OVERVIEW
Founded in 2003 in Wilton, Connecticut, Blue Buffalo is the leader in premium quality, all-natural pet nutrition. Our brand has experienced double and triple-digit annual growth over the past several years through strong ads, strategic marketing programs, and innovative product releases.
“Love Them Like Family, Feed them Like Family”.
This is an exciting time to be part of the Blue Buffalo family, as the company is on a journey to revolutionize relationships with consumers (Pet Parents). This role is key to Blue Buffalo’s growth strategy: cultivating deeper, more meaningful relationships with consumers (Pet Parents) that will drive incremental value and loyalty to Blue Buffalo. Blue Buffalo wants to be there to support consumers (Pet Parents) during all the moments that matter in their lives, so more consumers (Pet Parents) who love them like family can feed them like family.
We are seeking a CRM Associate Manager to join our Blue Buffalo Consumer (Pet Parent) Engagement team and report directly to the Senior CRM Manager. The CRM Associate Manager is responsible for planning and delivering strategies across Consumer (Pet Parent) acquisition and retention. As the CRM Associate Manager, you will collaborate with cross-functional teams to build Consumer’s (Pet Parent’s) journeys that enrich their Moments that Matter and drive incremental value and loyalty to Blue Buffalo. The role will evaluate the effectiveness of the CRM strategies and provide deeper Consumer (Pet Parent) insights into the organization.
KEY ACCOUNTABILITIES
- Deliver on Consumer (Pet Parent) acquisition strategies and plans that increase consumer (Pet Parent) awareness of Blue Buffalo; leveraging data signals and triggers to inform strategic planning and to identify opportunities to target, interact with and acquire consumers (Pet Parents) across omni channel tactic (e.g., paid media, social, web, mobile, stores)
- Aid in the development and execution of Blue Buffalo consumer (Pet Parent) retention strategies, including analyzing consumer Pet Parent) journeys and working with Performance & Optimization teams to understand consumer (Pet Parent) behaviors and drop offs; leveraging data to refine CRM (PPRM) initiatives and tactics to re-engage lapsed consumers (Pet Parents) and drive engagement and loyalty to BLUE products and experiences
- Pull consumer data from the CDP and BLUE’s data clean room environment, analyze the data and create a story/summary of what the data is telling to share out with cross functional teams.
Support the pre and post analysis for key campaigns (national, loyalty, etc.) to help lead future campaign strategy and optimization.
Support app feature and engagement analysis to help drive data-led insights and strategy for future development. - Define priority segments, supporting journeys and develop the multi-channel strategies to drive Consumer (Pet Parent) conversion to BLUE and engagement with Blue Buffalo across all moments that matter
Work to develop Consumer (Pet Parent) HH acquisition strategies and campaigns that ladder up to holistic Blue Buffalo goals and objectives.
Develop campaign briefs for channel execution teams in partnership with Blue Buffalo Brand strategy, Media and Creative teams.
Collaborate with cross-functional team members to define PPRM objectives and KPIs to evaluate effectiveness and provide recommendations to improve results - In partnership with Content/Creative team members, and DGM Teams, develop messaging across channels, tailored to different segments to drive desired Consumer (Pet Parent) behaviors
Orchestrate multi-channel PPRM plans for Blue Buffalo (across all channels) to increase consumer LTV and build lasting consumer (Pet Parent) relationship - Collaborate with channel leads to execute campaigns, monitor performance and work to optimize efforts on an iterative basis
Utilize measurement capabilities to analyze performance, identify and create audience insights for cross-functional teams, and optimize for audience targets, relevance, and content - Help develop and identify data optimization and segmentation efforts to aid in the refinement of multi-channel PPRM strategies and plans
Work with our MarTech partners to develop new and leverage existing capabilities, resources, systems to increase engagement in the program (Email service provider, Consumer data platform, personalization engine) - Collaborate with Loyalty team members on consumer (Pet Parent) strategies that drive ongoing loyalty to Blue Buffalo
Stay up to date on latest trends, technologies and developments within digital marketing and competitive landscape; research and integrate relevant best practices, industry trends and platform updates - Leverage data enrichment and identity resolution partner to develop consumer personas and analyses to help inform future campaigns and activations.
REQUIRED QUALIFICATIONS
- Bachelors Degree in Communication, Business or other related
- 5+ years in a CRM marketing, database marketing, and/or loyalty marketing
- Experience supporting personalized campaigns for customers
- Experience with segmentation tools and/or managing campaigns with a CDP (Consumer Data Platform)
- Experience driving multichannel activation (paid media, social, web, email, push notification, app offers, etc.)
- Experience managing, planning and executing CRM with measurable outcomes
- Strong project management skills and attention to detail with proven ability to coordinate activity with cross-functional teams
- Strong digital and analytic skills needed to distill disparate data into insight and action
- Strong troubleshooting skills, tenacity and resilience; ability to self-learn on the fly
- Strong Communicator, both verbal and written with demonstrated ability to create campaign plans, test metrics and share out to teams and stakeholders at varying levels
- Able to work in an environment with free-roaming companion pets
PREFERRED QUALIFICATIONS
- A strong sense of ownership and accountability for goals and deliverables
- Ability to handle multiple simultaneous projects while effectively balancing scope, resourcing, time, and quality.
- Ability to translate strategic objectives into tactical executions
- Self-starter with ability to clearly communicate and execute against strategic initiatives with minimal oversight
- Positive attitude, leadership qualities, and flexible team-oriented approach to working with others
- Background in marketing technology, CRM, system implementation and maintenance, technology integrations including use of APIs, project management and the use of first-party data in multichannel marketing.
- Track record of close collaboration with creative partners to bring holistic ideas to life
- Ability to turn data into actionable insights.
Salary Range
The salary range for this position is $89200.00 – $148800.00 / Annually. At General Mills we strive for each employee’s pay at any point in their career to reflect their experiences performance and skills for their current role. The salary range for this role represents the numerous factors considered in the hiring decisions including, but not limited to, educations, skills, work experience, certifictions, etc. As such, pay for the succesful candidate(s) could fall anywhere within the stated range. Beyond base salary, General Mills offers a competitive Total Rewards package focusing on your overall well-being. We are proud to offer a foundation of health benefits, retirement and financial wellbeing, time off programs, wellbeing support and perks. Benefits may vary by role, country, region, union status, and other employment status factors. You may also be eligible to participate in an annual incentive program. An incentive award, if any, depends on various factors, including, individual and organizational performance.