Director, CRM & Customer Experience

Description

Hybrid Work Model

SEGA. . . What do you think of when you hear that word?  Do you think of the console with the iconic, harmonized voice fire ups or do you think of the countless gaming hits from Sonic the Hedgehog, Golden Axe, or the Persona series? . . . 

When we think of SEGA, we think of its evolution as a pioneer in the video game market to one of the most prominent video game developers and publishers ever! Globally, SEGA has over 5,000 employees passionately working to bring the best gaming entertainment to players around the planet. We have one of, if not the richest, portfolio of original IPs – something we are very proud of and excited about as the market continues to change.

New streaming technologies and shifts in the retail landscape are well poised for what will be the most disruptive and innovative time in our industry. Our IP strategy positions us well for this, and we are enthusiastic about the future!

There’s never been a more exciting time in the company’s history to join SEGA!

Job Summary:

The Customer Experience team is designed to support long-term engagement and lifecycle development of SEGA’s audiences across all studios and franchises such as Sonic the Hedgehog, Persona, Yakuza/Like a Dragon, Total War, Alien Isolation, and Football Manager. The team oversees SEGA’s CRM solutions, leveraging in-game telemetry data to develop personalized and targeted communications to our customers.  The team is also responsible for future loyalty strategies, rewarding our most engaged customers across SEGA’s portfolio of games, services, and direct-to-consumer touchpoints such as Sega.com.  
 

The Director of Customer Experience role is part strategic leader, part detail-oriented operationalist, and part entrepreneur. The role is responsible for managing our CRM and future loyalty team members, managing the ongoing CRM & loyalty operations, and developing our future strategy in the customer loyalty space. The right candidate for this role will be detail oriented with a proven track-record of operationalizing a highly efficient CRM and loyalty program while managing a long-term roadmap to turn strategy thinking into reality. This person is data-driven, understanding how to connect in-game and CRM data to create a highly personalized and effective program that creates value for our customers with a proven track working on product launches in the gaming industry. This role reports into the VP of Marketing Services, is based in our Irvine, CA office, and will be required to be on-site a minimum of 3 days per week.  

Duties and Responsibilities:

• Manage the ongoing CRM responsibilities for SEGA of America across our portfolio of games and services, delivering an average of 7-10 campaigns per month. 
• Partner with studio development & Publishing teams to implement personalized engagement campaigns activating in-game data with consumer communication channels via our SEGA Accounts platform 
• Manage the reporting and evangelizing of CRM campaigns across the business of cross-functional stakeholders in Marketing Services, Sales, Product Marketing, Brand Marketing, Transmedia, and Mobile/GaaS. 
• Optimize campaigns to improve performance and drive revenue/LTV improving performance through data-driven analysis of campaign performance  
• Manage a team of 2-4 reports 
• Collaborate with counterparts in Japan and Europe to develop the most effective strategy and tech stack to power our future operations 
• Collaborate with our SEGA West publishing leadership, SEGA of Japan, and SEGA of Europe counterparts to develop our customer loyalty strategy 
• Work with consumer insights to lead research validating our strategic vision 
• Collaborate on the development of our loyalty tech stack with cross-functional counterparts in Japan and Europe 
• Operationalize the program across North and South America, prototyping concepts and scaling the program across all studios, franchises, and services 
• Manage SEGA.com’s content and product page strategy implementing content strategies that grow MAUs, time on site, engagement, and bring website viewers into SEGA’s owned and first-party partner purchase funnels 
• Collaborate with stakeholders in marketing services, product marketing, and studios to manage a content calendar of new product page launches, content, and news on SEGA.com 
• Lead customer acquisition of new users signing up for our SEGA Account system 
• Implement campaigns to convert email sign-ups to SEGA Account users, connecting first-party IDs to their existing email registration 
• Be accountable to meet and achieve revenue targets for our customer retention program. 
• Performs other duties as assigned.
• Working in-office is an essential function of this position.  This requirement of face-to-face interaction is in place to ensure effective supervision, collaboration, and teamwork.  In-office attendance is required for the following reasons:
  • For effective supervision of employees and our work product, which includes ensuring all employees have necessary oversight of their work and access to supervisory assistance, which includes meetings to review work product, deadlines, and status.
  • To foster communication and collaboration among team members, which includes the following: allowing for spontaneous brainstorming sessions and exchanges of ideas, quick access to team members to enable collaborative problem-solving, and stronger cohesion among co-workers and within teams.
  • To enhance the sharing of information necessary to effective job performance and product creation. 
  • To enhance understanding of our stakeholders’ work and business needs, facilitate a more seamless and organic workflow, and ultimately increase efficiency and successful outcomes.

Qualifications

Qualifications and Skills:

• 7-10 years of online marketing experience with demonstrated success in CRM marketing and online engagement programs, preferably in the gaming space.  
• A strong understanding of video game industry required.  
• Experience with CRM and loyalty software with a strong knowledge of the space (mParticle, Customer.io, Movable Ink, Xsolla   
• Ability to direct design development teams on projects such as optimization of sign-up flows, e-mail design, and account systems  
• Strong communication skills among cross-functional teams including formal presentation skills and willingness to communicate with VP and C-level positions to ensure stakeholder buy-in and success of creative output  
• Excellent attention to detail, with strong time management skills to meet deadlines with speed, flexibility and quality. Experience managing projects in Jira/Confluence or equivalent.  
• Ability to analyze data to produce optimized creative for marketing campaigns.  
• Passion for video games and gaming / marketing trends Solid understanding of GDPR essential, and knowledge of COPPA law preferable.  
• Good understanding of quantitative data analysis and statistics.  
• Experience with and understanding of web and e-mail tracking technology.  
• Bachelor’s degree or equivalent experience.  
• This role will be required to work on-site in our Irvine office at least 3 days a week.

Salary : $165,000 - $205,000