Sr. Director, CRM

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Wolverine Worldwide is a global marketer of branded footwear, apparel, and accessories. With an established global footprint that spans approximately 200 countries and territories, as well as a rock-solid infrastructure, Wolverine Worldwide is dedicated to advancing the following brands that comprise the ever-expanding portfolio: Bates, Chaco, Cat Footwear, Harley Davidson Footwear, Merrell, Saucony, Sweaty Betty and Wolverine. Wolverine Worldwide’s continued success is driven by our ability to stay true to our simple mission: we empower, engage and inspire our consumers – every step of the way.
Wolverine Worldwide is a Great Place To Work® Certified™ company, underscoring its commitment to prioritizing employee experience and cultivating an amazing company culture across its U.S. operations. The Great Place To Work Certification distinguishes employers that prioritize employee experience, based on employees’ survey feedback on trust, camaraderie, and appreciation in the workplace
The Sr. Director of CRM leads the development and evolution of Wolverine Worldwide’s CRM strategy – deeply rooted in our brands’ growth strategies and focused on our consumers, building brand equity, and driving growth via an integrated approach. The role leads a small team and partners closely with our brand and central marketing teams, technology team, and external vendors to achieve its objective.

Primary Duties:

• Leverage CRM marketing expertise, insight on emerging capabilities within the field, and a deep understanding of our technology roadmap to provide strong thought leadership and develop our CRM strategy in close partnership with our brand and central marketing teams, technology team, and external vendors.

• Partner with our brand marketing teams to map consumer journeys and related CRM programs based on consumer segment insights.

• Translate strategy into specific, actionable CRM tactics and guide implementation in collaboration with our brand marketing teams, technology team, and external vendors to enable effective execution – growing customer retention and lifetime value.

• Lead the continued enrichment and analysis of our first-party data to identify actionable insights and inform strategic planning.

• Partner with data and reporting team and brand teams to ensure consumer data and activity is tracked in valuable and actionable manner to inform marketing tactics and optimize performance.

• Partner with our central marketing team to utilize our first-party data to drive integrated, full-funnel engagement with our consumers and effective media performance.

• Performs duties consistent with the Company’s AAP/EEO goals and policies.

• Performs other duties as required/assigned by manager.

Knowledge, Skills and Abilities Required:

• 10+ years of experience in CRM and digital marketing

• Strong strategic capabilities to formulate strategic programs and recommendations based on insights

• Strong analytical skills to translate consumer data into actionable insights to drive growth

• Strong problem solving and project management competency to coordinate implementation and execution of recommendations across internal and external partners

• Curiosity and desire to learn and figure our paths to improve performance

• Strong understanding of MarTech, CDPs, and consumer marketing technology

• Strong communication skills and ability to influence an organization

Working Conditions:

Normal office environment. Some travel may be required.

Wolverine Worldwide has a flexible, hybrid work schedule, with three days in office and two days remote.

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The above statements are intended to describe the general nature and level of work being performed and are not intended to be an exhaustive list of all responsibilities, duties and skills which may be required.

Wolverine Worldwide, Inc. is committed to creating a company that is as diverse as our consumers. We value the differences in one another and believe our differences make us stronger. Our diverse and inclusive corporate culture starts with the recruitment process. We are committed to being an equal opportunity employer. We aim to create equal opportunities for our associates, customers, and suppliers regardless of race, color, religion, sex, national origin, age, disability, sexual orientation, gender identity, or any other legally protected characteristic.