Description
SENIOR MANAGER OF DIGITAL MARKETING, CRM
Who We Are:
In the past 11 years, 2K has established a rich heritage for publishing some of the biggest franchises in gaming. This includes blockbuster titles such as NBA 2K, Borderlands, Bioshock, WWE 2K, Civilization, XCOM, and more. During that time, we’ve been fortunate enough to build a passionate and driven fan base who are eager to engage with our brands on a deeper level.
The Digital Marketing team at 2K is working to develop creative ways to expand our relationships with our customers by gaining a deeper understanding who they are and what they’re looking for from our games. By putting gamers first, we hope to truly complement the gaming experience with a thriving community where they have a voice and opportunity to connect with our games, our developers, and one another over their passion for gaming and 2K franchises.
What We Need:
We are looking for a top tier candidate to be our Senior Manager of Digital Marketing, CRM. Reporting into the Director of Digital Marketing, this newly created position will spearhead Acquisition & Engagement strategies focused on both existing and new gamers, and create and execute a comprehensive customer lifecycle strategy to maximize gamer acquisition, loyalty and LTV.
What Does Success Look Like?
- First 90 Days:
- Assist in the development of a CRM vision and action plan for implementation
- Ensure that Management, Marketing, Product, and International Teams are aligned to proceed with execution
- First Year:
- Rollout CRM program with the launch of our 2016 Holiday Releases
- Establish CRM as a consistent business objective for Marketing & Product teams on all 2K releases
- Refine reporting and communication processes to ensure that progress, learnings, opportunities, and ROI are clearly communicated throughout the organization
- Long Term:
- Advance CRM strategies to provide more value to our gamers, expand recruitment and retention, and enhance business intelligence for 2K
- Aid the growth and development the Digital Marketing team in-line with expanding needs and objectives
Job Responsibilities Will Include:
- Developing creative recruitment and retention tactics that excite gamers and promote continued engagement across 2K brands
- Use analytics and leverage customer data to identify lead KPI’s, craft comprehensive measurement plans, and continuously optimize engagement strategies and tactics with data-driven decision making
- Lead segmentation and testing strategies across multiple game brands
- Partner with Marketing & Communications teams to develop and refine CRM content strategies
- Support non-CRM Digital Marketing objectives including digital media, search, social, mobile, influencer marketing, tracking, analytics, e-Commerce, and web
- Thought Leadership & Collaboration
- Deliver reports to management and product teams on CRM performance, learnings and best practices
- Partner with international subsidiaries to manage global CRM strategies and localization
- Create opportunities to leverage CRM data in cross-functional areas:
- Customer Support – Use CRM data to streamline the support process by providing our team with valuable information to assist players with their problems
- Advertising – Seek opportunities with media vendors to leverage CRM segments in customized targeting and dynamic ads
- Web Design – Implement dynamic websites that leverage CRM data to provide gamers with the most meaningful and relevant content to their play style and history with our brands
- Social Media – Replicate CRM segments on Facebook and Twitter by building custom audiences via proprietary hashing techniques
Who We Think Will Be A Great Fit:
The Senior Manager of Digital Marketing, CRM will be presented with a unique opportunity to build valuable relationships with our core fans from the ground up. As such, we’re seeking someone with a leading vision and entrepreneurial spirit that will help us better understand our players while enriching their experience with our brands.
In addition to managing customer relationships, the Senior Manager of Digital Marketing, CRM will support the broader objectives of the Digital Marketing team. This will build on your CRM skillset and provide exposure to broader elements of Digital Marketing including custom content, web, advertising, mobile, social, search, and analytics. While CRM will be the lead focus of this role, we’re seeking someone with an eagerness to learn and contribute to the bigger picture of Digital Marketing while shaping the long-term evolution of the team within 2K.
Minimum Requirements:
- 4 - 8 years of CRM experience, preferably working in gaming, tech, or entertainment
- Experience in segmentation & modeling methodologies
- Strong ability to leverage user data and engagement analytics to drive strategy
- Proficiency with marketing technology hubs (Salesforce, Adobe, Marketo, etc.)
- Proficiency with Loyalty Programs / Subscription business models
- Experience working with international subsidiaries on global vision and execution
- Passion for video games and the gaming/entertainment industries
- Bachelor’s degree in Business, Marketing, or Communications (advanced degree a plus)
- 6+ years of experience in tech vendor/agency management
- 6+ years of experience in digital and engagement marketing