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VP, Customer Relationship Management

Date: Aug 13, 2019

Location: San Francisco, CA, US

Company: Williams-Sonoma Inc.

Requisition Number: SS-16171
Area of Interest: Marketing
Organization: Corporate
Brand/Division: Shared Services
Position Type: Full-time


About the Team

You will be part of the Customer Relationship Marketing team responsible for developing and delivering marketing strategies that drive profitable growth in sales and customers for the Williams Sonoma and Williams Sonoma Home brands. CRM manages the marketing investment portfolio to maximize ROI, implements segmentation and targeting tactics to improve customer response, facilitates cross-functional efforts to drive key growth initiatives, and serves as thought leaders in evolving our marketing practice to reflect changes in customer behavior and technology.

About the Role

In the VP, Customer Relationship Management role for Williams Sonoma brand, you will be responsible for enhancing shareholder value through thought leadership and innovation in marketing practices that drive profitable sales and customer growth in all channels, build customer loyalty, increase share of wallet and ensure our brands are top of mind when our customers are building their dream home. You will lead the direct marketing efforts in a complex matrix organization, as a key member of the brand's leadership team as well as part of our centralized shared services Marketing organization. You will develop and execute the brand marketing strategy and initiatives that increase brand awareness, engagement, retention, and acquisition. You will plan, manage and optimize the marketing investment portfolio to maximize sales. You will collaborate cross-functionally and manage a team that provides analysis and insight to measure and improve marketing program effectiveness as well as ensuring marketing initiatives are cohesive across key channels and champion brand objectives.


You're excited about this opportunity because you will...

* Build and develop a CRM vision and strategy that increases Brand reach and drives profitable sales and customer growth. Partner with Brand Presidents in the strategy development to ensure alignment and support of the overall Brand strategy. Lead our CRM team and cross-functional teams to deliver on this strategy.
* Evolve and adapt these strategies to integrate new trends and technologies. This will require creation of a detailed roadmap inclusive of an integrated marketing program, customer analytics, and relevant technology solutions and connecting the dots between these critical areas within the marketing organization
* Maintain a constant dialog with the marketing leadership team and executive level management regarding marketing strategy, marketing performance, and overall CRM strategy
* Optimize and report on marketing investment and customer KPI's monthly, quarterly, annually, supporting both short- and long-term revenue and customer growth goals
* Manage annual marketing investment portfolio, partnering with program owners to deliver the most efficient performance across all customer touch points, including catalog, email, digital advertising, and potentially offline advertising and brand marketing
* Effectively manage marketing expenses by adjusting spend based on business conditions and opportunities
* Refine marketing mix leveraging ME, test and learn, and best practice sharing in identifying opportunities to minimize cost / maximize sales across all marketing disciplines
* Implement new MTA solution and recognize ad cost efficiencies / opportunities
* Grow active customer counts through a balanced approach of NCA and retention
* Focus on repeat and retention amongst active customers
* Partner with head of Loyalty and assist in formulating and executing a best-in-class, cross-brand Loyalty program that encompasses both credit and tender-neutral components to improve customer experience, cross-brand purchase behavior, share of wallet and repeat purchase/additional trips

* Increase share of wallet through cross-brand / cross-channel portfolio

* Continue to grow PLCC / Key Membership, reward redemption, and sales penetration
* Identify value add / content driven campaigns to increase loyalty
* Implement roadmap to 2020 relaunch of WSI one-card one-program
* Increase % of cross brand shoppers

* Implement segmentation, targeting, lifetime value, personalization and relevancy tactics to improve response & conversion and maximize marketing ROI
* Drive personalization across email, site, and display through custom audiences, journeys, and customer lifecycle stages
* Identify next steps in marketing -- tech stack enabling personalization at scale
* Build loyalty through content deployment across all channels (Email, site, on site search, off site)
* Identify the content-that-matters via a x-brand test and learn agenda
* Increase role of video, UGC, IG across ecosystem
* Develop eMail strategies that drive cross-channel sales while improving customer engagement; primary focus will be on driving the triggered eMail program and the integration of eMail in customer journeys
* Drive incremental marketing activities including: Print, TV, Out of home, x brand recs, sourcebooks
* Drive all aspects of customer insight and engagement programs for customer marketing, serving as primary consumer insights lead within the marketing organization, using marketing performance data, behavioral analyses provided by our consumer analytics team, and market research (primary and secondary) to drive better marketing decisions and inform marketing strategy
* Use detailed transaction level analytics to create marketing programs that improve gross margin, and drive cross-sell and up-sell opportunities across multiple product departments.
* Implement rolling 12-month test plan across all channels to continually fuel a pipeline of new tactics and measure results
* Accelerate cross-brand learnings agenda and innovation; identify cross-brand opportunities focusing on life stage / lifestyle
* Partner with cross-functional teams on emerging businesses / sub-brands / non-comp activities
* Build strong, collaborative relationships with brand marketing, e-commerce, customer experience, creative, product development, and finance leaders using a keen understand of business culture and process
* Become the most nimble, thoughtful, and innovative multi-channel retail marketing team across the globe
* Acquire, retain, and develop premier talent across all functions
* Foster an environment where all associates bring their authentic selves to work every day and individual differences are valued, explored and appreciated
* Develop individual plans for advancement, personal development, and career pathing opportunities

Why you will love working at Williams-Sonoma, Inc.

