Director of Customer Data & Analytics
Full Time
Greenwood Village, CO 80111
$120,000 - $145,000 a year
Posted
Job description
Overview:
Xanterra Travel Collection, is a growing, exceptional group of travel and leisure businesses operating across the globe. Our properties/services combine dramatic settings and landmark buildings with exceptional service to deliver unforgettable experiences. We are inspired by our guests, our environment, and each other. Headquartered in our beautiful new Greenwood Village, Colorado offices, we strive to create a collaborative experience and a transformational journey for our valued team members. We have a high commitment to sustainability, growth and are seeking driven, innovative individuals who value offerings in career development and professional advancement. Our Travel Collection includes lodging, food and beverage, Windstar Cruises, short-line railroad, and adventure travel companies. Please visit xanterra.com for more information on the company and its environmental initiatives.
Reporting to the Corporate Senior Director of Marketing and based in Denver, CO, the Director of Customer Data & Analytics will lead the Xanterra Travel Collection’s® efforts in leveraging customer data to build profitable, long-term customer relationships across all brands in the portfolio. This role is responsible for developing strategy in conjunction with brand marketing directors, overseeing execution, and reporting on performance of consumer touchpoints such as email, direct mail, text messages, consumer privacy and preferences, and other channels that drive conversion and retention across the customer journey. This innovative self-starter will provide vision and leadership while using data and analytics to guide and optimize the omnichannel approach collaborating with cross-functional partners to deliver better business outcomes and guest experiences. Responsibilities:
Preferred Qualifications:
COMPENSATION : The salary range for this position is $120,000.00 - $145,000.00 and is eligible for additional incentive.
Xanterra Travel Collection, is a growing, exceptional group of travel and leisure businesses operating across the globe. Our properties/services combine dramatic settings and landmark buildings with exceptional service to deliver unforgettable experiences. We are inspired by our guests, our environment, and each other. Headquartered in our beautiful new Greenwood Village, Colorado offices, we strive to create a collaborative experience and a transformational journey for our valued team members. We have a high commitment to sustainability, growth and are seeking driven, innovative individuals who value offerings in career development and professional advancement. Our Travel Collection includes lodging, food and beverage, Windstar Cruises, short-line railroad, and adventure travel companies. Please visit xanterra.com for more information on the company and its environmental initiatives.
Reporting to the Corporate Senior Director of Marketing and based in Denver, CO, the Director of Customer Data & Analytics will lead the Xanterra Travel Collection’s® efforts in leveraging customer data to build profitable, long-term customer relationships across all brands in the portfolio. This role is responsible for developing strategy in conjunction with brand marketing directors, overseeing execution, and reporting on performance of consumer touchpoints such as email, direct mail, text messages, consumer privacy and preferences, and other channels that drive conversion and retention across the customer journey. This innovative self-starter will provide vision and leadership while using data and analytics to guide and optimize the omnichannel approach collaborating with cross-functional partners to deliver better business outcomes and guest experiences.
Strategy and Management:
- Own the internal and external technology projects necessary to grow CRM/CDP while partnering with IT to co-develop and implement a technology road map suited to support the needs of the businesses regarding data/address hygiene, campaign management, privacy, database analytics, business intelligence, personalization, and other appropriate applications.
- Oversee centralized tools and processes for managing Xanterra’s customer data such as our CDP, Preference Center, Customer Privacy portal, and Analytics platforms.
- Guide the company’s efforts in adherence to laws governing consumer data, such as privacy regulations, and lead our efforts to implement new policies and ongoing adherence to laws.
- Lead strategy development for database marketing campaigns, trigger campaigns and integrated nurturing campaigns using our CDP, and oversee execution and analysis.
- Serve as strategic resource for brands in portfolio to help advise on how to use first party, second party and zero party data in sales and marketing plans.
- Working with IT, guide and manage the technical aspects of connecting our digital tools to our customer data platforms.
- Lead the development, implementation, and maintenance of our analytics suite of tools across our digital ecosystem.
- Manage direct reports, who will assist with execution, tracking, data hygiene, and other tasks.
- Participate in corporate and brand revenue planning process to ensure support and integration of CRM strategy and plan.
- Champion CRM concepts and examples of success to senior leaders in all aspects of the business.
- Identify and manage necessary vendors/agencies for ongoing needs and special projects (print/mail partner, SFMC technical vendor, etc.)
