CRM Marketing Manager

The HL marketing and editorial team is expanding and taking on new projects, requiring additional CRM support. In general, projects and workload is increasing across all departments which led to overload and bottlenecks within the HLE/HLUS marketing and Design teams. Design team cannot longer cover CRM responsibilities. HL CRM tasks are currently splitted across marketing coordinators, editorial manager (e.g. Choral) and designers (Aaron). 

Key Responsibilities

Employee's duties and responsibilities 

• CRM strategy development for Hal Leonard (US/EU)
• Design, update, and implement a comprehensive revenue growth strategy leveraging CRM channels to enhance direct sales, brand and community health.
• Influence partner/consumer relations and sales lifecycle stages by improving activation metrics, reducing churn, and executing win-back campaigns.
• Backlog management
• Generate and prioritize hypotheses for CRM initiatives, ensuring alignment with business objectives.
• Plan and oversee the implementation of initiatives, maintaining a well-organized backlog of tasks.
• Hypothesis testing and project management
• Manage projects focused on hypothesis testing, including task breakdown and the development of minimum viable products (MVPs) to validate hypotheses.
• Set up and conduct A/B tests using HubSpot/Bloomreach/DotDigital to assess the effectiveness of various strategies.
• Campaign management
• Plan and execute crm marketing campaigns for our B2B/B2C/B2E audiences, including content creation, localisation, layout design, and template development for communications.
• Prepare detailed briefs for copywriters and designers within the in-house creative agency to ensure alignment with campaign goals.
• Build and updating landing pages linked to email campaigns and homepage banners
• Create product list pages and add products via CSV files
• General website updates and fixes
• Support contact list management, including adding and updating records
• Automation and tool implementation
• Support the development and optimization of CRM tools, commerce platforms and services, including Customer Data Platforms (CDP) like HubSpot, Bloomreach, DotDigital
• Implement automation strategies to enhance CRM efficiency and effectiveness.
• Data-driven decision making
• Monitor key performance indicators and quality metrics to evaluate the success of CRM initiatives.
• Analyze and interpret data from A/B experiments to make decisions based on hypothesis testing results

Required Experience and skills

Necessary hard and soft skills

• 3+ years of experience in CRM marketing
• Familiarity with the principles and specifics of push notifications, in-web alerts, broadcast channels (e.g. WhatsApp) and inbox messages.
• Experience in building effective trigger chains and segmenting databases.
• Experience working with commerce platforms like Sana Commerce
• Experience with product and campaign localisation 
• Experience working with CDP (preferably DotDigital, HubSpot and Bloomreach)
• Experience in testing hypotheses or managing projects from the ground up, with a background in collaborating with marketing, editorial, sales, product, and design teams.
• English language proficiency of upper intermediate level or higher
• Knowledge of HTML is a plus
• Strong problem-solving skills
• Excellent communication skills
• Experience with AI tool at workflow