| The Senior Manager is part of the loyalty marketing team and serves a key role in the integration of marketing channel strategy and planning across the marketing organization. The Senior Manager will both originate and coordinate marketing initiatives that drive customer acquisition and engagement. The Senior Manager , Marketing will leverage customer data and insights to develop and lead integrated marketing strategy at Amtrak. The Senior Manager will develop plans, initiatives and campaigns that will drive Amtrak ridership and ticket revenue. The Senior Manager will work cross departmentally with field marketing, Pricing and Revenue management, the paid media team, ecommerce and others to develop and execute these short and long term marketing plans. The Senior Manager may serve different roles from strategic leader to planner to implementer on a per project basis depending on organizational needs. |
ESSENTIAL FUNCTIONS: •Lead interdepartmental teams in designing marketing plans and developing initiatives that drive Amtrak ridership and ticket revenue. •Serve as project manager for promotions and communications, managing the overall communications strategy, creative development process, production schedules and approval processes. Manage internal and external creative and production support teams to ensure high-quality, on-time delivery within budgets. Communicate the status of programs on an on-going basis to stakeholders. Ensure initiatives and campaigns are coordinated and consistent across channels (paid, earned and owned media). •Collaborate as appropriate with internal stakeholders (Amtrak Guest Rewards, Email marketing, Brand/Advertising/Digital Marketing, and Field Marketing, Pricing & Revenue Management, Social Media teams), to develop and deliver effective offers, programs and promotions ensuring they have clear objectives with measurable results. •Develop the overall communications strategy (audience, message) for programs and promotions and coordinate with other communications stakeholders including Corporate Communications/PR, Social Media team and ecommerce team to ensure communications are integrated and consistent across channels. Select appropriate communication channels for the program objective, leveraging marketing best practices to optimize ROI and customer loyalty. •Ensure campaigns are effectively targeted in order to deliver highly relevant offers to customer groups. •Partner with and provide leadership to external agency partners. •Manage project timelines, deadlines and deliverables ensuring appropriate review and approvals from stakeholders. •Analyze and report on campaign results to internal stakeholders. Synthesize and interpret results to inform decisions and planning. •Prioritize opportunities and initiatives to ensure resources are allocated to drive the highest possible ROI. Develop and socialize the decision lens by which the prioritization decisions are made.