- Cultivate relationships with key stakeholders and contributors (call center, MarCom, IT, etc.).
CDP Campaign Development:
- Oversee and assist with strategic planning, building and QA of email messages, campaign automations, and triggered sends. Working with marketing leaders across the brands in the portfolio, help create a strategic framework for managing various campaigns along the customer journey.
- Manage the strategic use of other channels in CRM programs, such as direct mail, SMS, outbound calling, etc.
- Develop and pilot new nurturing campaigns and refinements in audience segmentation.
- Develop and pilot a method for deploying engagement and lead scoring to help identify high value leads.
- Work with digital marketing teams across portfolio to deploy personalized messaging through our websites and various marketing channels.
- Collaborate with creative and digital resources on the development of copy, graphics, landing pages, and other assets needed for email and other channels.
Customer Privacy:
- Help build and implement Xanterra’s data strategy to build stronger relationships with our guests that allows greater user control and transparency.
- Lead the ongoing development, deployment, and maintenance for customer tools such as our Preference Center, Cookie Management platform, and Privacy platform.
Platform Management:
- Serve as the technology platform administrator for tools than manage customer data, including the main liaison to the vendor(s), budget management, system maintenance and upgrades, and recommended integrations.
- Work with account reps, vendors, and internal IT resources as needed to resolve issues, implement updates and improvements, or secure resources for specific projects.
- Managing audits of the customer and preference databases and establishing and maintaining appropriate controls and processes to ensure proper levels of data/address hygiene, customer database processes, preference management, and direct mail execution, ensuring compliance with state, federal laws and international laws.
Reporting and Analytics:
- Collaborate with internal team to build suite of standardized reports, and custom reports and dashboards as needed.
- Lead the effort to monitor and report on audience segmentation, email engagement, preference center and opt out trends, sender reputation, performance and key trends, providing recommendations and insights for optimizing performance.
- Lead the analytics charge in scoping and completing a range of analyses to determine effectiveness of overall campaigns, specific channels and individual touch points, segmentation analysis, customer lifetime value, and other analytical techniques to improve customer acquisition retention, and loyalty making evidence-based decisions.
Required Qualifications:
- Minimum of 7 years of experience in CRM marketing, lead nurturing, lifecycle marketing, marketing automation, database marketing, and/or email marketing.
- Bachelor’s degree in business, marketing, computer science, or similar.
- Experience with RedPoint Global, Salesforce.com Microsoft Dynamics preferred.
- Experience with Marketing Cloud, Eloqua, Pardot, or similar preferred.
- Experience with analytics and tagging software such as Google Analytics, Google Tag Manager, Data Studio, Tableau, Power BI preferred.
- Results-oriented with the proven ability to identify, track, and report on KPIs for email marketing campaigns.
- Experience managing integrated, multi-channel campaigns and overseeing the strategic use of email, direct mail, paid social, and other key channels.
- Experience with developing database marketing strategies, project plans, and test plans.
- Experience analyzing performance for email, digital nurturing programs, or multi-channel marketing campaigns.
- Practical hands-on experience setting up, troubleshooting, and optimizing automated email programs.
- Excellent planning, time management, and organization skills.
- Superior organization, communication, presentation, diplomacy, and interpersonal skills.
- Attention to detail.
- Strong analytical and problem-solving skills.
- Excellent written and verbal communication skills.
- Experience managing a departmental budget.
- Self-starter who can work independently and collaborate in a team environment.
- Ability to manage a diverse set of tasks, prioritize workload, and deliver results against deadlines in a fast-paced environment.
Preferred Qualifications:
- Basic knowledge of HTML and SQL preferred, or willingness to learn
COMPENSATION : The salary range for this position is $120,000.00 - $145,000.00 and is eligible for additional incentive.
BENEFITS: For full-time employees, Xanterra offers a comprehensive benefits package including: Medical, Dental & Vision; HSA & FSA; Life & Disability; Accident, Hospital & Critical Illness; Pet Insurance; Vacation, Sick and Holiday Paid Time Off; 401(k) with Company Match; Employee Assistance Plan; Education Assistance; and Employee Discounts and Travel Deals.
EEO: Xanterra is committed to a diverse and inclusive workplace. We are an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, disability, pregnancy, genetic information, protected veteran status, or any other legally protected status.
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