Mgr CRM/Social Media Strategy



Develops and manages CRM (Customer Relationship Management) and social media strategy and the execution of plans to support growth of the Company’s global business, providing services centrally while helping to build regional capabilities.  Leads global projects and initiatives related to optimizing customer data management and social media engagement.  Evaluates and recommends CRM/Marketing platforms to enable and support multi-channel and interactive customer marketing strategies, applying regional and global standards where appropriate.  Identify, vet and scope and hire vendors to deliver integrated solutions across all Mary Kay online and social platforms. Manage and optimize vendor relationships, presenting capabilities and recommendations to senior leadership and executives.  Participates in Mary Kay’s innovation process and is critical in evaluating and selecting best in class vendors and solutions to grow Mary Kay’s digital expertise and drive business.  Establishes KPIs and metrics, develops marketing analyses, data-based reports, presentation inputs and other supporting documentation needed to advance both short and long term goals.  Interfaces with IT and Integrated Brand, Digital and Regional Marketing peers to support the business requirements gathering and documentation development in support of objectives.  Participates as a subject matter expert in the development of overall strategy of total focus, 360-degree modular integrated and digital marketing campaigns.  Responds to market needs as communicated primarily through the regional teams, and adapts in response to new learnings, market shifts and new opportunities.
Responsible for directing and implementing corporate social media campaign sites and supporting email marketing programs in collaboration with brand marketing and region teams, with the objective of increasing engagement, particularly sourced through social media channels. 





  1. Responsible for evaluating global and regional CRM and social media needs, preparing recommendations based on global and local requirements, and implementing strategy and plans.  Has technical expertise required to participate in Mary Kay’s innovation process.  This includes having a broad technical knowledge of Digital marketing capabilities in order to effectively identify gaps in the strategy and overall process flow.  Must be able to identify, evaluate and suggest new best in class solutions in order to grow the business in a sustainable way.  Advises regional counterparts on implementation, analysis and ongoing improvements in the CRM and social media areas, working to budget and ensuring an optimized customer experience.  

    Defines brand campaigns and works with corporate brand marketing to deliver social and email product specifications, working closely with regional marketing teams, IST and agencies to implement new social media campaigns to support product launches.

    Assists in the development of long term vision, effective, multi-pronged strategy, implementation and analysis. Drives global social media fan base engagement and community growth, providing monthly global analytics and ongoing process improvements.   Experiments with new and alternative ways to leverage activities and monitors trends in social media tools, advances and application.  Identifies new social media opportunities and keeps team current on key in-market activities. 


  1. Leverages existing metrics and identifies key performance indicators to guide design of new initiatives and implement analytics technologies for data to spot trends and find correlations among different data points. This data can be used to create targeted sales and marketing campaigns.  This person will be critical in evaluating post campaign effectiveness and recommending ongoing course-adjustments to achieve Company goals. Develop and implement specific strategies to increase engagement and revenues of product launches.

    Develop and run the technical RFP process in partnership with IST.  This includes writing the scope, developing the business requirements and implementing a plan that will evaluate, negotiate and select vendors as required for digital marketing, which will allow Mary Kay to extend their capabilities in digital marketing and stay aligned with our Innovation process and company strategy.


  1. Builds personal influence and strong relationships with Regional Marketing, Integrated Brand and Digital Marketing, as well as IT, Customer Insights and various department stakeholders, as well as senior management, is essential for success in this position.  Leads monthly stakeholders meetings to share best practices, competitive and best-in-class examples, discuss governance issues and drive brand vision through all social media platforms.  Communications skills should be highly developed to manage complexity of working across cultures and departments. Personal judgment, ability to identify misinformation and track disparate information is critical to keeping programs on track. 


  1. Serves as subject matter expert to provide recommendations to the Vice President, Brand & Digital Marketing, as well as division Directors, that are incorporated into the annual business plans development and process


  1. Actively meets with industry experts and suppliers, reviews industry sources, Web sites and social media to continually stay abreast of best practices in today’s fast-paced environment.  Updates senior management, cross-functional teams and regional marketing teams of best market practices.







Bachelor’s degree in Communications, Marketing, Advertising or business discipline with statistics, economics and/or accounting concentration.  MBA preferred plus


Minimum of 10 years of experience in global corporate or agency environment required, including at least 5 years direct experience with CRM and social media.  Agency experience preferred.

 Proven track record of success and depth of technical experience in CRM, social media and SCRM, as well as the areas of project management, business analysis and ROI reporting required.

  1. Critical to this position’s success is the ability to lead and inspire at a global level, as well as the ability to influence at VP levels and above.  Requires matrix management skills and the ability to lead others without direct managerial authority.  This role requires seasoned communications abilities to effectively communicate with and influence senior management as well as internal and external partners.  Ability to respond to potentially divergent needs of multiple stakeholders is required, along with excellent judgment, diplomacy and strong collaboration skills to work cross-culturally with subsidiary and regional teams. 
  2. Demonstrated experience to identify and combine technology and business process improvements across a variety of platforms, integrating with ecommerce and digital strategies in a global environment, as well as experience in management of multiple concurrent marketing projects.
  3. Perform detailed evaluation of business environments, including capabilities/assets, brand aspirations, opportunity analysis, customer needs, platform assessments, and competitive realities to identify unique market opportunities and threats within the digital space.
  4. Design measurement strategies, approaches and requirements on how to best measure ROI and identify insights that lead to optimizations.  Advise Directors and Regional partners on strategic approach, key tactics, best practices, measurement requirements, analytical approaches and evolving trends
  5. Incumbent must demonstrate the ability to lead change, experience delivering business insights and marked presence, especially in high-pressure situations.  Leadership presence and the ability to make a strong and commanding first impression are also important.
  6. Position requires extreme flexibility, adaptability and modular thinking.  Must demonstrate global thinking and possess the sincere desire to work in a global environment, dealing with numerous diverse cultures and environments and the resultant complexity.  At the same time, must be able to balance brand objectives and global strategies with the local, cultural needs.
  7. Requires a globally-minded, creative and solutions-oriented approach to develop assets for all Mary Kay markets -- from mature, experienced markets with high awareness levels and sophisticated media planning to new, establishing markets requiring a grass-roots approach.  Skill level must be solid to operate in such a vast, global marketing landscape and the incumbent will exercise considerable latitude in determining approach to assignments and direction/solutions offered to local markets.
  8. Some domestic and international travel may be required.
  9. Candidate must be a self-starter, organized and detail orientated. A team player who is extremely web savvy with deep client/customer acumen. Must have hands on experience with data mapping, marketing automation techniques and software, enterprise email marketing and analytics.
  10. Experience with a commercial grade email marketing system, including email development, templates, deliverability and compliance required. Mapping and integrating 3rd party solutions a plus.
  11. Ability to multi-task and participate in a complex portfolio of projects and to collaborate as a key member of a cross functional team. 



16251 Dallas Parkway
Dallas TX, 75379-9045
(972) 687-1608