POSITION SUMMARY

Taylor Guitars is looking for a passionate guitar player and digital marketer to help develop, execute, and optimize Taylor’s CRM efforts. The Digital CRM Manager will work as part of a creative digital marketing team to help enhance our company’s digital footprint, digital content, database growth and retention, lifecycle direct marketing execution, and lead conversion via Taylor’s online and offline channels, and digital properties of Taylor Guitars.  The Digital CRM Manager will be responsible for full cycle project management including research and recommendations for new project creation, strategic planning, quality assurance, analysis, project launch preparations, and continuous performance monitoring of ongoing projects in order to create a superior user experience with a focus on direct marketing and consumer loyalty. 

Digital CRM Manager Salary Range: 

ESSENTIAL DUTIES & RESPONSIBILITIES

• Concept, design, develop, and maintain campaigns, digital content, features, functionality, and experiences delivered via the Adobe Campaign and Klaviyo marketing automation platforms. Administer and optimize databases/schema/campaigns, and develop new schema and automated lifecycle campaigns.
• Work directly dealers, distributors, and internal marketing and sales leadership personnel to design and implement short-term, long-term and seasonal ecommerce marketing strategies and programs.
• Assist in the development, execution, and management of lead gen and lifecycle marketing strategies that support organizational goals from the top to the bottom of the marketing and sales funnel. Continually enhance targeting and personalization while promoting the optimization of Taylor’s acquisition, retention, and recovery efforts.
• Recommend and develop smart, strategic, and creative solutions that are on-brand and response-oriented, supporting Taylor Guitars’ acquisition and lead generation efforts.
• Lead Taylor’s known/qualified guitar player database growth efforts through enhancements in prospecting, deep-database partnerships, sweepstakes, and promotions targeted at online audiences, referral programs, and other multichannel initiatives.
• Collect and document functional requirements/specifications for campaigns, and then concept and create messaging and communications to generate internal agreements, buy-in, and approvals.
• Articulate ideas and collaborate with content, UX, design, copywriting, and other creative personnel to develop conceptual direction and optimize messaging strategy.
• Coordinate closely with content, design, production, development, and technical personnel to ensure and deliver accurate development, integrations, data hygiene, and deployment.
• Be the measurement and analytics expert for lifecycle marketing projects, identifying KPIs, managing the tracking implementation, and consistently testing, monitoring, evaluating, and sharing performance along with actionable insights to generate business growth.
• Manage multiple vendors, agencies, and external partners in the development and execution of project deliverables while meeting timing, budget, and quality expectations.
• Work within Taylor creative and development guidelines/standards to ensure cross-device and cross-browser compatibility with consistent and maintainable branding, style/tone, and code.
• Lead the planning and delivery of Wood&Steel magazine to consumers, dealers, and distributors.
• Assist in the development and execution of integrated marketing strategies to support new product introductions, sustained emphasis on new products, and ongoing new model sales.
• Stay current on interactive marketing trends, best practices, and emerging technologies, and identify opportunities to innovation and optimization.
• Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
• Measure and assess customer and dealer satisfaction.
• Effectively plan and manage assigned development budgets.

COMPETENCIES:

