Director of Wine Club & Customer Relationship Marketing
Employment Type : Full-Time
Cooper’s Hawk Winery & Restaurants is a modern casual Napa-inspired full-service restaurant with a scratch kitchen, full bar, winery-inspired private event space and an artisan retail market. We currently have over 40+ locations in 10 states throughout the U.S. with over 5000 team members, and we will continue to grow those numbers! Home to the largest wine club in the world with over 450,000 members, Cooper’s Hawk is a lifestyle brand centered around wine and focused on creating memorable moments that enrich lives.
We are looking for a passionate digital leader with a growth mindset to fill the Sr Director/Director, Loyalty & Customer Relationship Marketing role, reporting to our SVP, Marketing, Loyalty & Customer Experience. In this new role, this person will lead the development and execution of innovative, data-driven strategies and programs to engage with guests and Members at every stage of the customer journey and across channels, with the goal of adding value to the brand, driving material increases in retention, lifetime value, revenues, and Wine Club signups. This is a highly visible role that will have the opportunity to make a significant impact to the business in shaping and building the long-term strategy, processes, and infrastructure for a leading CRM practice, along with leading a best-in-class team.
S/he will also support SVP in the development and implementation of the Wine Club’s enhancements including member benefits and portfolio of offerings (e.g. restaurant/tasting experiences, retail merchandise, events, and travel).
Responsibilities:
Strategy & Product/Program Development
- Lead strategy for cross-channel CRM program and Member/Guest communications to meet retention, revenue, lifetime value, winback, and Wine Club acquisition targets; own email/mobile opt in growth and achievement of engagement targets based on key metrics
- Lead ideation and concepting of Wine Club benefit, loyalty program, and tier enhancements for retention and revenue generation, and to accelerate acquisition; develop business cases working with SVP to gain buy-in and direct own team and cross-functional teams to execute and launch these enhancements. Explore partnership opportunities to enrich wine club offerings.
- Partner with Product (wine, culinary, retail), Events, and Travel teams to plan and develop ongoing Wine Club programming during the year to ensure relevance to Members and optimal sequencing and mix
- Work with team to enhance Wine Club Member experience across channel and deliver on all Member and Tier benefits; work with team to develop and execute all Wine Club promotions (broad-based and targeted, retention and acquisition)
- Lead the creation and enhancement of sales training and incentive programs for Servers and Tasting Room Attendants to stimulate quality sign-ups and enhance retention
- Keep apprised of competitor and industry activities to steer strategies and drive differentiation, and share CRM best practices and learnings to inspire innovation
- Own annual planning process for CRM/Retention; responsible for setting budgets and managing against KPIs, working with Finance and SVP.
- Serve as a Member/Guest SME across the organization and offer drive understanding of customer segments and needs across organization
Performance Monitoring and Program optimization
- Work with Analytics and Data Science team to monitor and report on performance against key targets, and to identify opportunities and develop tactics/strategies/programs to address
- Work with team to report regularly on list growth, list health (opt outs, deliverability) and campaign/engagement performance (opens, clicks, who clicked on what content, web traffic/conversions from campaigns, etc.); produce impactful recommendations for continuous improvement
- Work with Member and Guest Services (contact center), social, and Ops/Field team leads to extract voice of customer and stay tuned into the pulse of consumer conversations and Member/Team Member feedback. Leverage VOC feedback including reviews and social comments for ongoing development of Wine Club programming and Wine Club portfolio of offerings/benefits
Data, Analytics & Technology
- Direct the Wine Club Member analytics practice, focusing on segmentation, analysis, persona development, and management to achieve growth KPIs through overall program impact
- Work with Analytics and Data Science team to develop actionable segmentations and predictive models as part of CRM strategy
- Work closely with technology and analytics teams to evolve marketing and customer data tech stack to ensure access to best-in-class CRM technology, tools and best practices
- Partner with Analytics and Data Science team to define data augmentation needs and identify any additional data requirements as business needs evolve.
