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| General Summary: |
The Marketing Manager – CRM Analytics should be a technical expert in the areas of database marketing and CRM who is accustomed to working directly with large data volumes preferably in an online retail, e-commerce environment. He/She will work closely with the channel marketing team (email, affiliate, search, and CRM) and use available data sources and tools to provide insights that drive growth of the Walmart.com business. Additionally, He/She will regularly work with members of technical teams to coordinate data resources or tools. He/She will perform analyses that create insights and work with the marketing team to monetize these opportunities. This person will own several monthly reports on key customer and campaign information.
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| Responsibilities: |
Analysis (75%)
• Perform analyses (using SQL and other analytics tools) that support efficient execution of day-to-day CRM activities
• Ad hoc reporting and analytics requests
• Business Intelligence projects
• Construction and maintenance of predictive models
• Maintain marketing team dashboards with KPIs (customer acquisition & retention, profitability per customer, aisle crossing, etc.)
• Maintain the customer base forecast tool for estimating sales growth based on current customers
• Create reports to measure success of marketing programs (lift, ROI, incremental sales, etc.)
• Work with the channel marketing team to execute segmentation rules and lists for campaigns
Planning (25%)
• Serve as a subject matter expert for available data elements and CRM analytics capabilities
• Serve as a power user for one or more CRM analytics tools to advance the awareness and use of it throughout the organization
• Manage analytics project requests through the project tracking tool
• Provide input on the testing framework and business rules (campaign planning, customer contact strategy, etc.)
• Make recommendations on campaign design and select attributes to be tested to support business objectives (factors, sample sizes, etc.)
• Create segmentation strategies for campaigns and produce lists.
• Champion the adoption of CRM and data-based efforts across the organization (targeted ad serving, a/b site testing, personalization) that will improve KPIs.
• Support Walmart.com’s CRM infrastructure build-out (working with walmart.com internal teams and vendor partners)
• As needed, support the overall Wal-Mart CRM initiative in Bentonville, Arkansas – via coordinated information-sharing, database coordination, and resource alignment (e.g., CRM vendors)
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| Qualifications: |
1) Competencies: Skills, knowledge, & abilities
Functional Competencies
• SQL query writing for Oracle, Netezza and Teradata. Ability to create list extracts and perform transformations and aggregations. Experience working with large databases.
• Statistics. Estimating sample sizes for test groups. Determining statistical significance of test results. Developing predictive models.
• Microsoft Excel and Access power user. Advanced charting, report creation, pivot tables, vlookups, etc.
• Experience building and deploying models and data mining tasks using analytics tools like SPSS Clementine and KXEN.
• Experience creating reports with Business Objects.
• Strong CRM and database marketing experience as well as experience in online retail and e-commerce marketing
• Strong analytical and quantitative skills
• Ability to interpret and apply complex and high volume customer data into plans that support annual business objectives.
• Ability to translate strategy into tactics and ideas into action (characterized by solid execution).
• Excellent business acumen and problem-solving skills
• Ability to leverage the various business assets to impact successful planning and execution of the marketing campaign (e.g., site, email, online, creative, store integration, customer intelligence, etc.).
• Understanding of Wal-Mart’s brand promise and the ability to ensure consistent, on-brand messaging.
Interpersonal Competencies
• Ability to communicate with both business and technical resources.
• Strong communication skills.
• Creative thinker, open to idea exploration with strong problem-solving/analytical abilities.
• Results orientation.
• Customer focus.
• Desire to work in a collaborative, cross-functional team environment.
• Flexible and responsive; able to perform in a fast paced, dynamic work environment and meet aggressive deadlines.
• Demonstrated strength in creating partnerships and in building relationships with other functions and associates within the organization.
• Ability to influence senior management and executives effectively across the organization.
• Energetic and enthusiastic about Walmart.com’s business.
Leadership Competencies
• Ability to effectively partner with other business leaders and cross-functional teams in order to deliver on business goals.
• Understanding of company goals, sales goals, and relationship with Wal-Mart Home Office.
• Ability to prioritize actions and allocate resources.
• Demonstrated integrity, maturity, and a constructive approach to challenges.
• Orientation toward Wal-Mart’s key values:
o Respect for the Individual
o Service to our Customers
o Strive for Excellence
2) Experience:
• Must have 5+ years in relevant CRM / Database Marketing positions (ideally including retail and/or e-commerce experience). Retail and e-commerce experience preferred.
• Experience managing projects within cross-functional teams preferred.
3) Minimum educational level:
College degree required.
• MBA preferred.
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