• Customer Focus - Knows who internal customers are. Identifies opportunities that benefit the customer (internal and external). Establishes and maintains effective relationships. Delivers products that meet customer expectations.
• Results Oriented - Works as a productive and cooperative member of a cohesive group. Persists in accomplishing objectives despite obstacles and setbacks. Pushes self and helps others achieve results. Solution vs. problem oriented. Demonstrates ability to adjust when obstacles arise.
• Communicates Effectively - Communicates proactively and with purpose and professionally, in a concise and straightforward manner. Attentively listens to others. Communicates to those involved, especially if agreements cannot be kept.
• Accountability - Takes personal responsibility for decisions, behaviors, actions and failures, and commits to necessary corrective action. Able to admit limitations of knowledge, yet demonstrate a willingness to do what is needed to improve. Proactively seeks feedback without being defensive. Does what is right because it is the right thing to do. Leaves personal circumstances outside of work in order to remain engaged in the task at hand. Maintains a positive attitude despite adversity.
• Reliability - Demonstrates reliable and predictable attendance and punctuality.
• Leadership – Proven success in leading, motivating, and influencing teams to do great work, produce inspired digital acquisition and loyalty experiences, and deliver needle-moving results.
• Strategy – Strong strategic and conceptual thinker able to create both ideas and executions alike.
• Adobe Campaign and Klaviyo Administration – Demonstrated experience with administering and optimizing both Adobe Campaign and Klaviyo databases/schema/campaigns, developing new schema and automated lifecycle campaigns, and maintaining platform functionality. Experience with other marketing automation solutions and/or standard database utilities is a plus.
• Email, Mobile, and Direct Mail Marketing – Extensive demonstrated experience with multichannel direct marketing to optimize for mobile usage, content, delivery, engagement, CTAs, CTR, and conversion.
• Lead Gen, Development, and Conversion – Proven success in building, tracking, and optimizing multichannel campaigns to promote qualified database growth, capture actionable data, and nurture leads to conversion across functional teams to translate leads into guitar sales.
• Performance Optimization – Demonstrated knowledge and ability to use tools and technologies to optimize campaign performance and user experiences.
• Multivariate Testing and Optimization – Demonstrated ability to use best practices, tools, and technologies to optimize content and conversion mechanisms through testing methodology.
• Analytics - Excellent command of performance marketing tools and technologies, and a passion for making data-driven decisions and using both quantitative and qualitative data to continually monitor and report on KPI performance, analyze/interpret behavior, inform team thinking, identify opportunities/shortcomings, adjust strategy, and align tactics.
• Technical Aptitude – Apply technical skills to recommend solid, achievable solutions, explain complex ideas/alternatives/risks clearly, communicate a project vision, and satisfy requirements.
• Project Management – Proven ability to drive projects forward from concept to execution and deliver results, create project schedules/milestones, and work with a comfort for handling numerous projects and tight deadlines.
• Fiscal Responsibility – Effectively manage and optimize assigned budgetary resources.
• Team Oriented – Ability to work with cross-functional departments such as product development, manufacturing, accounting, materials management, sales, marketing, and IT
• Detail Oriented - Ability to pay attention to the minute details of a project or task.
• Problem Solving - Ability to find a solution for or to deal proactively with work-related problems.
• Business Acumen - Ability to grasp and understand business concepts and issues.

POSITION QUALIFICATIONS

Education & Experience:  High School Graduate or General Education Degree (GED) required. Bachelor's Degree (four-year college or technical school) preferred, ideally in marketing or communications. 5+ plus years’ experience in developing and managing lifecycle marketing strategies and CRM campaigns, executing on digital content and loyalty strategy, and creating lead gen and direct marketing experiences for B2B and/or B2C brands.

Computer Skills:

• Proficiency with the Adobe Campaign marketing automation platform.
• Proficiency with the Klaviyo marketing automation platform.
• Proficiency with Google Analytics and Tag Manager.
• Proficiency with HubSpot CRM platform experience is a plus.
• Proficiency with optimization tools such as Litmus, Browserstack, VWO, Optimizely, and Hot Jar.
• Thorough working knowledge of HTML and CSS.
• Proficiency with Microsoft Office 365 applications including Excel, Word, Outlook, and PowerPoint.
• Thorough working knowledge of Adobe Creative Cloud applications including Photoshop is a plus.
• Thorough working knowledge of applications like Wufoo and/or SurveyMonkey is a plus.
• Proficiency with data visualization tools like Google Data Studio and Tableau is a plus.
• Known and anonymous web tracking experience is a plus.
• Proficiency with project management and team communication software such as Airtable, Trello, and Slack is a plus.
• Thorough working knowledge of responsive design is a plus.
• Thorough working knowledge of Syspro is a plus.

Other Requirements:

• Passion and experience with playing acoustic and electric guitar is highly preferred
• Knowledge and understanding of the Taylor Guitars brand is preferred
• Strong ability to aggregate, report/visualize, and present program performance and business KPIs is preferred
• Ability to travel domestically and international as necessary is required