Direct Marketing Manager Consultants

Direct marketing is about communicating directly to customers through different media channels. It is considered a form of advertising.

Direct marketing is critical to the success of many different types of businesses and organizations.

However, good direct marketers are often in short supply. This is why Social Web Tactics provides direct marketing consultants who can take on the responsibilities and tasks a company needs.

Our service offering is often better than a placement through a recruiter, because you eliminate the middle-man and the fees, and receive a highly trained professional who can jump right in and accomplish tasks that your business or organization needs completed.

Though every engagement is different, our direct marketing professionals are skilled at using a variety of media to reach customers, including but not limited to: e-mail, text messaging, advertisements, direct mail, database-driven marketing, letters, flyers, phone calls, and other types of targeted media placements, such as tv, radio, print, online, display, and digital out of home.

Since direct marketers need to communicate effectively with existing and potential customers, we also are very data-driven and believe strongly in testing as well as measuring results to ensure our messages are effective. We know how to work with different CRMs and databases, and how to leverage customer profiles / buyer personas to improve the effectiveness of our messages and targeting. What's more, we know how to create compelling "calls to action" to encourage engagement and additional data collection, as well as help build marketing automation into campaigns where necessary.

Our Direct Marketing Capabilities

The direct marketing capabilities from Social Web Tactics team members includes, but is not limited to:

• Develop and execute direct marketing strategy for offerings, including defining segmentation, conducting cost and revenue analysis, and contributing to product enhancement.

• Budgeting responsibilities include determining initial direct marketing strategy, updating budget projections, forecasting results and meeting or exceeding revenue targets.

• Meet application and enrollment goals for assigned programs utilizing campaign management software for data selection and segmentation.

• Present results and analysis for each program to Senior/Executive Management.

• Review copy for direct mail, email and website to ensure coordinated messaging across channels.

• Research and analyze marketing data and results.

• Participate in brainstorming program offerings and segmentation test strategies.

• Design, implement and monitor direct-to-consumer marketing campaigns to exceed revenue targets

• Aanalyze marketing trends and results to make actionable recommendations to drive volume and improve effectiveness

• Analyze campaigns and initiatives through reporting, tracking and analysis to provide feedback to the management team as well as optimize efforts for success

• Work with external resources to develop new marketing concepts across medias and help bring them to market

• Collaborate with areas of the business impacted by marketing projects/campaigns to improve overall performance

• Research consumer markets, monitor market trends and generate cutting edge ideas

• Develop compelling B2B and B2B2C content for email and lead generation campaigns, as well as collateral, direct mail, mobile / SMS, and webinars / regional events

• Utilize marketing automation and CRM tools to engage prospects and customers at various touchpoints in the sales and marketing funnel

• Create relevant messaging for each communication touchpoint and determine timing and messaging criteria

• Perform A/B testing on the campaigns and content to make data-driven recommendations on how to improve the results across the customer lifecycle

• Gather information from various internal and external sources and then refine/condense essential information into compelling campaigns

• Work collaboratively with internal stakeholders, creatives / agency partners, Sales teams and vendors

• Create a library of pre-approved campaign pieces for regional markets to customize and utilize

• Analysis of campaign results and reporting back to stakeholders with insights and recommendations for improvement

• Drive engagement by developing and executing lifecycle communication strategies for the consumer segment, using key digital interactive channels

• Drive loyalty and retention strategies across Lenovo, with focus on advocacy and enhance customer lifetime value

• As a subject matter expert, provide consultation on direct marketing strategies and best practices, including the latest information regarding CAN-SPAM and other privacy policies

• Lead collaborative teams throughout the organization to ensure successful deployment of direct marketing campaigns

• Partner with Customer Insights and Analytics teams to develop segmentation models and targeted programs

• Lead marketing test strategies and methodologies to identify attributes of successful offers, content types and delivery tactics to roll across segments and when required, refine strategies based upon findings

• Manage reporting and tracking of campaign performance against defined benchmarks and report to business stakeholders and executive teams, as needed. Partner with Business Analytics team to evaluate funnel conversion, repeat and penetration rates, and engagement metrics across multiple segments and provide recommendations for continuous improvement of metrics

• Participate in defining requirements for CRM infrastructure and campaign reporting

• Manage vendor relationships as required

• Participate in efforts to streamline, automate and improve internal processes and procedures

• Own the development and design of campaign templates

Our Direct Marketing Skills

As a team, we have the following direct marketing skills:

• Ability to coordinate a direct marketing campaign from start to finish

• Knowledge campaign management software, databases and CRMs (Saleforce), marketing automation solutions, and reporting tools

• Good analytical capacity with comfort presenting and communicating findings to a variety of stakeholders, including the executive team

• Creative, flexible and adaptable to new situations

• Extensive experience in marketing, sales, and customer support

• Knowledge of key elements of SEO/SEM/PPC is a plus

• Experience working on multiple projects concurrently in a fast-paced, deadline-driven environment

• Excellent attention to detail; proofreading content to ensure all details are accurate before delivery

• Ability to work with effectively with cross-functional teams, internal clients, vendors, agencies and stakeholders

Work with direct marketing agency and internal parties to develop a plan around campaign approach (drawing from experience), weigh in on strategic approach based on historical response data and make suggestions for testing when opportunities arise

Orchestrate internal discussions and external briefings between internal constituents and external agency partners, lead the campaign process including reviewing rounds/providing feedback prior to a larger internal distribution and ensuring objectives are being met and timelines are being kept to

This role should take an active approach in supporting and maintaining relationships with our internal clients; they should be viewed as a primary contact with regards to process and knowing where campaigns stand at any point in time

Evaluate campaign success, report back key insights, takeaways and recommendations to project partners.

