Campaign Architect II (Memphis)

Responsible for working with National Direct Marketing Direct Response Programs teams in the management of analysis, execution, and data integrity of audience criteria selection associated with Direct Response mail programs. Responsibilities include managing complex data requirements, executing program initiatives in documented in the defined in the strategic plan, working in accordance with the industry standards and ALSAC’s defined service levels using IDM UNICA Campaign Management suite, and ensuring all deadlines, process objectives, and strategic requirements are met. Develops and leads innovative data initiatives to include data model integration, layered testing initiatives and data validation for National Direct Marketing direct response programs. Works closely with Senior NDM leadership to review projects requiring multiple resources and troubleshooting issues. Develops and generates strategic data recommendations, helps trains new data architect staff members on the use of the UNICA Campaign Management suite, and maintains the integrity of the system. Works with management and ITS to ensure functionality and issue resolution involving UNICA software is properly managed.

Essential Job Functions

• Uses advanced analytical and technical data skills to convert business criteria detailed in the segmentation matrix into target audience segmentation code within UNICA. Also facilitates and pulls data files for internal and external Analytics or Data Research teams when required. This includes but is not limited to identifying target audiences, applying intricate exclusion metrics, data segmentation, calculated field design, multi-level testing development, mapping data table views, importing external data points, offer assignments, source code creation, source code assignment, GL allocation, file layout design and contact file generation. Reviews each project in the software and evaluates the data input is consistent with project scope.
• Constructs and develops advanced SQL queries to perform data validation on direct response files and data fields, ensuring the quality of our data as it relates to business strategy, organization standards, and testing validity. This includes but is not limited to validating that specific donor groups are segmented correctly based on data variables such as giving history, classifications/preferences or demographics. Ensures that all testing populations are constructed in a random sampling environment to achieve actionable results, validates new calculated fields built through ITS processing, makes certain that exclusions are properly applied, utilizes tactics to ensure that no duplicate records are being selected across multiple files, and performs back end validation to ensure proper interactions and source counts are loaded into DMS.
• Uses a high degree of concentration and data selection skills to interpret intricate strategic initiatives and translate them into a segmentation matrix in accordance with program goals and data standards. Manages the distribution, maintenance and content integrity of the segmentation matrix as it relates to project timelines and vendor deadlines. Is responsible for documenting all strategic shifts and implements an accountability system for each phase of a campaign project.
• Oversees the production, maintenance and management of technical data requirements for NDM direct response programs, working with Strategic Sr. Liaison and the IT Business Intelligence team. This requires a deep understanding of program functionality, dependencies and strategic initiatives and the ability to communicate those into a business requirements document (BRD). The Sr. Liaison will track and make all changes to these requirements ensuring that program documentation is continually reflective of the data code, valid, and in compliance with ALSAC and industry standards.
• Assists Database Marketing Management and ITS with Flowchart builds for new programs within UNICA. This includes but is not limited to participating in planning and update meetings with ITS, gathering and interpreting existing program criteria, source code structure, program dependencies, package code usage, reporting needs, and using that knowledge to facilitate campaign creation in UNICA.
• Serves in a backup capacity to the Supervisor of Database Marketing in situations that require so. This can include assistance in managing vendor relationships, communicating with NDM management on campaign processing updates, and helping manage the ITS relationship with the IBM UNICA Campaign Processing Suite Product Manager.
• Evaluates, develops and recommends new and innovative testing initiatives consistent with a high level of analytical and technical skill. The Sr. Liaison collaborates with business Sr. Liaison, the marketing analytics team and external strategic partners to strategize and formulate multi-level testing plans designed to increase operational efficiency and revenue. He/she will lead efforts to elicit the best use of new data elements presented by the NDM Data team or ITS and leverage the use of new data fields, data cadences or segments. The Sr. Liaison will be responsible for advocating data initiatives to the business units and integrating them into these testing strategies. (5%)
• Manages the UNICA file export process autonomously and continually seeks out value-added improvements and recommendations to improve efficiency and reduce campaign timelines, resulting in fresher data pulls. This includes analyzing current counts on a regular basis, recognizing trends to present to the business team and pointing out the effects of strategic initiatives. The Sr. Liaison will communicate with the Analytical team and business team on tactics and performance, resulting in process or segmentation tweaks to achieve an optimal file. (5%)
• Uses a high degree of technical skill to recommends and oversees efforts involving Data Model integration within campaign structures. Requires knowledge of model scoring factors, data fields, table views and import functionality within UNICA, as well as the ability to leverage the results of multiple models when necessary. Works closely with ITS and outside data modeling vendors to plan and execute model overlay information in a valid and strategic manner. (5%) 10. Provides guidance and training to Sr. Specialist – Campaign Architect positions as it relates to campaign execution in UNICA and following proper data procedures. This includes assisting or facilitating some discussions between the NDM business strategy teams and the NDM database marketing teams if confusion or conflicts may exist. (5%)

Requirements

• Requires experience as a campaign architect who is proactive, highly organized, excellent at working on multiple projects simultaneously, comfortable under pressure, and able to work effectively as a team member.
• Excellent organizational skills, ability to manage multiple tasks and tactfully deal with difficult situations. Understand basic data elements, segmentation designs and validation techniques.
• Highly detail oriented, focused and organized.
• Knowledge ordinarily acquired through a Bachelor’s degree a minimum of 5 years of database or segmentation management experience. 2 years UNICA experience preferred.
• Must possess a valid driver’s license

To ensure the health and safety of the children and families at St. Jude Children’s Research Hospital as well as our donors, volunteers and colleagues, as a condition of employment, we require that employees adhere to ALSAC’s Vaccination Requirements, including COVID-19 Vaccination.

ALSAC is an equal employment opportunity employer.

ALSAC does not discriminate against any individual with regard to race, color, religion, sex, national origin, age, sexual orientation, gender identity, transgender status, disability, veteran status, genetic information or other protected status.