Discover where Good Grows at Bob Evans Restaurants! We have an exciting opportunity to join the marketing team as the Ecommerce Database Strategy and Activation Manager. This position is a hybrid/remote role, reporting to the New Albany, Oh. Restaurant Support Center.
The Manager, Ecommerce Database Strategy and Activation heads the development and execution of the brand's consumer database strategy. This team member works with cross-functional teams and agency partners to manage database communications that will grow the business. This team member will research and create the strategic approach to consumer segmentation and implementation of a CDP (Customer Data Platform) to drive sales and nurture brand advocacy.
Accountabilities:
Develops the growth plan within the following channels: CRM/CDP/Database, email, text, app, and others as assigned.
Partners with our IT, POS and CRM teams to source data needed to build a strong segmentation strategy and manages the consumer journey activation.
Manages our external partner support teams to create action plans for acquisition and the development of creative assets for activation channels.
Acts as key project manager for our app guest loyalty program developing innovative consumer opportunities that drive frequency and push the brand forward.
Supports the activation strategy for the brand's go-to-market digital communication plan and develops the project timelines to support this strategy.
Tracks digital and database marketing activity and provides regular updates via a digital scorecard.
Knowledge:
Strong understanding of the digital marketplace
Strong Project Management skills
Experience with CDPs, email/app database marketing and consumer segmentation tools (Microsoft Consumer Insight Journeys a plus)
Excellent analytical skills
Strong written and verbal communication abilities
Independent, initiative-taking, and elevated level of curiosity
Restaurant experience preferred
Education/Experience:
Bachelor's degree in Marketing/Communications or related field required