H&R Block

MO, US

Sr. Database Marketing Manager

$52,000-$140,000 / YEAR
What you'll do...

The Sr. Database Marketing Manager drives the data strategy, audience definition and customer segmentation for omni-channel integrated marketing campaigns across H&R Block's products, services and client experience journeys. This role manages the automation and ensures flawless execution of marketing campaigns using an ever-expanding CRM platform. Works directly for the Director of Data Strategy and Marketing Platforms and with CRM Director, Channel Owners, and Product Owners across all lines of business to aid the development data-led marketing strategies that drive year over year improvement in customer engagement, satisfaction, incremental retention, new client acquisition, growth in lifetime value and improved return on marketing investment.

Works closely with IT in a continuous integration/continuous delivery dev-ops environment to improve data usage, marketing capabilities and find creative ways of leveraging 1st, 2nd, and 3rd party client signals to improve marketing performance, client journey experiences, and drive client conversion. Helps define new data and platform requirements to accelerate the advancement of marketing's capabilities as part of a corporate-wide digital-first client experience transformation. Is a thought leader in leveraging client-centric data to enable personalize 1-to-1 marketing communications (Email, Direct Mail, Calling, Text, Push, Interactive, Web, etc.). Advances team understanding of industry best practice in interactive and direct-to-consumer marketing channels. A critical member of cross-functional teams with the ability to influence decisions at all levels of the organization.

Expertise in marketing analytics and statistical measurement of marketing programs. Analysis, insights, and recommendations will impact changes in campaign strategy and improved marketing effectiveness.

Marketing Campaign Development and Management
  • Leads data strategy development for client audience segmentation, targeting, and marketing channel treatment mix that achieves campaign and overall business objectives. Develops test design, measurement plans, and impact projections.
  • Provides comprehensive analyses of consumer response to programs including revenue and profitability impacts, key findings, and recommendations.
  • Provide strategic and tactical guidance, optimization recommendations.
  • Presents compelling insights and recommendations that influence diverse audiences at all levels of the organization.
  • Develops and flawlessly executes automated multi-channel integrated marketing campaigns
  • Conducts data mining and analysis to provide strategic segmentation and targeting recommendations for a variety of products, services, and experiences across lines of business and marketing channels.
  • Collaborates with financial analyses to ensure program business case metrics and assumptions are in line with measurement plans.
  • Work with Marketing Strategy and Channel Owners to ensure that new and existing customer data meets the evolving marketing needs to deliver more dynamic and personal digital marketing in an omni-channel experience.
Data Strategy and Accelerating Capabilities to Drive Innovation
  • Designs, develops, and enhances the marketing data stack to advance client data-centric segmentation and targeting to improve campaign performance, campaign execution and marketing test/learn/react capabilities.
  • Continually develops additional data sources to incorporate into the CRM database to improve client targeting and marketing effectiveness.
  • Leads the definition of data and platform requirements to support the advancement in marketing capabilities and partners with IT project teams to deliver scalable and sustainable capabilities that meet the ever-advancing customer expectations and business needs.
  • Key influencer to ensure data-led marketing strategy development in partnership with Marketing Strategy, Media and Channel Owners, Product Owners, I/T, and Marketing leadership.
  • Works with Data Science and Analytics to direct the development of Models, Machine Learning applications that drive new marketing methodologies in support of real-time omni-channel marketing automations.
  • Stays current and knowledgeable on new developments, trends, and technologies in marketing, inclusive of; omni-channel, dynamic/personalize content, marketing automation, advanced segmentation, targeting, and re-targeting.
  • Manages third party agency relationships, coordination, statements of work, and budgets for data services. Ensures data integrity of the work.
  • Influence and educate team members on new digital marketing technologies and ensure the full capabilities of new technologies are exploited to drive business impact


About H&R Block...

We're here to live our purpose-to provide help and inspire confidence in our clients and communities everywhere. We take our work personally, because we know what it represents: Families and homes. Livelihoods and lives.

We've been true to that purpose since brothers Henry and Richard Bloch founded our company in 1955. Since then, we've grown to approximately 12,000 tax offices throughout the United States and around the world. When you join our team, you'll add to the momentum of a forward-thinking company-one that defined an industry and is now leading its transformation.

What you'll bring to the team...

  • Bachelor's Degree in Marketing, Business, Information Technology, Database Marketing, Data Science, Mathematics, or Economics is required.
  • 7+ years' experience in database marketing, CRM, with hands-on campaign development, segmentation.
  • Proven track record of success in developing CRM databases and client segmentation strategies for multi-channel integrated marketing campaigns.
  • Proficiency with SQL and working knowledge of Python or R programming is a plus.
  • Demonstrated ability to drive profitable revenue growth, client retention and acquisition using innovative marketing ideas and client segmentation.
  • Extensive knowledge and background in industry best practice database marketing techniques, CRM toolsets (e.g. Salesforce, SAS, Adobe, Microsoft or equivalent).
  • Expertise in working with large integrated and complex data stacks, collecting, extracting, manipulating, analyzing, interpreting, and summarizing data into insights resulting in clear and concise recommendations.
  • Qualifications Experience building out new CRM or CDP data structures and integrated application platforms as part of a cross-functional team.
  • Comfortable being the visionary for the data strategy and leading others to accomplish it.
  • Extensive knowledge of Mar-Tech and Ad-Tech advancing technologies Experience in leveraging real-time client signals within an automated client journey management system.
  • Knowledge of statistical modeling principles, concepts and techniques that allow you to direct the creation of models and machine learning initiatives. Modeling background is a plus.
  • Database experience in direct to consumer or financial services industry.
  • Strong project management and cross-functional team leadership skills.


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