Vice President, Digital and CRM Marketing
Caruso
 Colchester, VA
The Vice President of Digital and CRM Marketing will be responsible for developing and executing the overall customer engagement strategy on our digital platforms including social & paid media, CRM and loyalty marketing. S/he will lead a team and partner with cross-functional groups across Creative and Property Marketing, Public Relations, Strategic Alliances and Entertainment (SAE), and Development, in a fast-paced and dynamic environment to deliver 360˚ integrated marketing initiatives. The ideal candidate will be able to develop the appropriate multichannel contact strategies and programs to drive revenue via actionable customer insights. 

Essential functions and responsibilities

  • Identify opportunities to align and integrate social media, paid media, marketing, and PR to drive top line revenue and growth
  • Develop the marketing strategy and execution plan that maximizes customer engagement, usage, conversion, retention, and loyalty across channels (e.g. email, social, web, paid media, etc.)
  • In partnership with IT, build and manage CRM database, including hygiene, migration, auditing, and integration of new data elements
  • Lead advanced database analytics to track customer behavior and lifecycle with brands; use learnings to develop communication strategies to maximize engagement and loyalty
  • Formulate CRM and loyalty strategy geared towards increasing customer rate, retention and spend and optimizing ROI on campaigns
  • Develop and implement programs for customer on-onboarding and lifecycle management via email and digital communications
  • Analyze and develop strategies to optimize Caruso Rewards Loyalty Program within the lifecycle management of highly engaged customers to further drive retention and increased purchase frequency
  • Oversee social strategy (paid & organic) as well as paid media buying strategy, in an effort to increase key KPIs across all of our social media and digital platforms
  • Manage SEO/SEM for websites, with a focus on traffic growth and website optimization
  • Innovate by launching new CRM initiatives that leverage customer insight and new technologies
  • Monitor and regularly issue CRM KPI Reports and proactively set overall capture rate, email, and other targets to achieve YOY growth in key strategic metrics
  • Complete analysis of CRM campaigns using control techniques and corporate reporting tools to measure success / ROI. Succinctly and clearly summarize and communicate results and learnings to optimize future campaigns
  • Cultivate talent and provide leadership, coaching, and career development planning for team members. Ensure productivity is maximized and quality is delivered

Qualifications required

  • 7+ years of marketing experience – planning and launching acquisition, engagement, social & paid media, digital creative development, integrated marketing campaigns
  • Expertise in paid media buying (digital and traditional); extensive knowledge of social media platforms
  • Knowledge of AdWords and Google Analytics, understanding of tagging & tracking mechanisms for digital marketing
  • Demonstrate relevant professional experience in the areas of growth marketing, email strategy/segmentation, social / digital campaign development
  • Ability to leverage insights and data to design and implement innovative marketing programs
  • Experience in successfully delivering measurable results in a dynamic business environment
  • Strategic, energetic, hands-on, self-starter
  • Ability to direct and supervise teams, outside agencies and consultants
  • Proven track record of effective collaboration with executive management, peers and direct reports
  • Passionate about new marketing technologies, trends in mobile, web, social, digital and other emerging technologies and best practices
  • Exceptional organizational skills, ability to handle multiple tasks, prioritize and meet deadlines with accurate and detailed results
  • Excellent communication skills- verbal and written
  • Excellent interpersonal skills; able to thrive in a collaborative environment where ideas are welcomed and shared
  • Strong luxury brand creative aesthetic with passion for and knowledge of beauty and fashion trends and premium brand experiences, as well as understanding of online consumer behavior
  • Understand brand voice and tone and how they translate to various audiences
  • Ability to keep calm under pressure and effectively communicate to team members with positivity
  • Be a self-starter with a sense of urgency, follow up and attention to detail 

  • Education
  • BA or BS preferably in marketing, digital marketing, internet marketing, social media marketing or interactive marketing. MBA a plus
Caruso is committed to providing equal opportunity in all of our employment practices, including selection, hiring, promotion, transfer, compensation, termination, and training, without regard to race, religion, color, sex, sexual orientation, gender, gender identity, national origin, ancestry, citizenship status, marital status, pregnancy, age, medical condition, genetic information, military and veteran status, disability, or any other basis protected by federal, state, and local law. Reasonable accommodation is available for qualified individuals with disabilities, upon request.

Caruso considers all applicants with criminal histories in a manner consistent with the requirements of the Los Angeles Fair Chance Initiative.