The Senior CRM and Loyalty Manager is responsible for recruiting and managing a team of campaign and loyalty specialists. An expert in the field of CRM, loyalty and customer marketing – their remit is to lead and own on the Loyalty programme proposition including; maintenance, innovations, projects, performance, reporting and analysis. Additionally, they lead on all customer journeys and mobile messaging all with a goal to increase customer satisfaction and key KPIs including; revenue, profitability, frequency, AOV, APRU and CLTV.
This is a strategic role with an emphasis on delivery and mentoring.
This is a high-profile role with lots of visibility.
Reports to
Head of CRM
Team
CRM & Loyalty team within Digital Remit
Works closely with
CRM Analytics team, CRM Audience and Systems team, Trade Email team, Digital Marketing team, Ecommerce team, Retail, Marketing and Finance.
Main Duties & Responsibilities
- Work with Senior CRM and Digital team to define and deliver CRM campaign and loyalty strategy
- Lead mentor and support the team to:Define CRM and loyalty lifecycle stage and deliver campaigns, developing automated and triggered campaigns.
- Deliver loyalty programme development and innovations.
- Deliver CRM and loyalty led personalisation across email,web and stores.
- Deliver customer communications across various channels including email, mobile messaging and web and stores.
- Define economic model, tiers, rewards, benefits and promotions for loyalty programmes.
- Deliver projects to increase profitability
- Deliver day to day management of the CRM and loyalty campaigns and programme.
- Define, deliver and QA CRM and Loyalty IT projects.
- Troubleshoot issues as they arise
- Conduct test and learn activity using MTV and implement learnings (multivariate testing)
- Monitor and report on performance and KPIs and share with wider team and business
- Increase acquisition, retention, engagement and value of loyalty customers
- Define and deliver strategies and tactics to enhance KPI performance
- Work alongside the email trade team and act as subject matter expert for campaigns that overlap with CRM and loyalty customers.
- Align CRM and loyalty activity with the wider marketing calendar and business goals
- Jointly manage and build relationships with CRM and loyalty 3rd parties.
- Lead team to communicate, educate and train CX, retail and wider business on CRM and loyalty
- Monitor and stay informed of industry innovations and competitor activities
- Ensure brand DNA is conveyed in all CRM communications
- Enthusiastic to learn and willing to get stuck in
- Willingness to travel regularly
- Contribute to customer research projects
- Contribute to market expansion strategy
- Ensure all activity with brands adheres to GDPR policies
- Keep abreast of data legislation changes and collaborate with DPO
- Understand and comply with the Company’s Health & Safety policy and procedures.
Other skills & competencies
- Leadership
- Communication
- Technically minded
- Automation
- Planning and organising
- Project management
- Problem solving
- Confident presenting to stakeholders at all levels
- Ecommerce and digital experience
- Omnichannel experience across in-store & online
- Negotiations and contracts
- Forecasting
- Cross channel communications
- Managing 3rd parties
- Testing and QA
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