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Position Summary:

The Audience Strategist is responsible for collaborating with the team on building and nurturing audience engagement for various direct mail and email promotional events. The Audience Strategist will apply leadership, strategic thinking and hands-on execution skills to growing the targeted audiences for our current and future customers. The Audience Strategist will develop and execute new business promotions & testing strategies to gain learnings to maximize ROI for direct mail and email campaigns, along with acquisition & retention efforts for direct mail & email database marketing. Specifically:


  • Manage all aspects of the monthly direct mail program employing a test & learn strategy for customer & product segmentation models.
  • Work with external vendor partner on weekly direct mail campaign requirements, selection, approval and response analysis for corporate campaigns.
  • Work with internal business partners to understand strategy and determine participation levels for vendor direct mail and help the team employ robust targeting strategies for customer selection to maximize ROI.
  • Work with customer insights team on predictive modeling, segmentation to enhance effectiveness of targeted marketing efforts in direct mail.
  • Work closely with customer database manager to enhance customer database information for use with campaign targeting.
  • Support List pull processes in IBM Campaign/Unica for Direct Mail, Social, and Email Marketing.
Essential Functions/Responsibilities:

·        Oversee & be the subject matter expert for the monthly audience selection strategy to provide structure and support using a test & learn approach with models provided by the customer insights team.

·        Analyze, interpret and provide insights & strategic recommendations to leadership to drive ROI.

·        Develop program design, documentation and execution using IBM Campaign/Unica query building tool.

·        Help establish & communicate the marketing vision to stakeholders from strategy through measurement, to support a data driven culture.

·        Work with team on strategies for customer acquisition, retention and profitability; as well as reporting measurement and analysis to ensure ROI goals are being achieved.

·        Assist with building and updating of the corporate direct mail calendar

  • ·             Evaluate and enhance campaign effectiveness in terms of control, incremental sales and response.

·        Provide recommendations & develop initiatives in response to analysis of the data.

·        Provide leadership & support to database marketing specialist team members as needed to implement and evaluate vendor marketing efforts.


Minimum Education & Experience:

·        BA or BS College Degree.

·        1-3 years of marketing experience (retail experience preferred)

·        Retail experience, customer database

·        Strong understanding of list development, management, and segmentation

·        Ability to lead projects, report status and manage/mitigate issues and risks.

·        Strategic analytics background coupled with a drive towards execution and delivery.

  • Ability to translate results into business action plan.


Preferred Education & Experience:

  • BA or BS Degree in Mathematics, Statistics, Economics or Computer Science.
  • 3-5 years of progressive marketing experience preferred.
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