Manager, CRM

Who We Are:

At Brooks, we believe movement is the key to feeling more alive. That’s why we’re driven to create gear and experiences that take people to the place that makes them feel more alive — whether it’s a headspace, a feeling, or a finish line.

Everyone who works at Brooks is propelled by a company culture that sparks excitement, fuels collaboration, inspires creativity, and ignites innovation.

Our brand values help bond us together and drive our success:

·  Runner First  

We act in the best interest of the runner

· Word is Bond

We do what we say we’ll do

· Champion Heart  

We give our all in everything we do

·  There is no “I” in Run

We stay generous with our humanity

· Keep Moving

We find ways to move every day, because joy is kinetic!

We welcome everyone from every walk of life looking to inspire others through the power of movement — because we’re all moving towards something. Let’s run there.

Your Job:

As the Manager, Customer Relationship Marketing (CRM) you will be responsible for the development of one-to-one digital relationships with runners, growing retention, building engagement with Brooks, and developing runner profiles of our customers. Through the leadership and management of our email marketing, SMS, data collection and integrated marketing partnerships, you will deliver a personal running partner experience through relevant, timely, and personalized touchpoints that connect and build relationships with runners to inspire them to trust, love, buy, and rave about the Brooks brand. You will drive the Brooks Running business and engagement through our dynamic email and SMS marketing program and other CRM programs. You will manage the execution of the customer relationship marketing strategy and influence the digital touchpoints to grow retention and engagement to the brand. You will lead and manage the CRM team to ensure seamless execution of department programs and initiatives. 

Responsibilities:

• Oversee the Brooks Running email and SMS marketing strategy, email and SMS execution, content, deliverability, and performance
• Be accountable for email and SMS marketing performance and how it aligns with the overall CRM strategy
• Deliver email and SMS revenue goals and manage email and SMS marketing programs and scale to expected growth
• Build email and SMS content strategy that balances My Gear, My Run, and Run Community content that can drive runner engagement with commerce related messaging
• Operationalize hyper local email and SMS marketing to drive business to our local retailers at scale, which includes email, SMS, creative, and copy efficiencies as well as technology solutions
• Leverage customer data to inform the creation of CRM tactics, generate profitability, and drive traffic and conversion. Drive customer segmentation, targeting, and contact strategies designed to drive retention, loyalty, and LTV
• Determine KPIs and build reporting to understand the value of email and SMS subscribers. Identify the customer data, audience profiles, and segments required to accomplish our CRM goals
• Lead the email and SMS program to support our customer service operations and other needs of the company
• Partner with Digital Products to manage, update, and maintain transactional emails and SMS to ensure they are relevant to the runner and delivered at the relevant touch points.
• Lead the cross functional team to increase email and SMS subscribers across digital and physical runner touch points
• Deliver on email and SMS personalization in crawl, walk, run phases using 1st party data and CDP predictive modeling and other attributes, to communicate relevant content at the right time to the right audience with the right message
• Develop and execute strategies to connect and engage with runners between purchase cycles
• Execute and deliver on projects that center around 1st party data, data collection, and retention with the end goal to build relationships with runners, so they love and rave about Brooks gear, science, and culture
• Increase brand engagement among our “known” runners so they have more frequent digital touchpoints with Brooks
• Deliver against multiple KPIs for the brand where CRM plays a major role, including but not limited to revenue, traffic, retention rate, email open rate, and email click rate
• Manage (including goal setting, performance review, hiring decisions, team culture, etc.) and support the career development of direct reports to ensure job satisfaction, retention and to identify and develop bench strength
• Be responsible and support SMS, chatbot, AI, and other relationship marketing technologies that focus on building one to one connections with runners

Qualifications:

• Bachelor’s degree required, with a focus in marketing or business preferred or equivalent combination of education and experience
• 7+ years’ experience in relationship, digital, email marketing required
• 3+ years management experience preferred including hiring, effectively directing the work of staff, coaching, development and managing performance
• Familiarity with email service providers (ESP) and SMS gateway providers, creative briefing, editorial calendar planning, and digital technologies. SailThru (ESP) and Attentive (SMS gateway provider) experience a plus
• Strong understanding of direct to runner strategies and digital marketing
• Knowledge of digital marketing and ecommerce best practices preferred
• Extreme passion for the customer and with an always on customer first mindset
• Experience with Adobe Analytics or Google Analytics a plus
• Skilled at providing creative art direction to designers and writing copy for emails per brand guidelines
• Experience in developing segmentation, automation and lead gen strategies and executing at the tactical level
• Keen attention to detail in planning, organization, and execution of tasks, while still seeing the big picture and understanding how all the pieces fit together and affect one another
• Self-starter, responsible, and able to own production level projects
• Excellent interpersonal skills that inspire and build trust resulting in effective working relationships across the company
• Creative genius that can think out of the box to build engaging customer activations, driving relationships and connections
• Demonstration of innovation and initiative – always looking at improving our processes while also displaying a willingness to dive into the details and help wherever necessary
• Embraces and lives the Brooks values!

Compensation: The pay range for this position, based out of the Brooks Seattle HQ, is $108,403 - $162,605 per year. Base pay offered will vary depending on job-related knowledge, skills, and experience.

Other:

Brooks is proud to offer a robust benefits package to our employees and their families!

At Brooks, we celebrate diversity & equity. We are committed to creating an inclusive environment, and encourage people of all backgrounds, perspectives, experiences, and skills to apply. Brooks is proud to be an equal employment opportunity employer. All employment decisions are made without regard to race, religion, creed, color, national origin, age, sex, gender, gender identity or expression, two-spirit identity, sexual orientation, genetic information, sensory, physical, or mental disability, marital status, pregnancy (including childbirth and related conditions), honorable discharge or military status, protected citizen status, actual or perceived victims of domestic violence, sexual assault or stalking, HIV or Hepatitis C infection, political ideology, use of a trained guide dog by a person with a disability, or on any other basis protected by federal, state or local law, or any other non-merit based factors.