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Senior Director Marketing Activation and CRM At Conagra Brands

Location: Chicago, Illinois

Job Description

Conagra Brands has the most energized, highest-impact culture in food. Our people persistently challenge and disrupt marketplace/business conventions and we are respected for our great brands, great food, great margins and consistent results. Conagra Brands, be part of building something BIG.

Strategy

  • Setting and defining data-driven activation strategy that is supportive of key business objectives and marketing strategy, in partnership with the leaders of Marketing and our multiple business units
  • Work closely with Marketing leaders and demand sciences teams to drive omni-channel, consumer-centric strategy that supports the holistic modern marketing vision
  • Work with Demand Sciences team to identify consumer experience journeys and demand generation journeys for omni-channel activations (including commerce)
  • Develop data-driven and behavior-based prospect and consumer segmentation strategy that supports personalized and highly impactful communications
  • Integrate behavior-based analytics, insights and processes into all key areas of the organization (product development, product marketing/packaging shopper marketing, media, etc.)
  • Drive consumer journey planning, and work with analytics and insights team(s) to develop qualitative understanding of struggles and potential moments-of-truth in the customer life cycle
  • Drive to enterprise-level marketing objectives and KPI’s

Insights

  • Understand the business and financial aspects of measuring and managing consumer marketing investments and make recommendations to achieve pipeline velocity, as well as revenue growth and scalable operations
  • Leverage data and analytics from multiple sources to inform marketing communications activities and investment strategies to drive conversion and accelerate sales results

Always-On Activation

  • Work with internal cross-functional teams providing leadership into the creation and management of “always-on” marketing activations that encompass customer acquisition, engagement, and retargeting strategies
  • Provide data-driven inputs into activation-level segmentation, operations and activation strategy and tech leverage that enables strategic targeting
  • Identify, populate, and leverage strategic frameworks and develop real-time contact strategies hands-on using segmentation, targeting, channels, offers, messaging, testing, reporting, and analysis with a focus on digital channels
  • Implied in all aspects of the marketing operations role across measurement, technology, data, process and segmentation will be enablement of world-class integrated campaigns that are: 1) highly localized (e.g. for geo), 2) highly personalized (e.g. segmentation, nurture), 3) frictionless (e.g. conversions, hand-offs) and 4) easy to evaluate (e.g. through clean data, metrics and reporting)
  • Leverage agile marketing alignment and activation planning meetings
  • Ensure consistent adoption of marketing operations standards and processes across all marketing and sales channels
  • Define KPIs for performance and continuously measure, track, report, and optimize strategies and tactics
  • Provide business development support to sales team by providing thought leadership and product domain expertise
  • Educate brand organization on creative communications Principles (Per Laws of Growth)
  • In collaboration with the broader marketing organization, develop training/enlightenment modules and schedule for brand organization for developing impactful creative

Technology and Data

  • Leverage consistent overall data and analytical toolsets that leverage key systems such as Omniture, Adobe, Foresee, Google Analytics and others similar in nature
  • Partner with Analytics to drive activation activity and measurement
  • Hyper-focused on data quality – a strong understanding of the interdependencies between sales and servicing processes, automation tools, data sources and the data quality that results… a mindset not only for spotting problems, but importantly the know-how to lead clean-up, fixes and prevention

REQUIRED KNOWLEDGE AND SKILLS

  • Deep knowledge of and experience in B:B:C marketing
  • Strong experience and understanding of full-stack marketing
  • Strong critical problem solving and analytical skills
  • Adept at communicating with leadership and peers to create common understanding and buy-in experience designing and deploying marketing strategies within a real-time decisioning environment
  • Relevant marketing and retention expertise, specifically program design and optimization
  • Strong grasp of digital marketing trends and key consulting frameworks and concepts
  • Strong awareness of how systems and data integrate with contact plans, and capable of determining systems and data requirements for a given marketing strategy
  • Structured thinking and the ability to facilitate working sessions and brainstorming exercises among consumers and peers across all levels of an organization
  • Understanding of the latest marketing automation technology – including but not limited to Dynamics CRM, Salesforce, Adobe Experience Manager, and Marketo – and strong ability to communicate with engineers and integrators
  • Collaborative - excellent relationship building skills with an ability to prioritize, negotiate, and work with a variety of internal and external stakeholders.
  • Impeccable integrity and ethical standards.
  • Highly adaptable, can operate in a fast-paced environment where the rules are often being defined just in time
  • A collaborator and team player
  • Intermediate knowledge of Agile methodologies
    In addition, the ideal candidate would also have many of the qualities below:
  • Proactive self-starter with high level of initiative and ability to direct a team on multiple concurrent projects, and ensure follow-through while delivering high quality
  • Leader, collaborator, and team-oriented
  • Strong project planning and project management skills desired
  • Track record for growing consumer businesses and getting results
  • Ability to synthesize complex concepts in simple terms
  • Strong oral and written communicator; create high quality documents and deliverables using Microsoft Office and other applications as needed
  • Process-oriented thinker with a background in using frameworks and methodical steps to identify workstream approaches
  • Analytically oriented thinker with advanced Excel skills and comfortable manipulating data to demonstrate visual trends in meaningful ways
  • Familiar with analytical techniques in support of multi-channel marketing including profiling, segmentation, analysis, and modeling
  • Experienced in identifying and documenting business requirements for new marketing programs
  • Familiar with best of breed marketing tools including social media monitoring, business intelligence, campaign management, digital analytics, content management, and offer management

EXPERIENCE AND EDUCATION

  • A minimum of 10+ years of professional experience, including 5+ years as leader of a digital or cross-channel CRM function
  • Bachelor's degree required and an MBA or master's degree equivalent is preferred
  • B:B:C marketing
  • Advanced knowledge of customer data privacy and relevant regulations
  • Advanced knowledge of Campaign Management technologies
  • Firsthand experience in communications roadmap development and implementation
  • Multi-channel delivery platform experience
  • Management of CRM programs across multiple communications channels
  • Advanced-level software knowledge including PowerPoint, Excel, and Word

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SF-GD

Conagra Brands is an equal opportunity employer and considers qualified applicants for employment without regard to sex, race, color, religion, ethnic or national origin, gender, sexual orientation, gender identity or expression, age, pregnancy, leave status, disability, veteran status, genetic information and/or any other characteristic or status protected by national, federal, state or local law.