Job Description
Job Overview:
About Winnebago
For more than six decades, Winnebago has helped people explore the outdoors through trusted RV’s and a growing portfolio of outdoor lifestyle products.
Role
The Manager of Digital Experience and Dealer Enablement leads customer experience across Winnebago’s digital platforms. Using an omni-channel approach, this role connects owned digital experiences, eCRM, organic social, campaigns, and dealer touchpoints across the shopping and ownership lifecycle. The manager leads consumer nurture, campaign execution, dealer enablement, and performance optimization while ensuring consistent use of the Winnebago Brand Playbook, “Why Winnebago”, and the “Winnebago Standard”. The role also develops team capabilities and partners across Marketing, Digital, Sales, Product, Events, Dealer Training, agencies, dealers, and technology teams.
Primary Responsibilities
Digital Customer Experience & Consumer Nurture
- Lead connected, intuitive, customer experiences across Winnebago’s digital platforms, devices, audiences, and lifecycle stages.
- Own and improve digital shopping and ownership journeys across Winnebago.com related platforms.
- Design nurture programs spanning lead development, conversion, onboarding, ownership, re-engagement, and purchase.
- Define lead capture, segmentation, scoring, routing, follow-up, and close-loop reporting requirements using customer and behavioral insights.
Omni-Channel Campaign & eCRM Management
- Build integrated campaign briefs, calendars, audience plans, email journeys, and eCRM workflows across owned digital, organic social, dealer, and lifecycle channels.
- Coordinate content, creative, approvals, QA, deployment, and post-campaign reviews with internal and external partners.
- Lead organic social and eCRM communications with consistent branding, clear segmentation, and alignment to customer/ownership journeys.
- Manage campaign timing, dependencies, touchpoints, and performance to improve engagement, conversion, loyalty, and repurchase.
Team Leadership & Capability Development
- Lead, coach, and develop communications and social media team members.
- Build team capability through practical playbooks, training, standards, and measurement frameworks.
- Created a culture of accountability, collaboration, experimentation, quality, and continuous learning.
Digital Experience, Product Launch & Enablement
- Define content, landing-page, conversion-path, and call-to-action requirements for campaign and lifecycle experiences.
- Coordinate publishing, testing, launch readiness, and optimization with website, AEM, Digital Product, IT, and content partners.
- Translate product and go-to-market strategies into coordinated digital, eCRM, social, dealer, event, and sales-enablement deliverables.
- Manage launch milestones, dependencies, readiness, measurement, and post-launch optimization while maintaining a prioritized customer experience roadmap.
Dealer Engagement, Alignment & Program Support
- Equip dealers with campaign content, eCRM and lead-management practices, launch materials, guidance, insights, and repeatable playbooks.
- Drive dealer participation in priority digital programs through education, enrollment support, and ongoing optimization.
- Coordinate dealer follow-up across the shopping journey and advocate for effective customer-facing tools, lead processes, and experiences.
- Support Dealer Council, Digital Round Table, and select dealer and consumer events.
Platform, Data & Ecosystem Partnership
- Partner with Digital Product and technology teams to support reliable customer, dealer, and product data across CRM, analytics, reporting, and dealer platforms.
- Identify platform, data, or integration needs affecting customer experience, nurture, lead management, reporting, or dealer participation; coordinate escalation and resolution.
- Support consistent documentation, data practices, consent requirements, and quality standards.
Analytics, Optimization & Continuous Improvement
- Define KPI’s for digital experiences, campaigns, eCRM, organic social, and nurture, including engagement, lead quality, conversion, retention, and repurchase.
- Maintain campaign taxonomy, UTM and tagging standards, reporting definitions, and measurement plans with Analytics and channel owners.
- Use analytics, attribution, customer feedback, and closed-loop data to guide priorities and optimization.
- Lead reporting and post-campaign reviews, test and refine audiences, journeys, content, cadence, conversion paths, and calls to action.
Cross-Functional Leadership & Communication
- Coordinate Marketing, Product, Sales, Dealer Training, Digital Product, IT, agencies, vendors, and dealers across campaigns, launches, and lifecycle programs.
- Clarify ownership, priorities, timelines, dependencies, decisions, and service expectations across concurrent work.
- Align nurture journeys, lead processes, dealer follow-up, and Sales handoffs from initial interest through repurchase.
- Communicate strategy, status, performance, risks, and recommendations through clear, data-informed storytelling.
Governance & Operational Excellence
- Maintain campaign calendars, intake and prioritization processes, templates, documentation, and repeatable workflows.
- Set approval, QA, deployment-readiness, and post-activation review standards.
- Protect customer data, consent, privacy, accessibility, and brand standards with functional partners.
Other Duties
- Other duties as assigned.
- Travel up to 15% of the time may be required as directed.
Education
- Bachelor’s degree required.
Relevant Work Experience
- 7-10 years of experience in digital customer experience, omni-channel campaigns, eCRM, consumer nurture, organic social, or related digital leadership.
- Experience leading integrated campaigns, customer journeys, lead-management programs, product launches, and owned digital experiences at scale.
- Demonstrated people leadership and success coordinating complex programs across internal and external partners.
- Strong capabilities in analytics, measurement, testing, optimization, governance, and performance-based decision-making.
Preferred Qualifications
- Expertise in digital customer experience, eCRM, nurture, audience segmentation, lead management, and lifecycle communications.
- Experience translating product strategy and customer insights into campaign, launch, digital, dealer, and sales-enablement deliverables.
- Working knowledge of landing experiences, CRM workflows, campaign taxonomy, UTM standards, consent practices, and digital measurement.
- Strong communication, prioritization, analytical, stakeholder-management, and operating-discipline skills.
