Develop and execute seasonal and annual circulation strategies for catalog and direct mail programs to achieve sales, profitability, and customer file growth objectives.
Create and manage customer contact strategy for print marketing, balancing customer engagement, productivity, and marketing expense.
Partner with Analytics & Customer Data on customer segmentation, circulation modelling, audience selection, and targeting strategy.
Partner with the Director, CRM & Loyalty to ensure print contact planning is coordinated with loyalty and credit member treatment, so total contact load across channels is managed at the customer level.
Establish circulation forecasts, performance expectations, and measurement frameworks to evaluate results and optimize investment.
Lead the strategic evolution of print marketing through ongoing testing, innovation, and analysis.
Catalog & Direct Mail Management
Own circulation planning and execution for all catalog and direct mail campaigns, from strategy through deployment and post-campaign analysis.
Partner with Merchandising, Planning, and Creative to influence catalog direction, pagination strategy, product exposure, format recommendations, and in-season circulation tactics.
Develop customer selection strategies that maximize response, revenue, profitability, and retention.
Evaluate circulation trends and customer behavior to recommend frequency, audience sizing, prospecting opportunities, and circulation allocation.
Identify opportunities to improve targeting and increase circulation efficiency through data-driven insight.
Analyze circulation performance and customer response trends to identify revenue growth and cost efficiency opportunities.
Partner with Analytics to develop and interpret customer models, segmentation strategies, test results, and circulation productivity metrics.
Lead testing strategy across audience selection, circulation levels, format, versioning, and contact frequency.
Translate complex analytical findings into actionable business recommendations for senior leadership.
Monitor marketing KPIs, campaign performance, customer engagement, and return on investment to drive ongoing improvement.
Vendor & Financial Management
Serve as primary business owner for circulation and print marketing vendor relationships.
Partner with external circulation, data, and print vendors to execute campaigns, evaluate performance, and identify process improvements.
Manage circulation budgets and marketing expense to ensure efficient allocation of resources and achievement of financial goals.
Negotiate and monitor vendor performance, service levels, and deliverables.
Ensure accuracy, quality, and compliance across all circulation execution processes.
Team Leadership & Collaboration
Lead, coach, and develop the Senior Analyst, Direct Marketing.
Foster a culture of accountability, analytical rigor, and continuous improvement.
Collaborate cross-functionally with Merchandising, Planning, Creative, Marketing, Analytics, Finance, and Technology teams.
Present circulation strategy, business insight, and performance results to leadership.