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Marketing Woodcliff Lake, New Jersey 10.11.2023

Senior CRM Specialist

As an independent group of companies, the BMW Group has a commitment to creativity and breakthrough ideas that goes well beyond the racetrack. In order to continuously create ultimate driving machines, we drive our growth and design excellence by staffing our teams with individuals who are innovative and always looking for the next great idea. If you share our vision and view yourself as an independent, creative thinker, we invite you to join our team in this exceptional role located in Woodcliff Lake, NJ.

The Senior CRM Specialist is responsible for the creative developments and execution of national, multi-channel loyalty and conquest communications as a means to improve conversion to sale, foster retention and create new conquest opportunities for MINI and the dealer body, by generating incremental leads and sales. This role will specifically support the MINI brand, Sales, CPO and the regions.

The Senior CRM Specialist will leverage strategic thinking to help develop business opportunities leveraging data and working with other subject matter experts to link capabilities to best meet these opportunities. This role will also be responsible for extensive data mining to ensure communications are targeting the proper audience whether conquest or loyalty. This role will manage the portfolio of MINI/CPO projects and will track the progress for lifestyle tracking and communications. This role will also leverage detailed analysis to prepare programs that will increase overall conversions and retention of loyal customers.

The Senior CRM Specialist will monitor campaign efficiency via set KPI’s and optimize to improve performance where indicated. This role will also prepare and deliver campaign reports on a timely basis to keep business partners updated on progress and activation success. This position will analyze competitive market share and inventories to anticipate business opportunities and proactively initiate campaigns to capitalize on opportunities. This role will also provide guidance and assistance for Regional CRM programs to the Regional Marketing teams.

Key responsibilities:

  • Create new conquest opportunities for MINI and the dealer body by generating incremental leads/sales
  • Establish conquest goals on an annual basis to accomplish yearly sales objectives
  • Clear understanding of how to execute communications based on various demographic segmentations
  • Initiation of new conquest campaigns from the ground up
  • Alignment with the Sales/Aftersales team to support monthly sales objectives
  • Expedite online and offline communications into the marketplace to generate brand/offer awareness
  • Execute monthly email and/or direct mail conquest programs—inclusive of the creative process, purchasing process; print/fulfillment processes
  • General understanding of conquest list opportunities available in the marketplace
  • The Loyalty accountabilities of this role include:
  • Develop long-term strategic plans to maintain and improve upon current loyalty benchmarks
  • Utilize multi-touch communication channels (direct mail, e-mail, internet, etc.) to enhance the ownership experience and increase loyalty rates
  • Update and optimize online and offline onboarding communication streams to welcome new and returning owners to the brand
  • Extend the dialogue with existing owners throughout the ownership lifecycle with a series of sequenced messaging streams
  • Clear understanding of communication segmentation by model and finance type (close alignment with SF2-US).
    Manage end-of-term communications
  • Alignment with the Sales / Aftersales team to support monthly sales objectives by developing and implementing online and offline communications to improve loyalty
  • General knowledge of information available within marketing database available to generate targeted owner communications
  • Ability to manage various loyalty gift production vendors, inventory and timelines

Join the BMW North America team and enjoy a high-performance Total Rewards package that may include:

  • Medical, Dental, and Vision insurance
  • All with options for $0 Employee contribution
  • 401(k) with Company match
  • Retirement Income Account (RIA)
  • Employee vehicle program
  • Bonus eligibility
  • Paid Parental Leave of up to 6 weeks
  • Paid Time Off in addition to Company paid holidays where eligible
  • Hybrid work environment
  • Voluntary Benefits to fit your needs

The pay range for this role is: $105,213 - $123,780.

The selected candidate’s education, skills, experience, and location will be used to determine the final salary offer. All pay ranges are based on a full-time work schedule. This statement is in accordance with state and local pay disclosure requirements.

Even more so than the generous compensation and benefits, the culture and values of BMW of North America makes it the ultimate working environment. These values are Responsibility, Appreciation, Transparency, Trust, and Openness. We allow these values to guide the way we conduct ourselves and our business.

At BMW, we are driven by diversity, equity, and inclusion. We are proud to be an Equal Opportunity Employer and are welcoming of all individuals, regardless of race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or protected veteran status.



  • Bachelor’s degree with concentrations in Business or Marketing or Associates Degree with equivalent work experience
  • 5+ years of marketing communications experience with a solid understanding of CRM highly preferred
  • Automotive OEM industry experience a plus

Additional skills:

  • Experience working with an advertising agency and email service provider
  • Project management experience highly preferred
  • Ability to work with multiple parties and manage multiple projects simultaneously
  • Excellent communication skills
  • Ability to comfortably communicate with all levels within in the organization

Senior CRM Specialist

Woodcliff Lake, New Jersey
United States
Legal Entity:
BMW of North America LLC.
BMW Group
Woodcliff Lake, New Jersey
Job Field:
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