AVP, Data Driven Strategy

POSITION: AVP, Data Driven Strategy

DEPARTMENT: Digital Marketing

REPORTS TO: Vice President, Digital Customer Experience

LOCATION: Saint Petersburg, FL

AVP, Consumer Data Activation

The AVP of Data-Driven Strategy is a leadership role responsible for developing and executing a comprehensive data strategy across CRM, paid media and social that drives business growth by leveraging data to drive activation, audience and automation strategies. This role requires a deep understanding of data analytics, business strategy, and technology, as well as strong leadership and communication skills. The AVP will lead a team of data professionals, collaborate with cross-functional stakeholders, and champion a data-driven culture throughout the organization.

Key Responsibilities:

• Data Activation & Audience Strategy:
• Set the strategic direction for data activation within the brand, aligning with overall brand goals and objectives.
• Strategic planning of across all 1P digital properties (CRM, Paid Media, Social) from customer acquisition through engagement and retention.
• Champion single view of the customer to inform full lifecycle of audience segmentation, activation, and personalization.
• Development of sophisticated lead generation/quality name acquisition programs.
• Stay abreast of industry best practices and emerging technologies in CRM, media, social, data activation, and martech.
• Leadership & Team Management:
• Lead, mentor, and inspire a team of data-driven strategy professionals.
• Provide coaching, mentoring, and professional development opportunities to team members.
• Foster a collaborative and innovative team environment that embraces data-driven decision making.
• Personalization & Automation:
• Develop and implement a comprehensive personalization and automation strategy aligned with overall business goals and objectives.
• Define target audiences and customer segments for personalization efforts.
• Establish key performance indicators (KPIs) to measure the effectiveness of personalization and automation efforts.
• Evaluate, recommend and support automation technologies and platforms that best meet the needs of the organization.
• Collaboration & Communication:
• Partner effectively with key stakeholders across marketing, analytics, CDMO, and other relevant departments.
• Communicate effectively with leadership, providing regular updates, reporting, and insights on campaign performance and key initiatives.
• Leverage Divisional and Multi-divisional levels insights and resources to enhance first-party audience strategies

Qualifications:

• Bachelor's degree in Marketing, Communications, Business Management, or a related field (MBA preferred).
• 10 years of proven experience in CRM and loyalty marketing, with a minimum of 2 years in a leadership role managing a team.
• Demonstrated track record of successfully developing and executing data-driven strategies that drive business results.
• Strong analytical skills, including experience with database segmentation, customer lifetime value (CLTV) analysis, and campaign performance measurement.
• Experience with programmatic media and marketing automation platforms is a plus.
• Excellent leadership, communication, presentation, and interpersonal skills.
• Experience with retail industry is a plus.
• Passion for the professional haircare industry is a plus.