Associate Manager, CRM - Strategy & Activation

Orlando, Florida
Feb 01, 2024
Mar 31, 2024
Management, Marketing


The Associate Manager, CRM is responsible for enabling Darden's brands to activate data to increase guest frequency and value, by developing a deep understanding of customers' purchase behavior, attitudes, and interests in partnership with brand partners and digital marketing leads. This position collaborates with business partners, develops recommendations, and leverages members of the broader CRM & Digital team to meet business objectives.

The Associate Manager, CRM should have experience partnering with brand teams to help bring a data-driven approach to their marketing strategies. The Associate Manager, CRM should have a clear idea of the data available to support the brands in developing their strategies to ensure highly successful, targeted, and relevant marketing campaigns.


-Act as the single Point of Contact for Digital Brand Managers to develop and implement audience strategies to effectively leverage guest data, ultimately to allow us to increase guest engagement through all channels (email, SMS, direct mail, online display, social media and other channels) where we can find our guests for various strategic initiatives

-Provides day-to-day management of CRM activities; communicates as needed and ensures all projects are executed, and share learnings from other brands

-Work with Email Analysts, creative agencies, Brand teams and Campaign Operations to create and execute email campaigns that drive business impact

-Partners with Digital Marketing, Analytics, Consumer Insights, Advanced Analytics, and Finance to help bring a consolidated data POV to the brands for them to leverage in developing their marketing briefs

-Leads the guest data request for a specific brand activity to be able to understand the type of guest who engages in regards to transactions, as well as the potential audiences

-Develops and uses project timelines and calendars for projects leveraging guest data, partnering with Digital Team, Agencies & channel experts, etc.

-Creates testing recommendations for 1st, 2nd, 3rd and modeled data activation in all appropriate channels

-Consolidates and reports out from various data driven campaigns to help the brands understand audience performance and optimization opportunities

-Develops analysis where needed to help create a campaign post-mortem with recommendations and findings including data and reports from agencies and other groups

-Collaborates and interacts with Digital Marketing leaders and agency partners to ensure programs differentiate and enhance the Brand, while reflecting its strategic position

-Works alongside Digital Brand Managers to develop effective CRM strategies to build loyalty and advocacy

-Establishes and champions a positive, vibrant culture within the work group that is consistent with Darden's values

-Develops and manages the documentation including visually showcasing targeting, testing, and campaign strategies


-Minimum of 4 to 6 years of experience building marketing and data strategies, working with multiple media channels

-Experience and ability to use data and marketing analytics to better understand guests

-Experience in developing digital audience strategies that drives performance against KPIs

-Understanding of the digital ecosystem including digital media, analytics, SEO, and measurement tools

-Working knowledge of current consumer and industry behaviors trends, attitudes, preferences, and needs required

-Understanding of financial reporting and budgets

-Knowledge of advertising and digital media

-Excellent agency management skills

-Strong project management and organizational skills


-Bachelor's degree in Marketing, Business, or a relevant field


-Excellent written and verbal communication skills

-Must be comfortable analyzing data and presenting recommendations to support

-Understanding and ability to use guest data and marketing analytics to better understand guests for targeted marketing activities

-Excellent presentation skills

-Strong leadership and management skills

-Ability to consult and collaborate with a variety of different business partners

-Proven ability to work in a fast-paced team environment

-Proven track records of results orientation

-Strong analytical skills, including previous experience leveraging and assessing data for key consumer, brand, and competitive insights

-Must be extremely detail oriented

-Demonstrated proficiency in organizing and planning work tasks


-Master's degree (e.g. MBA) preferred

-Track record of innovation and creative thinking

-Prior experience with ESP (such as Microsoft Dynamics, Salesforce, etc.) is preferred

-Prior experience with Customer Data Platforms (Microsoft Dynamics, Adobe Real-Time CDP) is preferred

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