* We're a successful, fast-growing company with an entrepreneurial vibe
* A technologically and data-driven business
* Competitive salaries and comprehensive health benefits
* We're at the forefront of tech and retail, redefining technology for the next generation
* We're passionate about our internal and external clients and live/breathe the client experience
* We get to be creative on a daily basis
* A smart, experienced leadership team that wants to do it right and is open to new ideas
* We believe in autonomy and reward taking initiative
* We have fun!

We're excited about you because...

* You have a Bachelor's degree in Marketing or a related field (Master's Degree preferred)
* You have demonstrated leadership success in developing and executing strategic CRM at the highest level, with 10 plus years in customer experience, CRM strategy, planning and execution in the retail field.

* You have a demonstrated record of strong leadership, teambuilding, and influential relationship skills
* You have a highly creative and organized approach to work, balancing idea generation with actionable execution plans
* You are highly analytical with ability to problem solve and use and evaluate data to extract actionable opportunities, drive powerful customer experiences and impactful communications plans
* You are skilled in Microsoft Excel (v-lookups, pivot tables), and have strong communication and presentation skills
* You have strong communications / CRM planning skills around customer opportunities and the development of compelling customer propositions
* You have a substantial record of experience in the design and implementation of customer experience / CRM programs preferred
* You are commercially focused with the proven ability to advise on investment planning across marketing activities along with the identification and measurement of customer KPIs and campaign metrics
* You have strong knowledge of the market and competitor landscape for CRM and Customer Experience strategy and delivery
* You have a proven track record in managing and optimizing a budget to ROI goals
* You possess a deep working knowledge of the application of enabling technologies for customer experience / CRM / digital media

About Williams-Sonoma, Inc.

Founded in 1956, Williams-Sonoma, Inc. is the premier specialty retailer of high-quality products for the home. Our family of brands includes Williams Sonoma, Pottery Barn, Pottery Barn Kids, PBteen, West Elm, Williams-Sonoma Home, Rejuvenation, and Mark and Graham. These brands are among the best known and most respected in the industry. We offer beautifully-designed, stylish and functional products for every area of the home, including the kitchen, living room, bedroom, home office, closet, laundry room, and even outdoor spaces. We've seen some big changes since our first brick-and-mortar store opened more than half of a century ago. What hasn't changed is our passion for high-quality products, functional design, outstanding customer service, and enhancing the lives of our customers and the communities where we operate. In 2017, we acquired Outward, Inc., a 3-D imaging and augmented reality platform for the home furnishings and décor industry. Today, we're a multi-brand, multi-channel, global enterprise supported by state-of-the-art technology and some of the most talented teams in retailing - and we're always looking for new energy and ideas.


Once you are here, you can look forward to a wide variety of benefits. Our corporate vision--to enhance our customers' quality of life at home--extends to the lives of our associates. To that end, we offer an extensive benefits package designed to help you grow, personally and professionally, to keep you healthy, to prepare you for the unexpected, to care for your family and to build a secure future. Depending on your position and your location, here's a look at what you might be eligible for:

* A generous discount on all Williams Sonoma Inc. brands through multiple shopping channels
* A 401(k) plan and other investment opportunities
* Paid vacations, holidays and other time-off programs
* Health benefits, including health, dental and vision insurance; health and dependent care tax-free spending accounts; medical, family and bereavement leave; same-sex domestic partner benefits; short- and long-term disability programs; life and travel insurance; an employee assistance program
* Tax-free commuter benefits
* A wellness program that supports your physical, financial and emotional health
* In-person and online learning opportunities through WSI University and LearnIt
* Cross-brand and cross-function career opportunities
* Quarterly sample sales
* A business casual work environment
* A bike share program
* Time off to volunteer
* Matching donations to qualifying nonprofit organizations
* Company-sponsored walks and runs
* Healthy, organic options in the cafeteria and an awesome salad bar
* Discounts on nearby gyms and other local businesses


WSI will not now or in the future commence an immigration case or "sponsor" an individual for this position (for example, H-1B or other employment-based immigration


This role is not eligible for relocation assistance.

Williams-Sonoma, Inc. is an Equal Opportunity Employer.

Williams-Sonoma, Inc. will consider for employment qualified applicants with criminal histories in a manner consistent with the requirements of the San Francisco Fair Chance Ordinance, or other applicable state or local laws and ordinances.


Williams-Sonoma, Inc. is an Equal Opportunity Employer.

Williams-Sonoma, Inc. will consider for employment qualified applicants with criminal histories in a manner consistent with the requirements of the San Francisco Fair Chance Ordinance, or other applicable state or local laws and ordinances.

Nearest Major Market: San Francisco
Nearest Secondary Market: Oakland

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