Senior Manager, Loyalty & CRM
US, Washington, Seattle
Marketing – Brand & Digital Marketing /
Full Time /
Hybrid
Who We Are:
At Brooks, we believe a run can change a day, a life, the world. Everyone who works here is a key part of our obsession to make the best running gear on the planet. We want our business — which also happens to be our passion — to be a place where everyone feels welcome and comfortable being themselves. Our company culture defines us, bonds us together, and drives our success. We live this culture daily through our brand values: Runner First, Word is Bond, Champion Heart, There is no “I” in Run, and Keep Moving. This means we always solve for the runner, do what we say we will, give it our all, are generous with our humanity, and find a way to keep moving every day, because joy is kinetic.
Are you ready to help create something extraordinary?
Your Job:
The Senior Manager, Loyalty and CRM leads all aspects of loyalty, email marketing, SMS, audience segmentation, CRM personalization, and future one to one digital relationship activations and tools. In this role you will develop one-to-one digital relationships with runners, grow retention, build engagement and loyalty to Brooks Running, represent the voice of the runner, and develop runner profiles of our customers. This will occur through the leadership and management of our loyalty program, email marketing, SMS, data collection and integrated marketing partnerships.
One of the primary responsibilities of your role is to drive the execution and expansion of Brooks Run Club (our loyalty program) across runner touchpoints in the physical and digital worlds. The awareness, effectiveness, growth, and opportunities for Brooks Run Club are endless and this role will be accountable for the program’s success in the North America region. You will deliver a personal running partner experience through relevant, timely, and personalized touchpoints that connect and build relationships with runners, so they trust, love, buy, and rave about the Brooks brand. This position is imperative to driving Brooks Running business and is accountable for leading a dynamic email marketing business to deliver email marketing revenue to support eCommerce and drive traffic to our retail partners.
Responsibilities:
- Lead Brooks Run Club (“BRC”) program expansion, awareness, and performance in North America by aggressively growing new members, increasing active member engagement, and gathering 1st party data to build runner profiles
- Develop and execute Brooks Run Club 2.0 by partnering with global marketing team, cross functional teams, identifying new partners, and building loyalty experiences that touch both digital and physical worlds
- Build a brand around Brooks Run Club that connects loyalty experiences to runner moments that delivers on its vision and purpose
- Collaborate and build internal partnerships to develop loyalty program services and experiences that provide great value to runners, while continuing to evolve the program to meet customer needs
- Accountable for driving BRC financial performance by building BRC brand awareness and defining and delivering loyalty experiences through multiple runner touchpoints
- Oversee the Brooks Running CRM team that is responsible for strategy, email execution, content, deliverability, and performance
- Be accountable for and deliver on CRM revenue goal and manage/scale to expected growth (email and SMS)
- Leverage customer data and analytics to inform the creation of loyalty tactics, drive traffic and conversion
- Lead loyalty program reporting and define KPIs to track performance, success, and optimizations to ensure accountability
- Manage agency teams to ensure alignment with email, SMS, and loyalty
- Lead, mentor and coach a team. Promote career development and manage performance using Brooks HR processes
- Lead innovation and test 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
- 10+ years’ experience in relationship, digital, email marketing required
- 5+ years management experience preferred including hiring, effectively directing the work of staff, coaching, development and managing performance
- Familiarity with email service providers, creative briefing, editorial calendar planning, and digital technologies. SailThru ESP experience a plus
- Excellent interpersonal skills that inspire and build trust resulting in effective working relationships across the company
- Strong understanding of direct to runner strategies and digital marketing required
- Knowledge of digital marketing and ecommerce best practices preferred
- Extreme passion for the customer and with an always on customer first mindset
- Experience with Google Analytics or Adobe Analytics a plus
- 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
- 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 $131,662 - $210,680 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!
Benefits- including medical, dental, vision, life and AD&D insurance, disability insurance, HSA and employer contribution, FSA, family & fertility assistance, 401K Savings Plan and match, employee assistance program, and transportation assistance.
Paid Time Off- Brooks offers generous time off including three to five weeks of paid time off, eleven paid holidays, paid sick and parental leave.
Bonus- in addition to base pay, Brooks employees may also be offered an annual bonus based on company performance.
Perks- including product discounts, employee recognition, fitness discounts, volunteer and donation benefits.
Location- You will spend 3 days per week in our Seattle offices, as we believe our organization flourishes when connections, collaboration, creativity, problem-solving, and celebrations happen in person.
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.