Operational Oversight:

This role will be very focused on ensuring to overall success of our marketing programs from an operational standpoint; which requires interaction with and oversight of several departments where they will need to influence without direct authority. In this capacity they will be responsible for:

• Responsible for the DM calendar and campaign queue; raising concerns with regards to campaign shortages both internally to senior team members and externally to agency partners,

• Arranging brainstorm sessions with appropriate parties to generate campaign ideas, raising campaign ideas and socializing with the broader team for feedback

• Ensure campaigns are moving along on time and with input from the appropriate people; pulling in additional internal or external parties when necessary and connecting groups with one another as needed to help facilitate overall success

• Keeping a pulse on timeframes and turnarounds; working with appropriate parties and adjust standard schedules if needed – including agency& external party turnaround times, compliance review issues, internal review response delays, etc.

• Lead the Institutional implementation of a new Marketing Automation tool (advocating for requirements, project managing the roll out),

• Builds data driven campaign segmentations to fully leverage system functionality and advanced analytics concepts.

• Responsible for managing campaign processes and recommending enhancement opportunities for best practices to leadership.

• Receives and confirms campaign brief from strategy manager by exercising discretion and utilizing independent judgment.

• Leverages independent expertise and insights to decrease campaign cycle time and/or optimization of customer contact strategy through data efficiency.

• Responsible for customer segmentation of direct marketing campaigns with high level personalization up to $50 million in revenue impact per campaign.

• Manages the identification in determining appropriate channels and makes recommendations to management;

• Develops variable content in creative; and creative in campaign management platform and makes recommendations to management.

• Manages the data quality of customer segmentation for other manager’s campaigns.

• Manages and creates campaign attributes in Aprimo.

• Develops email messaging with links and submits request to email deployment for Company-wide campaigns;

• Manages the vendor relationship with the direct mail vendor; sends finalized direct marketing message file to selected direct mail vendor; and is responsible for checking electronic proofs.

• Advises and provides consultation as a “subject matter expert” to property marketers on campaign operations functionality.

• Responsible for participating in achieving Key Performance Indicators: Average execution time per campaign, percentage of on-time campaigns, satisfaction scores/internal feedback, delivery rate, spam percentage, and bounce percentage.

• Manages leadership for all reporting department’s Human Resources responsibilities to include: creating a work environment that promotes teamwork, performance feedback, recognition, mutual respect, and employee satisfaction; quality hiring, training, and succession planning processes that encompass the company’s diversity commitment.

• Performs all other job related duties as requested.

• DM skill set:

  • Expertise in property customer segmentation for both gaming and nongaming campaigns

  • Understands customer data management systems and technologies

  • Possesses knowledge of the Direct Marketing Operations best practices including, but not limited to, email operations, direct mail operations, and database management

  • Strong attention to detail and understanding of execution process for error checking

• Leadership capabilities

  • Collaborates closely with Strategy Directors to execute campaign strategy

  • Acts as the point of contact for execution of campaigns

  • Collaborates effectively with central teams (e.g., Creative, YRM, IT)

• Change orientation:

  • Resolves unforeseen issues and overcomes roadblocks

  • Continuously looks for ways to optimize the execution process

• Performance:

  • Track record of business results

  • Focuses activities on maximizing MGMRI returns              

  • Has the support of current supervisor    

• Design and own the strategy, development & execution of direct mail and email acquisition channels

• Develop strategy regarding in-house lists and list acquisition, oversee list quality, identify new target audiences and segmentation approaches, execute ongoing testing regimen to continuously optimize campaign performance

• Own and drive analytics and reporting for email and direct mail

• Collaborate with Business Development, Marketing and Sales teams on other ad-hoc customer acquisition initiatives

• Strong knowledge of best practices for email and direct mail creative, segmentation, dynamic content, testing methodologies, deliverability

• Experience developing, planning, and executing customer acquisition campaigns, along with end-to-end reporting performance and business impact

• A self-starting attitude — a can do, hands-on approach and passion for working at a rapidly scaling startup

• Drive to identify key opportunities, offer solutions, and solve problems independently

• Ability to work cross-functionally with creative, product, and engineering teams

• Strong aptitude for working with and analyzing vast amounts of data and drawing insights

• Real passion for continuous innovation and a track record of seeing ideas through to fruition