CRM Strategist

Key Responsibilities: Audience Strategy and Customer Journey· Develop audience strategies for conquest and loyalty programs, including targeting criteria, segmentation, suppression logic and messaging tailored to purchase intent, geography and event objectives.· Define channel mix, cadence and customer journeys across email, SMS, direct mail and paid social; recommend additional platforms and channels to grow qualified audiences.· Establish program KPIs and measurement plans, and develop registration confirmations, reminders, post-event communications and dealer nurture recommendations to improve attendance and follow-up. Registration Experiences and Data Capture· Build registration landing pages, forms and customer journeys in Limelight or other approved platforms; coordinate custom pages on the Genesco platform when needed.· Define data fields, validation rules, consent capture, campaign source codes and triggers. Test mobile usability, form submissions, confirmations and data handoffs before launch.· Translate business requirements into technical briefs and troubleshoot registration or transfer issues with platform and integration partners, validating that captured leads reach the appropriate systems and dealers. Email Production and Campaign Optimization· Build, edit and quality-check HTML emails using Emarsys, Stripo or comparable tools; use basic HTML/CSS to adjust templates and resolve formatting issues.· Recommend and refine subject lines, copy, creative direction and calls to action for emails and registration pages, maintaining brand voice and coordinating brand and legal approvals.· Understand email deployment workflows, audience selection, suppression, consent, deliverability and triggered communications; provide deployment-ready assets and verify proofs, links, tracking and rendering with sending partners.· Plan A/B tests and evaluate clicks, registration conversion, unsubscribes and other campaign metrics to improve audience, creative and cadence decisions; interpret open rates with awareness of tracking limitations. Experiential Reporting and Data Insights· Build client-facing reports and dashboards connecting channel performance, registrations, attendance, vehicle interactions, lead quality, purchase intent and sales conversion where data is available.· Clean, deduplicate and reconcile datasets across partners using Excel, including VLOOKUP/XLOOKUP, pivot tables, SUMIFS/COUNTIFS and data-validation techniques; investigate discrepancies before reporting.· Analyze performance against KPIs by audience, channel, market and event. Present findings to clients with clear explanations of what worked, what needs improvement and what to change in the next program.· Define consistent metrics, attribution rules and reporting timelines with partners; distinguish observed conversions from attributable results and document material data limitations. AI and Experiential Measurement Technology

• Apply a strong practical understanding of AI to audience insights, content development, personalization, workflow automation and reporting, with human review and appropriate handling of customer and client data.
• Research and recommend vendors and technologies that improve experiential measurement, including tracking beacons, heat mapping, dwell-time tracking and interaction capture.
• Assess options for measurement value, cost, integration needs, consent and operational feasibility; develop pilot plans with clear success criteria and turn findings into recommendations. Agency Orchestration and Project Management
• Serve as the end to end project manager of all campaign releases ensuring timeless and on-track delivery of all campaigns.
• Manage day-to-day relationships, briefs, timelines, approvals and issue resolution across deployment, audience sourcing, registration, paid media and lead integration partners.
• Own Genesco’s strategy, campaign asset development, registration configuration, QA and consolidated reporting. Verify partner handoffs and support follow-up while coordinating each partner’s execution responsibilities.