Marketing in today’s world is a specific and personalized activity based on customer-type and where they are in their journey with a retailer. The ability to understand where these customers are and move them through that journey towards being a highly profitable customer is critical. Moving them through the journey is done through specific campaigns and promotions that will resonate with the customer and influence actions. This type of marketing (both digital and traditional) is the future of customer marketing.
Reporting to the Personalization & Promotions Manager, The Marketing Specialist will execute designated integrated personalization strategy to create a more relevant and integrated customer experience across delivery channels. Delivery channels include targeted inbound communications such as phone, website and mobile. It also includes targeted outbound communications such as email. This role will work with multiple internal stakeholders including the campaign management team, ecommerce, content, operations and key customer facing departments.
The Specialist, Customer Development will support the daily operational needs of the personalization and package inserts program. Tasks include maintenance and distribution of calendars, generation of personalization creative asset libraries, coordination with external distribution centers and results reporting assistance. This role will be tasked to maintain quality control of the customer facing experience of both the personalization and package insert programs in partnership with multiple teams to ensure targeted messages are being shown to the correct customer segments. The position will work in the UMO system to submit creative and campaign briefs. It will also work in the CLIC system to submit package inserts. Attention to detail and strong organizational skills are a must.
The Marketing Specialist will also be cross-trained and provide support on promotional functions such as coordination and execution of coupons. Additionally, this role will support other assigned projects as needed.
A Day in the Life
Support execution needs of designated personalization projects via digital, email and sales & service marketing channels
Manage the timeline for designated projects to ensure they are launched on time and accurately
Enter and manage personalization projects in the campaign management tool, Unica Marketing Operations
Develop & maintain library of creative assets including writing creative briefs and partnering with the ecommerce teams on messaging details for assigned campaigns
Review creative assets and request changes when necessary
QA all digital elements of a project prior to it launching
Be a knowledgeable resource for internal partners on program details such as objective, dates, messaging, promotion/coupon, and targeting
Assist with developing and monitoring results of assigned projects
Package Insert Program Development & Operations
Coordinate the daily operational needs of the package insert and targeted package insert program
Serve as primary point of contact with distribution centers to execute customer insert programs
Manage package insert bin allocations
Enter package insert details into UMO and CLIC
Coordinate execution of insert program with multiple cross-functional teams
Reporting monitoring & distribution
Assist with optimizing the package insert process to create efficiencies
Serve as the central point of contact with cross-functional teams to assist with all executional needs including troubleshooting
Develop & distribute day-to-day program needs such as project calendars, creative library trackers, campaign prioritization, scoring schedules and other organizational documents as required
Monitor customer facing targeted marketing for quality control
Assist with monthly reporting development and analysis
Assist with optimizing the personalization process to create efficiencies and scalability as the program evolves across HSN
Work closely and collaboratively with cross-functional teams including Email Marketing, Social, Sales & Service, Creative & Content, Site Production, Merchandising / Category Management, and Brand / Integrated Marketing
Cross-train and provide support as needed on the daily operational needs of the coupon program including:
Coupon calendar maintenance;
Entry and QA of coupons within CLIC and digital;
Operational coordination to ensure coupon execution is on schedule with cross-functional teams
Provide support on special projects as needed
The Specialist, Customer Development is the primary point of contact for the daily operational needs across the personalization and package insert program and the promotional coupon program as needed.
This role is the primary contact for executing assigned personalization projects.
Many of the initiatives are deadline driven so executing it flawlessly is required.
This role will work in key tools to deliver projects, UNICA, UMO, CMS, CLIC, SAS and PERC for most projects. There needs to be a thorough understanding of these tools and how they need to evolve to better the business.
Demonstrated ability to positively influence and develop consensus with teams not in a direct report alignment.
Understanding of general business concepts and the HSN business model.
Understanding of how to generate reporting using Business Objects and other analytical programs as assigned.
Keys to Success
At HSN, if you are Agile, Innovative, Pioneering, Dynamic, Boundaryless, Passionate, Customer-Centric, Collaborative, and Results-Focused, you will love it here!
BA or BS in merchandising, marketing, communications, or related field; or equivalent experience required
3+ years business experience in an Internet, Retail, and/or merchandising environment.
Strong interpersonal, communication, self-management and organizational skills
Attention to detail and strong collaboration skills working with multiple departments
Experience executing marketing campaigns on a timeline while working with multiple departments
Experience analyzing marketing campaign data and creating result reports
Strong interest in digital and direct response marketing with the desire to always learn more
Intermediate experience in Word, Excel, Outlook, PowerPoint
Basic experience in website analytics, content management systems, and business reporting system (such as Business Objects and Tableau)
Experience working closely with technology organizations to deliver marketing capabilities is a plus
3+ years’ experience working in Online Marketing, Email Marketing and/or Social Media and enhancing results for an eCommerce site.