiences.

Content, Execution and Deployment

• Develop content strategies in partnership with B2B and B2C Sr. Directors based on audience and cadence; work with in-house creative team to develop assets
• Actively participate in creative reviews to ensure creative delivers on brief requirements, will drive engagement, is right for the audience and aligns with email best practices.
• Ensure email best practices are communicated and leveraged in all CRM communication formats while having cohesion to larger marketing strategies and communication touchpoints
• Responsible for email deliverability, sender health scores, and driving IP warming strategies as needed.
• Ensure Email Marketing team builds, schedules, and deploys flawless campaigns through Salesforce.
• Troubleshoot performance issues and work with Salesforce support and internal teams to correct.

B2B Demand Generation

• Collaborate with the B2B and B2C marketing teams to build customer journeys that drive engagement and sales conversions. Identify new opportunities to support business goals.
• Own B2B and B2C email marketing strategy. Manage the set-up of one-time and automated email campaigns, content and message optimization, list segmentation, deployment, and reporting.
• Provide support for promotions, conferences/events, and other initiatives developed by the B2B marketing team.

B2C Registrations and Site Usage

• Leverage data-driven segmentation strategies to deliver personalized, relevant content to different audience segments.
• Develop dynamic and behavior-based messaging sequences that increase site engagement.
• Utilize A/B testing and predictive analytics to optimize subject lines, content, send timing, and channel mix.

Reporting and Analysis

• Monitor program performance of each program to understand health of the file, strength of segments and overall program health. Establish performance goals, grounded in data and current business context, and report regularly on progress.
• Utilize Google Analytics & Salesforce Marketing Cloud to pull KPIs into weekly and monthly reporting and dashboards to socialize with key stakeholders.
• Leverage CRM data to further understand audience performance.
• Identify opportunities for program enhancements and audience strategies.

Team Leadership & Management

• Mentor and manage 3-4 junior and mid-level team members and guide them in the development of effective programs.
• Establish yourself as the CRM leader within marketing and the face of the email marketing team and program within the organization, preparing executive level plans and recommendations while providing consistent communication and updates for all CRM practices.
• Establish performance goals and provide on-going feedback, coaching, and development to enhance the team's performance and capability.
• Manage annual and monthly budget and forecasting process.

Basic Qualifications:

• Bachelor’s degree from an accredited, not-for-profit University or College
• 10-15 years successful Email Marketing experience required, ideally in a fast-paced, large brand environment
• 4+ years of Experience with analytics platforms such as Google Analytics, Sales Force Marketing Cloud, and Validity.
• Must have previous successful experience with:
  • Leading and growing a strategic email program with a high level of accuracy in project deployment, tracking email schedules, and success metrics
  • Recognizing potential business issues and communicating proactively to team and cross functional partners and drive to solution
• Deep understanding of customer behavior, segmentation, and lifecycle marketing principles.
• Strong performance marketer who thrives on hitting KPIs and driving measurable business outcomes.
• Strong written, verbal, and communication skills, required
• Superior project management and organizational skills, required
• Must be able to easily navigate and drive consensus through influence in a matrixed environment while building cross functional relationships (both internal and external)
• A track record of commitment to prior employers

Preferred Qualifications:

• Ability to adapt to company-led CRM systems with expertise to drive innovation and improvement within platforms
• Effectively lead multiple programs and competing priorities and deliver results while driving future strategy
• Experience with Marketing Technology and automation that drives email personalization, highly preferred
• Experience with Marketing Databases, highly preferred
• Experience working in Salesforce Marketing Cloud, highly preferred
• Experience working in Salesforce highly preferred
• HTML/CSS and SQL skills, highly preferred
• Comprehensive understanding of how to leverage CRM data in an email program, preferred

WHAT’S IN IT FOR YOU?

When you join CoStar Group, you’ll experience a collaborative and innovative culture working alongside the best and brightest to empower our people and customers to succeed.

We offer you generous compensation and performance-based incentives. CoStar Group also invests in your professional and academic growth with internal training, and tuition reimbursement.

Our benefits package includes (but is not limited to):

• Comprehensive healthcare coverage: Medical / Vision / Dental / Prescription Drug
• Life, legal, and supplementary insurance
• Virtual and in person mental health counseling services for individuals and family
• Commuter and parking benefits
• 401(K) retirement plan with matching contributions
• Employee stock purchase plan
• Paid time off
• Tuition reimbursement
• On-site fitness center and/or reimbursed fitness center membership costs (location dependent), with yoga studio, Pelotons, personal training, group exercise classes
• Access to CoStar Group’s Diversity, Equity, & Inclusion Employee Resource Groups
• Complimentary gourmet coffee, tea, hot chocolate, fresh fruit, and other healthy snacks

We welcome all qualified candidates who are currently eligible to work full-time in the United States to apply.  However, please note that CoStar Group is not able to provide visa sponsorship for this position.

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CoStar Group is an Equal Employment Opportunity Employer; we maintain a drug-free workplace and perform pre-employment substance abuse testing