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The purpose of this job is to manage the customer database and CRM activities, including email campaigns, research, and reporting.
Key Duties/Responsibilities:
1. Deploy and manage email campaigns, including standard, automated, and trigger sends.
2. Manage the customer database, ensuring the protection of our deliverability reputation by targeting customers effectively.
3. Understand the customer lifecycle and implement test-and-learn strategies to optimize communications across all channels: email, paid, and outbound.
4. Define and implement segmented and promotional email communication plans, including lifecycle programs and behavioral targeting.
5. Implement measures to reactivate lapsed and dormant customers and recommend plans for divesting old data.
6. Collaborate with digital, buying, and merchandising teams to plan promotional email campaigns that promote key product areas and brand messages.
7. Continuously analyze and measure email performance, benchmarking against competitors and other leading retailers to adopt best practices.
8. Analyze and report on site and content performance, recommending improvements and developments.
9. Develop a comprehensive email testing plan to evaluate email content, subject lines, send times, and other variables.
10. Set an example for colleagues as part of the digital team.
Skills/Experience/Knowledge Needed:
* Experience with CRM programs is essential.
* University graduate or equivalent marketing qualification is advantageous.
* Strong organizational skills and the ability to multitask are essential.
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