Description

At Shutterfly, we believe there is extraordinary power in the self-expression. Our products allow customers to discover, design, and create items that capture who they uniquely are. Through our trend setting products, cutting edge technology, and best in class customer service, we help our customers, and each other, make life’s experiences unforgettable.

Shutterfly, Inc. is seeking a Relationship Marketing/Personalization leader who can optimize CLV, growth, retention, and engagement across channels for its consumer business through innovation and optimization.

This role is a key member of the senior leadership team reporting to the Chief Growth Officer and will manage the CRM and Personalization teams for Shutterfly and Snapfish. In this role, you will provide expertise, vision, and leadership to define and implement customer relationship marketing strategy that successfully builds profitable, long-term customer relationships across all channels. This position will also provide strategic direction for tools and technology to support the implementation and execution of the customer relationship marketing strategy. You will lead and mentor your team across Relationship Marketing channels, including email, push, SMS/text, and direct mail to support the company’s business objectives and drive Shutterfly’s overall revenue and customer strategies.

In addition to CRM, you will lead Shutterfly’s Personalization team and guide the development of an enterprise-wide Personalization approach – impacting both acquisition and retention channels and on-platform customer experiences. With investments in Data Science, Personalization and Marketing technology and a key responsibility is to scale a broader customer first marketing approach. You will lead collaboratively lead cross-functional programs drawing on the robust relationship data Shutterfly has with its customers.

Responsibilities

• Provide vision and lead teams who manage Shutterfly’s email, direct mail, push and text strategy and plans to achieve quarterly revenue and EBITDA goals.
• Partner with eComm and product teams to develop and test strategies and tactics that provide customers with relevant and personalized experiences.
• Work with pricing and promotions teams to lead development of a personalized promotion strategy to increase CLV and improve profitability.
• Responsible for forecasting, budgeting and delivering CRM revenue goals and budget, within ROAS targets.
• Work with stakeholders/vendors to plan and execute email campaigns and optimize email/push/SMS for growth and CLV by optimizing touches, creative, and serving exclusive and personalized offers.

• Design audience strategy, identify and build customer segments for use across channels.
• Responsible for customer-centric data-driven strategies and implementation of lifecycle strategies, including paid, owned, and earned marketing channels and customer touchpoints (in-app, online).
• Work collaboratively across and within team to drive efficiencies to unlock future growth and scale.
• Lead Direct Mail planning and optimization, including a holiday catalog, by collaborating across functions and leaning into a data driven framework to drive incremental results.
• Embrace high velocity data driven test & learn culture; develop test strategy and backlog for channels; ensure tests are correctly designed and measured.

• Lead development of data driven triggers and personalized customer journeys at all stages of the customer lifecycle; including customer needs, audience identification, messaging strategy, offer strategy and engagement timing.
• Partner with Brand Marketing, Performance Marketing and Analytics teams to analyze business and marketing data to identify trends and KPIs and design strategies that drive the desired business outcomes.
• Articulate program and channel strategies and communicate results to key stakeholders.
• Prepare annual and quarterly forecasts and budgets for channels; manage expenses within budget to maximize profitability.
• Provide clear objectives and outcomes that enable team to work independently to develop better customers experiences.

• Develop and promote an inspiring environment that values open and direct communication.
• Be an advocate for your team while creating opportunities to learn and grow.

Qualifications

• 7-10 years of demonstrated leadership experience – managing email/push/DM marketing and implementing large scale CRM/personalization initiatives.
• Experience evaluating, managing, and implementing 3rd party ESPs, Martech and CRM/personalization platforms, like Salesforce, ActionIQ, Adobe, Persado, etc.

• Ability to lead a cross functional team in a matrixed environment.
• Success collaborating with product, engineering, and enterprise data teams.
• Excellent business judgment and strategic thinking.
• Strong track record of building and leading effective teams.
• Experience managing Internet Marketing activities and knowledge of industry best practices, key agencies and service providers.

• Strong analytical thinking skills, ability to manage significant budgets and drive a disciplined approach to measuring ROI of marketing investments.
• Experience in working with product and engineering teams to develop platforms and tools.
• Experience in working with analytics teams on measurement, reporting and testing.
• Comfortable interacting with executive management across a broad range of marketing and business topics.
• Enjoys working in a fast-paced environment and thrives in a company experiencing significant growth.
• BS/BA or equivalent experience required.

Supporting a diverse and inclusive workforce is important to Shutterfly not only because it directly reflects our value of Embracing our Differences, but also because it’s the right thing to do for our business and for our people. Learn more about our commitment to Diversity, Equity and Inclusion at Shutterfly DE&I.