Marketing Communications, CRM program and CX
- Oversee the data-driven marketing efforts and recommend segmentation, targeting and personalization tactics to improve engagement and maximize marketing ROI
- Enhance and strengthen Lifecycle programs for guests and Members, facilitating cross-functional efforts. Conduct ongoing monitoring of performance, identify gaps, optimize existing and add new components.
- Collaborate with VP of Acquisition and Field/Ops Lead to synchronize acquisition targeting and creative strategies with CRM, and to ensure seamless handoff throughout the customer journey and across channels (email, mobile, in-restaurant, web, voice, DM, etc.)
- Manage team in the planning and execution of ongoing Marketing communications across Email and Mobile (in app messaging, push notifications, SMS/MMS) in order to effectively engage and drive incremental behavior, ensuring optimal cadence and channel use based on data
- Using segmentation and predictive models, work with team to test and implement targeted and personalization programs to drive lift in engagement and behaviors
- Support development and launch of mobile app and own the ongoing development and execution of the communication plans via in-app msg and push notifications
- Own the operations, maintenance, and enhancements to the online Member Portal and Non-Member Profile to enhance the customer experience
- Collaborate with Member & Guest Services, social, field/Ops teams to ensure alignment on messaging and Member/Guest communication plans and to provide direction for any issues/questions related to the Wine Club
- Own the updates to privacy policy, working with legal and IT team, as needed based on regulation and change in business practice, and implement the required disclosure, opt-in/opt out processes to ensure compliance with regulation (CAN-SPAM, GDPR, CPRA, CASL, etc.)
Content and Creative
- Work with team to elevate creative and bring the brand to life in a consistent and engaging manner
- Partner with Creative teams (internal and external), Paid Digital and Social teams on the ongoing campaign planning and content/creative development process to ensure asset needs are met for email/mobile/web, and that expression of brand and offerings will be consistent and synergistic across channels with appropriate sequencing for optimal “surround sound” effect
- Manage creative agency and budget to ensure quality and efficient use of resources
Team Management and development
- Reflecting Cooper’s Hawk values, coach, mentor, and develop direct reports to build bench strength
- Foster a “continuous improvement” and “data-driven” mindset that puts Member/Guest experience at the center of everything we do
- Must represent Cooper’s Hawk values
- Bachelor’s Degree, in Marketing, Advertising, Communications for related field; MBA or Masters preferred
- Minimum of 10 years of experience in strategic Marketing planning and development, working on an iconic brand with a large guest loyalty program, preferably a paid membership/loyalty program with a successful branded business
- Proven experience and knowledge of best practices in email/mobile marketing, customer experience personalization, and automated customer journey design
- Proven ability to synthesize and interpret data and customer insights into successful engagement strategies with strong experience in behavioral analytics, segmentation, customer LTV, digital marketing performance measurement, ROI analysis, AB/MVT testing designs
- Experience partnering with data science and/or analytics teams to develop best-in-class models, strategies and programs, as well as the diagnostics that drive performance improvement
- Salesforce and Salesforce Marketing Cloud, Return Path, Email on Acid, Google Analytics experience required; working knowledge of HTML/CSS; Power BI experience a plus
- Strong knowledge of Martech, CRM/Marketing Automation tools with a perspective on the best-in-class vendors in the market (e.g., Salesforce, leading email/SMS platforms, Customer Data Platforms, predictive modeling applications, etc)
- Prior Product Management and Loyalty program development including detailing functional requirements and customer experience a plus
- Excellent communication, presentation, organizational and interpersonal skills, as well as superior attention to detail
- A hands-on leader with at least five years experience in managing and developing a team; collaborative leadership style serving as player-coach
- Strong project management and change management skills; creative problem-solving with focus on efficient execution while balancing big-picture thinking
- Creative eye with understanding of branding, upscale/luxury marketing; Photoshop/Indesign experience a plus
- Demonstrated success in developing collaborative relationships across departments to drive tangible results especially in an environment with multiple stakeholders
Cooper’s Hawk is an Equal Opportunity Employer