Bpesearch is partnering with a household name omnichannel retail organisation in their search for a Head of CRM and Loyalty. This is a newly-created role based in the head office in the NW, lasting approx. 3-6 months.
Role Purpose
As Head of CRM and Loyalty, you will take responsibility for developing and leading a best-in-class CRM vision and strategy for the business.
Your focus will be on developing the CRM strategy to maximise sales and engagement from all direct customer communications, with a particular emphasis on growing the size and sales impact of the loyalty programme.
Principle Accountabilities
* Oversee the strategic planning and delivery of a continually evolving and commercially rigorous customer lifecycle marketing strategy, maximising customer value at each stage of the relationship (across Email, APP, DM and Store) and purchasing channels (online/store/multi -channel) through personalised offers and communication.
* Maximise data capture via a data acquisition strategy, facilitated by accurate customer data collection, maximising opt-ins to marketing communications.
* Improve customer experience & satisfaction levels by identifying improvements to the contact strategy, processes and systems.
* Manage relevant external partners, agreeing and measuring performance against SLA’s.
* Be responsible for ensuring contact compliance with any specific legislative, regulatory, or contractual stipulations.
* Focus on the benefits offered by new technologies, new channels, personalised and dynamic content, ensuring innovations in this space are continually considered.
* Work strategically and tactically with the eCommerce team to drive revenue on a daily basis.
* Be the business expert for best in class retention practices, including 1:1 personalization, mobile engagement and creative approaches through external research and networking.
* Work closely with the Marketing, Digital and Social Media channel owners to ensure we follow an aligned communications approach at all times.
* Take responsibility for the management of a multi-million pound marketing budget.
Person Specification
* Proven experience across CRM, email marketing, customer segmentation, and/or growth marketing.
* Passionate about CRM, love thinking big and have solid understanding of the available technologies to drive successful execution and daily management of campaigns.
* Naturally customer centric and thrive in a fast-paced, commercially focused environment that requires strong technical, business and communication skills.
* Process oriented with excellent understanding of the risks associated with the execution of CRM strategies across large corporations.
* Strong quantitative and qualitative analytics skills with a strong desire and understanding of multi-variate testing.
* Prior experience working closely with technical teams and act as a liaison between the CRM platform and IT teams.
* Ability to manage and maintain strong cross-functional stakeholder relationships across multiple teams (Marketing, Ecommerce and Insights.).
* Proven progressive leadership experience in multi-channel retail marketing.
* Solid understanding of retail and e-commerce business required.
* Understanding of relational consumer databases with prior use of related applications required.
* Ability to review metrics on an on-going basis, analyse, draw conclusions and recommend immediate action.
* Hands on experience in customer contact management and marketing through multiple channels: email, direct mail, and web channels.
* Strong understanding of analytics, including segmentation and modelling and applicable metrics for all tactics and channels.
If your skills and this role are of relevance and interest, please apply with your CV.
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