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Senior Manager, Marketing Planning And Strategy - Referral Program Marketing

Walmart+

Hoboken, New Jersey
posted June 15, 2020

What You'll Do

The Senior Manager, Referral Program Marketing, reporting into the Associate Director of Trial Acquisition Marketing, will be responsible for building up the Walmart Plus referral program from the ground up. As the Referral Program Marketer, you will be responsible for translating a program idea into a detailed, holistic, and connected product and marketing plan that will deliver business goals.

You will partner closely with the Walmart Plus Product, UX, CRM, and Marketing team to ensure referral program functionality and marketing plans are implemented to best achieve performance goals.

Responsibilities

  • Collaborate closely with the product marketing team and 3rd party referral program vendor to build a referral program with best-in-class features, functionality, and UX.
  • Collaborate with UX and product teams on different ways to expose the Referral Program (“how, what, when” logic) within the W+ flow for existing customers.
  • Develop continuity and local plus-up marketing playbook for promoting and generating excitement for the Referral program (local sweepstakes, local influencers, gamification/competition, etc.)
  • Collaborate with the promotion product team on promo rewards and redemptions, including logic for promos (eg. One time use, etc.)
  • Lead and collaborate with CRM team and Walmart Plus Retention team on referral program discovery and utilization, including but not limited to:
    • Discovery of the referral program within W+ marketing journeys (e.g. Walmart Plus trigger welcome series)
    • Points of intercepting after a certain customer action (e.g. Reminding them to refer friends after a customer receives their delivery order, after they make their Nth order and are sticky)
    • Transactional emails and push notifications (after someone receives a reward because their friend converted; when someone has remaining credits/promos that they haven’t used yet)
  • Drive test and learn agenda including the following:
    • Advocate and Friend reward testing
    • Segmentation of rewards (e.g. do VIP customers get a better reward than new customer?)
    • Testing logic and strategy of placements within CRM and UX
    • Personalization of Referral creative and messaging
  • Collaborate with the creative team on marketing placements onsite and on CRM for existing customers to discover the Referral program.

Basic Requirements

  • 5-6 years of experience in a marketing, business strategy, product marketing, program marketing, or customer marketing role.
  • Experience in referral marketing or loyalty marketing a plus.
  • Experience and knowledge of marketing disciplines: acquisition, retention, loyalty, brand, media, creative, content, product marketing and partnerships.
  • Expertise in leveraging email marketing, social, mobile, and media to engage customers and transform brand and customer experience.
  • Proven ability to work with data to understand and analyze performance, optimize plans, make quick decisions and measure impact to the business.
  • Excellent communication and presentation skills, with a high attention to detail.
  • Risk-taker, comfortable in fast-paced environment; go-getter, capable of managing multiple projects, priorities.
  • Experience in referral marketing or loyalty marketing a plus.
  • BA/BS degree in business with strong academic record.