Head of Global Acquisition CRM

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Role Overview:
As part of WW's new global marketing team, the Head of Global Acquisition CRM plays an integral role at the company and sits within the Global Performance Marketing organization. As both team leader and subject matter expert, you'll direct and manage a team of CRM practitioners responsible for acquisition channels spanning email, SMS, push, and direct mail to drive high performance in an analytically rigorous way. You will lead your team through long-term strategic planning and prioritizing CRM initiatives that ladder into the company's priorities. This includes setting and achieving objectives and maximized results, weaving in the customer journey across CRM channels, and ensuring that we're delivering the right message to our prospects through the right channel and at the right time.
What you'll do:
This new role is both broad and deep in scope and importance spanning everything from lead generation to acquiring new customers and winning back lapsed members. You will lead the team to uplevel the acquisition CRM program and build modern and advanced capabilities in automation, segmentation, more effective uses of data and testing, just to name a few-and all for improved results. Tap into your passion for data to identify growth opportunities and set goals for major initiatives. Be comfortable with technology and analytics to foster more informed decision making.
You will be accountable for managing a best-in-class team that develops, tests, implements, maintains and optimizes campaigns that drive sign up, engagement, and conversion to our paid subscription-plus reacquisition. In this role, you will partner closely with stakeholders across the Product Marketing (owns member-focused CRM), Brand, Content, Product, Martech, B2B, and Data Analytics teams.
Our CRM channels are responsible for material sign-ups per year, and your team will be well-positioned to add significantly more sign-ups and revenue period over period. We are looking for someone with a history of building and scaling complex and automated marketing programs that resulted in a meaningful lift in the growth of a business.
Specific Areas of Ownership:

• Lead the Global Acquisition CRM roadmap ideation and development, in alignment with WW's priorities and objectives and partner closely with the Product Marketing team who owns member CRM lifecycle marketing.
• Lead, mentor, and motivate a team of experienced CRM marketers across geographies, responsible for all strategy and tactical execution.
• Own customer engagement spanning key acquisition lifecycle stages-from lead-generation, to acquiring net new signups, to winning back lapsed members-optimizing for and maximizing conversion across email, SMS and direct mail.
• Articulate global program/channel strategies, results, and annual/quarterly forecasts/budget recommendations to key stakeholders
• Drive cohesion in global strategy and execution by streamlining processes and leveraging insights across markets to test/learn and adopt best practices.
• Partner with Pricing & Promotions team to develop CRM promotional strategy to increase cLTV and profitability
• Work closely with product and martech teams to ensure we are using data and technology, including automation, personalization, data segmentation, list development, behavioral triggers, etc, to drive the best possible customer engagement and to accelerate results.
• Partner with brand and content teams to drive the global communications calendars and messaging strategy targeting prospects and lapsed customers across markets.
• Translate data and trends in customer and channel behavior into actionable market insights, and execute against them.
• Partner closely with our data analytics and insights team to develop dashboards and reporting to monitor and optimize lifecycle metrics.
• Optimize email campaigns and flows via continual testing of creative, messaging, cadence, frequency, targeting, landing pages, etc.
• Partner with Martech to monitor deliverability and ensure compliance to maintain high performance, data hygiene and channel health.

Who you are:

• At least 10+ years of CRM/Lifecycle experience, with significant experience in subscriptions businesses and mobile apps
• Ability to lead large, global, cross-functional teams to drive key business results
• Comfortable interacting with executive management across a broad range of marketing and business topics within a fast-paced environment
• High proficiency and experience evaluating, and managing, 3rd party ESPs, and vendors (especially Braze, Moveable Ink, Wunderkind, PebblePost)
• Very strong knowledge of data analytics and tools (Google Analytics, Looker, Google Suite)
• Experience with Pebblepost a plus
• Proven track record of creating, implementing and optimizing complex email programs to meet business goals
• Data mining experience pulling complex segments/lists and analytical experience creating and executing on meaningful business reports
• Full understanding of the technical, regulatory, and product side of CRM (audience segmentation, IP deliverability, GDPR, etc)
• Experience working in markets outside of North America a strong plus

Base salary may vary, depending on but not limited to: Skills, experience & location Base Salary - $225,000 - $275,000/year
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At WW, it is our priority to cultivate a diverse and inclusive workplace. We are committed as individuals, as an organization, and as fellow humans, to advocate for and support our employees, our members, and our communities. We are proud to be an equal opportunity employer and we do not discriminate on the basis of sex, race, color, creed, national origin, marital status, age, religion, sexual orientation, gender identity, gender expression, veteran status, or disability.