Main Responsibilities Of A Loyalty Marketing Analyst At Williams Sonoma
Steve's main responsibilities as a Loyalty Marketing Analyst at Williams Sonoma centered on "a lot of the promotion activity" for the company's rewards program and credit card, requiring extensive cross-functional collaboration with digital, print, and email marketing teams. This included developing marketing strategies, defining new product features (such as a new credit card), and presenting proposals to marketing leadership, showcasing a blend of tactical execution and strategic planning.
Marketing Strategy, Cross-functional Teamwork, Email Marketing, Promotional Campaigns, Presentation Skills
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Majors
Industries
Job Functions
Traits
Steve Masline
Analyst, Loyalty Marketing
Williams Sonoma
University of Michigan, 2017
M.B.A. at UCLA Anderson School of Management, 2023
Philosophy
Consumer Packaged Goods (CPG)
Communication and Marketing
Took Out Loans
Video Highlights
1. Works cross-functionally with digital, print, email marketing, and creative teams.
2. Develops and presents marketing proposals to leadership for buy-in.
3. Defines marketing strategies and product features for new products, such as credit cards.
Transcript
What are your main responsibilities within your role?
When I was at Williams-Sonoma, I was on the Loyalty Marketing team. This meant I was responsible for a lot of the promotional activity for key rewards and the credit card. I also managed the free points used to encourage customers to buy more from Williams-Sonoma, West Elm, Pottery Barn, and so on.
My main work involved promotions with digital, print, and email marketing teams, as well as creative staff. We created email campaigns for loyalty program sign-ups. This included deciding what emails customers receive, and what actions we wanted them to take, such as shopping or providing more information. I was very tactical about each step of the customer journey.
This involved a lot of cross-functional work with creative, finance, and marketing counterparts. I also presented proposals to marketing leadership to gain their buy-in.
Additionally, we launched a new credit card during my time there. A significant part of this was defining a new marketing strategy and the product features of this credit card. My role shifted halfway through, but it was overwhelmingly focused on the promotional aspects of our credit card and working with teams to reach customers.