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Program Manager - CRM

Job ID 434574BR Location Burbank, California, United States Job Posting Company Disney ABC Television Group Job Posting Area Disney ABC Television Group Date posted 03/16/2017
Are you interested in changing the future of television? The media industry is undergoing rapid change, and Disney-ABC Television is building new capabilities for direct-to-consumer engagement that will enable us to compete in this dynamic new marketplace. The Consumer Engagement team is responsible for innovating and developing the strategies and capabilities to directly address our fans to build relationships and retention.

Disney-ABC Television is seeking a Program Manager, CRM, to join the Consumer Experience team. This role will bring experience with audience segmentation to address the consumer across channels and expand direct-to-consumer engagement capabilities. The Manager will have a breadth of knowledge in executing campaigns at different touch points on the consumer journey, as well as demonstrable experience designing and managing optimization of DMP targeted solutions. You will help lead digital transformation and personalization efforts, together with our next generation platforms team, to drive improved ROI and our goal of individualized marketing.

Responsibilities

  • Extend knowledge in testing and channel optimization to a segment driven and multichannel engagement program, influencing and partnering with internal and external teams to navigate strategy and execution
  • Use Disney-ABC Television’s Data Management Platform (DMP) to fulfill audience creation requests and maintain an organized and usable database of targeting information
  • Understand core audiences for our digital campaigns, estimate the size and available reach of those audiences within paid digital platforms, and then group those audiences into segments in the DMP
  • Coordinate regularly with Digital Planning teams to receive requests and provide feedback on targeting performance
  • Day to day engagement/management of agencies, planning/execution oversight, ensuring customer privacy and compliance practices, development of campaign business rules, as well as identifying and outlining sound measurement/reporting constructs for programs
  • Interact with multiple partners and continually collaborate across the marketing organization to promote structured thinking and knowledge sharing
  • Proactively optimize for maximum performance and delivery against defined goals
  • Ensure governance standards on data use policy are upheld with partners, agencies, and vendors
  • Keep daily tabs on industry trends and serve as a subject matter expert by informing wider team
  • Ensure that all Digital/CRM activities align and integrate well with existing Digital/CRM infrastructure
  • Help define the full-circle customer touch point strategy to enable remarketing efforts to optimize consumer communication resources
  • Create a learning environment, open to suggestions and experimentation for improvement

Basic Qualifications

  • Thorough understanding of data-driven marketing technology architecture from the data warehouse to campaign management, cross-channel execution platforms, data reporting and analysis, as well as APIs, web services and functionality that drives personalized campaigns
  • Analytical thinker with a depth of knowledge in digital analytics, campaign tracking and ROI metrics
  • Must understand tagging and coding requirements for tracking against a cross-channel environment
  • Strong understanding of relational databases
  • Experience using ad tech and marketing tech platforms (eg. Ad server, tag management, DMP, DSP, web analytics, email service provider, social media management)
  • Strong marketing acumen and ability to clearly communicate technical concepts to nontechnical groups
  • Ability to work in a complex culture, serving disparate needs

Preferred Qualifications

  • 5+ years managing CRM campaigns or defining audience segmentation across channels including email, push, social, and in house/paid media.
  • Direct experience with Oracle/BlueKai or other industry DMP
  • Advanced understanding of programmatic buying (DSP) and audience segmentation (DMP). You know how a DMP is best used and you understand how it should be applied to accomplish business objectives and KPIs.
  • An industry-level understanding of data partnerships in the programmatic space
  • Experience driving toward omnichannel CRM strategy is a plus
  • Experience working with companies dedicated to the development and building of consumer profile models

Required Education

  • Bachelor’s degree required in Business, Marketing, Technology or related field

Additional Information

Equal Opportunity Employer Female/Minority/Veteran/Disability/Sexual Orientation/Gender Identity

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