• Direct Mail Manager-Consumer Retention

    Job Locations US-MA-Waltham
    Job Function
    Min. Exp.(Yrs)
    Full Time
  • General Function


    Wolverine Worldwide is a global marketer of branded footwear, apparel, and accessories. With an established global footprint that spans approximately 200 countries and territories, as well as a rock-solid infrastructure, Wolverine Worldwide is dedicated to advancing the following brands that comprise the ever-expanding portfolio: Bates, Chaco, Cat Footwear, Harley Davidson Footwear, Hush Puppies, Keds, Merrell, Saucony, Sperry, and Wolverine. Wolverine Worldwide’s continued success is driven by our ability to stay true to our simple mission: we empower, engage and inspire our consumers – every step of the way.

    The Direct Mail Manager is responsible for the strategic planning, development and deployment of brand catalogs and direct mail campaigns designed to drive customer retention and lifetime value. The position involves the planning, implementation and analysis of all direct mail programs, promotions and testing scenarios; coordination of merge/purge activities; working with vendors on mailing operations; and development of future customer retention programs. Further, the Direct Mail Manager will be tasked to work with the Database Service & Reporting Specialist to develop consistent and detailed response reporting (ROI) and develop KPIs for planning future marketing retention efforts. Also, the Manager will take on any needed assistance with managing direct mail campaigns, possibly including interaction with creative and production vendors as well as internal cross-functional relationships.

    Primary Duties

    • Lead the strategic planning and campaign development for all printed customer retention programs, including seasonal catalogs, multi-fold product mailers, and promotion/offer-based postcards.

    • Analyze, develop, and implement circulation plans for each brand, product category, and/or retail channel to increase marketing efficiency; project sales and contribution to develop the catalog program.

    • Create and evaluate consumer segments and their purchase power towards brands, product categories, and specific styles of products; and, apply to predictive mailing models and segment the house file as needed for the purpose of implementing more successful one-to-one marketing campaigns.

    • Drive continuous improvement and innovation through Wolverine’s direct-to-consumer printed retention programs.

    • Provide post campaign curve reports to evaluate the performance of consumer segments over time and predict long term value.

    • Compile and analyze data using quantitative and qualitative methods to develop detailed forecasts and plans, considering market trends, economic indicators, historical data and special projects/developments in the future.

    • Provide data preparation instructions to the Database Management Specialist to generate lead lists for DTC and B2B marketing programs.

    • Prepare documentation for the cross-functional teams involved in direct mail planning.

    • Work cooperatively with content owners to plan and execute effective direct marketing campaigns on budget and on time.

    • Keep print and mail vendor costs within budget.

    • Work closely with vendors for best in class execution of production and execution of campaign materials and delivery to the market place in a timely manner.

    • Communicate specialized instructions to print vendors and assure proper execution for maximum postal discounts.

    • Support company’s efforts to develop customer relationships including loyalty programs.

    • Performs duties consistent with the Company’s AAP/EEO goals and policies.

    • Performs other duties as required/assigned by manager.

    Knowledge, Skills and Abilities Required

    • This position requires excellent skills in strategic planning, forecasting, organization, and financial analysis and a working knowledge of statistical concepts like :  Measurement analytics (categorized marketing data, KPIs, benchmarking, trends); Quantitative business measures (LTV, NPV, ROI, Churn, etc.), Statistics (Correlations, regression analysis, factor analysis, significance testing, models, sample sizing, control groups, etc).
    • The associate should have several years’ experience in an analytical business environment and be well versed in formal presentation tactics.
    • 5+ years’ experience in a catalog circulation or direct mail environment is required.
    • Advanced skills in Microsoft Office applications.
    • Experience with Business Objects WEB-I and/or Crystal Reports a plus.


    Normal office environment.  Some travel may be required.

    The above statements are intended to describe the general nature and level of work being performed and are not intended to be an exhaustive list of all responsibilities, duties and skills which may be required.


    Committed to a diverse workforce, we are an Equal Opportunity Employer (Minorities/Women/Veterans/Disabled).


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