Direct Marketing Analyst

Job Summary

As the Direct Mail and Email Analyst for North America, you will be responsible for driving data-driven marketing initiatives and leveraging analytical insights to optimize direct mail lists, campaign performance and produce key monthly reports. Working closely with the Sr. Manager of Marketing and global teams, you will lead the planning, execution, and analysis of direct mail and email campaigns with a strong emphasis on database management, customer list segmentation, and performance evaluation.

Responsibilities and Accountabilities

• Utilize direct mail database marketing techniques to segment audiences effectively and personalize direct mail and email marketing communications.
• Plan, execute, and optimize targeted direct mail campaigns, overseeing list segmentation, modeling, creative development, production coordination, and post-campaign analysis.
• Create mailing lists for various direct mail and email activities incorporating a variety profile and past travel data for consumers and travel agents from reservations and email system databases.
• Conduct thorough post-campaign analysis of Crystal’s direct mail campaigns, identifying trends, opportunities, and areas for improvement to help optimize return on investment.
• Complete back-end analysis of direct mail initiatives including evaluating response rates and ROI by mailing segment.
• Coordinate with mail house on all direct mail lists to ensure files are properly processed and approve laser proofs.
• Ensure alignment of marketing campaigns and content strategies with the broader Crystal brand strategy, leveraging analytical insights to inform decision-making.
• Develop insight-led creative briefs, guiding messaging strategies based on data-driven insights.
• Collaborate with proofreaders to ensure accuracy, grammar, and brand consistency across all communications.
• Manage the marketing calendar and ongoing creative deliverables in collaboration with the global shared services team.
• Conduct regular reviews and updates of the marketing plan, incorporating insights from data analysis.
• Track all direct marketing expenditures, manage monthly budgets, and submit invoices for processing in a timely manner.
• Exercise discretion and independent judgment in all aspects of job functions.
• Position requires imagination, originality, and talent in the marketing field

Other Duties

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Functions, duties, responsibilities, and activities may change at any time with or without notice.

Work Environment

Works in a typical office environment with quiet-to-moderate noise generated by computer printer, fax machine and light traffic. Traveling may be required.

Physical Demands

Requires sitting, standing, walking, bending, and reaching.  May require lifting or pushing up to 25 pounds.  Requires manual dexterity sufficient to operate standard office machines such as computers, fax machines, calculators, the telephone, and other office equipment. 

Expected Hours of Work

The position is fulltime and frequently requires working additional time outside of normal business hours.

Education: Bachelor’s degree in Marketing, Advertising, Communications, or related field preferred

Experience: 3+ years of experience in marketing or advertising, hospitality/travel experience a plus.

Skills/Qualifications:

• Proficiency in Microsoft Outlook, Word, Excel (advanced), and PowerPoint programs.
• Skills in Power BI preferred
• Strong analytical skills with the ability to interpret data, analyze trends, and draw actionable insights.
• Strong editing and proofreading skills.
• Firm understanding of direct marketing and performance marketing strategies.
• Familiarity with marketing tactics and strategies for affluent markets.
• Must be highly detailed-oriented with strong organizational and follow-up skills.
• Team player with a positive attitude who works well cross-functionally.
• Resourceful, creative self-starter who takes initiative to learn processes and get things done with little supervision.
• Ability to multi-task and thrive in a fast-paced environment where strategic brand-building efforts are priority – start-up experience a plus.
• Experience with database management and segmentation techniques.
• Experience/understanding of custom databases required